An Empirical Study On Consumer Purchase Intention Based On Emotional Contagion Theory

With the development of human society, the definition of product is more and morewidely, from the practical performance of the product itself is single request, to productpackaging, the overall appearance of the need, and then to the strong demand for theproducts marketing service level. We can see that with the continuous enrichment ofhuman civilization, people urgent need for spiritual enjoyment. In the global enterprisedevelopment, technology revolution gradually slow down, and the enterprise coretechnology is more and more distinct, heterogeneous product is not obvious, most of themarket products will tend toward a completely competitive market, so proportion ofconsumers to buy the product itself is decline, but, the share of services is improvedaccordingly. This is an important enlightenment for the future product sales. With China’sreform and opening up, people’s living standards have been improved, especially for thecities ranked highly, the spiritual needs of consumers are increasing. In this thesis, takingBeijing, Shanghai, Canton and Chongqing city consumer groups as the research object, toresearch service staff how to influence consumer purchase intention, it is very importantfor the study of the market characteristics of Chinese big city, and is of great significancein the future marketing direction.Study on infection theory of emotion in foreign countries has been long-standing, andthe first to apply the theory to the field of marketing services is Pugh(2001). In recent years,the importance of this theory in the field of marketing application has attracted more andmore Chinese scholars, and the relationship between the behavior of employees andcustomers were studied, but there is rarely related Chinese research literature, Most ofthem are concentrated in the definition and impact mechanism of emotional contagiontheory, and the application in the sales field etc. Although businesses are beginning torealize the importance of service for the consumers’ purchase decision, but there is nocorresponding literatures on the mechanism. This thesis will be based on emotionalcontagion theory, to analysis the existing theoretical research of emotional labor, customeremotion reaction, service quality, perceived value and purchase intention, through thetheory, construct the path of emotional labor impact on customer purchase intention, andempirical research on the influence of communication behavior of employees in the serviceprocess on customer purchase intention. This thesis attempts to explore the mechanisms of employee emotional labor affect customer purchase intentions from the angle of theory anddemonstration, and then supply some suggestions and Countermeasures for enterprises toprovide training services communication level.The research contents of this paper are as follows:The first chapter: introduction. According to the situation of development of Chineseservice industry, put forward the research question, the purpose and significance of theresearch topic.The second chapter: a review of the literature. The theory of infection, emotionemotional labor, service quality, perceived value and other related literature review, pointout the progress now literatures at home and abroad as well as the direction of furtherresearch.The third chapter: establish the research model and research hypotheses. According tothe related literature at home and abroad, construct the research framework, the structuremodel of emotional labor impact on customer purchase intention, make relevantassumptions, and clearly defined the relevant variables.The fourth chapter: scale and questionnaire. Based on the market investigation andexpert interview, according to the measurement of existing literature provide table,combined with the need for research, make the questionnaire survey of the subject.The fifth chapter: An Empirical analysis. Using related statistical software analyze thedata collected from the questionnaire, exploratory factor analysis, the first-order factoranalysis, the second-order factor analysis and structural equation model analysis, verify thehypotheses and draws the corresponding results.The sixth chapter: conclusion and suggestion. According to the results of empiricalresearch that the relevant research conclusions, provides the reference for the servicepersonnel to improve the level of service marketing, and from the angle of the enterprisefor the enterprise to improve marketing decision provides targeted recommendations andcountermeasures.According to the results of empirical analysis, this thesis draws the followingconclusion:(1) The real emotional labor has significant positive influence on positiveemotional response.(2) The real emotional labor has significant negative influence onnegative emotional response.(3) The positive emotional response has significant positiveinfluence on perceived service value.(4) The positive emotional response has significantpositive influence on perceived service quality.(5) The negative emotional response hassignificant positive influence on perceived service value.(6) The negative emotional response has significant positive influence on perceived service quality.(7) The perceivedservice quality has significant positive influence on perceived service value.(8) Theperceived service quality has significant positive influence on customer purchase intention.(9) The perceived service value has significant positive influence on customer purchaseintention.