The Research On The Impact Of Emotional Wake-up Model On The White Collar Women Workers' Consumer Motivation

The importance of quality perception,total quality valuation and motivation in purchasing has been recognized and a lot of studies about them have been done.In this paper, we used the consumer sentiments to link quality perception,total quality valuation and motivation in purchasing together.It focused on the consumption characteristics of female white-collar workers,basing on a framework of "Attribution Emotion Action"by Weiner and made the famous "emotional wake-up model" of Norman and Lindsay's theroy and the consumer buying motivation theroy as the basis.By the emotional impact of female consumption as the starting point,and the relevant assumptions made for model and empirical analysis.The results show quality perception has significiant influence on purchasing sentiments.Auality perception has positive effect on purchasing motivation.Consumers' positive affact has positive effect on the total quality valuation and purchasing motivation.Negative affect has negative effect on the total quality valuation.Total quality valuation has great positive effect on the final purchasing motivation.The existing research results on the more specific arguments,draw conclusions and make appropriate reference to the marketing strategy and recommendations.