A Mood-Regulatory Perspective on Self-Gift Behavior
碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 96 === The concept of “Gifts to oneself” is wildly used in advertisement and marketing area. However, former studies are little and foucus on quality study. The study is quantity study which based on 306 samples and the results as follows: 1. Mood-regulation self-b...
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ndltd-TW-096SHU053750042019-05-15T19:48:26Z http://ndltd.ncl.edu.tw/handle/m7zjrn A Mood-Regulatory Perspective on Self-Gift Behavior 以心情調適模式探討自我贈禮行為 Ya-chi Yang 楊雅琦 碩士 世新大學 傳播管理學研究所(含碩專班) 96 The concept of “Gifts to oneself” is wildly used in advertisement and marketing area. However, former studies are little and foucus on quality study. The study is quantity study which based on 306 samples and the results as follows: 1. Mood-regulation self-behavior in resources:the informants is unplanned and spent more money on mood-reparatory;the informants is planned and spent a reasonably large amount of money on mood-maintaining. 2. The main role of self-gift is self-rendered and self-reward and the feeling of guilt is low. In addition, the affect response of guilt of mood-reparatory is higher than mood-maintaining. 3. The affect-response cluster,including self-reward and esteem memorably and guilt melancholy:(1)Both two haved positive mood state and high repurchase likelihood in positive situation. (2) Self-reward and esteem memorably haved the siginificant higher repurchase likelihood in celebration situation. 4. The outcome of self-behavior is good-mood enhacement, good-mood retardation, bad-mood evaporation and bad-mood alleviation. (1)Good-mood enhacement lead to heightened satisfaction in mood-regulation and bad-mood alleviation lead to lowered satisfaction in mood-regulation. (2) Bad-mood evaporation haved repurchase likelihood in negative situation and good-mood enhacement haved reupuchase likelihood in celebration situation. Chien-Chou Su 蘇建州 2008 學位論文 ; thesis 92 zh-TW |
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碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 96 === The concept of “Gifts to oneself” is wildly used in advertisement and marketing area. However, former studies are little and foucus on quality study. The study is quantity study which based on 306 samples and the results as follows:
1. Mood-regulation self-behavior in resources:the informants is unplanned and spent more money on mood-reparatory;the informants is planned and spent a reasonably large amount of money on mood-maintaining.
2. The main role of self-gift is self-rendered and self-reward and the feeling of guilt is low. In addition, the affect response of guilt of mood-reparatory is higher than mood-maintaining.
3. The affect-response cluster,including self-reward and esteem memorably and guilt melancholy:(1)Both two haved positive mood state and high repurchase likelihood in positive situation. (2) Self-reward and esteem memorably haved the siginificant higher repurchase likelihood in celebration situation.
4. The outcome of self-behavior is good-mood enhacement, good-mood retardation, bad-mood evaporation and bad-mood alleviation. (1)Good-mood enhacement lead to heightened satisfaction in mood-regulation and bad-mood alleviation lead to lowered satisfaction in mood-regulation. (2) Bad-mood evaporation haved repurchase likelihood in negative situation and good-mood enhacement haved reupuchase likelihood in celebration situation.
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author2 |
Chien-Chou Su |
author_facet |
Chien-Chou Su Ya-chi Yang 楊雅琦 |
author |
Ya-chi Yang 楊雅琦 |
spellingShingle |
Ya-chi Yang 楊雅琦 A Mood-Regulatory Perspective on Self-Gift Behavior |
author_sort |
Ya-chi Yang |
title |
A Mood-Regulatory Perspective on Self-Gift Behavior |
title_short |
A Mood-Regulatory Perspective on Self-Gift Behavior |
title_full |
A Mood-Regulatory Perspective on Self-Gift Behavior |
title_fullStr |
A Mood-Regulatory Perspective on Self-Gift Behavior |
title_full_unstemmed |
A Mood-Regulatory Perspective on Self-Gift Behavior |
title_sort |
mood-regulatory perspective on self-gift behavior |
publishDate |
2008 |
url |
http://ndltd.ncl.edu.tw/handle/m7zjrn |
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