The Impact Of Different Needs On Consumer Purchasing Decisions

Generally speaking, purchasing decision refers to the consumers to be able tosatisfy their own needs to make a product purchasing decision process. Purchasingdecision usually has a certain influence on the consumers’ buying behavior. Therefore,research on consumers’ purchasing decision has been the focus of scholars andbusinessmen in recent decades. This study has used the standpoint ofSelf-Determination Theory, through the Basic Psychological Needs Theory ofSelf—Determination Theory and experience selection and other aspects, the study hasbeen systematically studied on the consumers’ purchasing decision.From the different consumers’ needs, consumers in the choice of the purchasingprocess for the needs for relatedness and the need for autonomy, the different needswill affect the consumers’ purchasing decision. Because the importance of consumers’purchasing motivation,that it gradually has been one of the important factors toconsumers’ purchasing behavior, and the need of purchasing leads to purchasingmotivation. Then the need of purchasing will product certain effect on purchasingdecision. Deci and Ryan have proposed and demonstrated that anyone generally hasthree kinds of basic psychological needs, they are: the need for autonomy、the needfor ability and the need for relatedness. The role of these three basic psychologicalneeds is very important for people’s behavior and physical health. There have been aseries of research results, to some extent, and basic psychological needs have a highpositive correlation with people’s happiness. Lu Ning’s study has confirmed thatconsumers’ motivation、perception、learning、beliefs、attitudes、cultural mastery andtraditional custom and other factors have an important impact on consumers’purchasing behavior. Zhong Hongmin has proposed, when consumers buy thecommodity,to a large extent,they are influenced by their own psychologicalfactors.Therefore, the psychological needs of consumers will affect the consumers’purchasing behavior. In Li Qinghua, Wang Xiuxi, Zhu Yi’ consumers s studies, they mention that satisfying basic psychological needs can determine the people’shappiness and health. These needs are considered to be the human psychologicalneeds, if we do not satisfy our basic psychological needs, it will seriously affectpeople’s ambition、motivation、behavior、happiness and health.Here, we adopt the Basic Psychological Needs Scales (BPNS),then we calculatethe scores of the scale and distinguish the three basic psychological needs. There arethree parts in the scale: the need for autonomy、the need for relatedness and the needfor ability. This study select the two of the basic psychological needs: the need forautonomy and the need for relatedness. In both two experiments, through the twodifferent requirements on product to in order to study purchasing decision differences.Sun Kaihong, Ji Liu, Wang Chunfang’s research on the relationship betweenself-support of high grade girl in primary school physical education and motivationalorientation——intermediary role of basic psychological needs indicate that, maybepeople have some special reasons to take part in different activities, whether it isphysical exercise, or purchasing products. The intrinsic factors, extrinsic factors also.The main reason behind their activities can reflect a person’s motivational orientationon the activities. On one hand, if it is to the activity itself to bring their own sense ofpleasure (intrinsic motivation) or because of paying attention to the value, and partakethe activity, shows that the individual has more self determined part (autonomousmotivation). On the other hand, if it is to avoid some danger or self promotion,possibly because of some external demand and reward (extrinsic motivation), anddecide to partake the activity, the individual has less intrinsic motivation.This study explored the effects of the two different psychological needs andconsumers’ buying experience on consumers’ purchasing decision and behaviorthrough two experiments. The previous experimental independent variables wereneeds (the need for autonomy、the need for relatedness) and buying experiences(buying experiences、 no buying experiences). And the following experimentalindependent variables were needs (the need for autonomy、the need for relatedness)and task type (price paying task、purchasing feasibility task). The dependent variableof these two experiments was all the consumers’ purchasing decision. It wasconsidered from two aspects of perceived value and purchasing intention. The two experiments design is2×2between subjects. Experiment1with more than200social work professionals as subject, adopting the technique of simulating productpurchasing scene. Experiment2with more than other200social work professionalsand college students as subject, It used the simulation product purchasing scenetechnique, too.The results of the study showed that:(1) Whether the consumers have buying experience or not, different needs havecertain influence on consumers’ purchasing decision. Comparing with the need forautonomy, consumers tend to choose no experience products are based on the needfor relatedness in the scene of purchasing products. On the contrary, consumers tendto choose the experienced products are based on the need for autonomy in the sceneof purchasing products.(2) In the task of price paying and the task of purchasing feasibility, differentneeds have certain influence on consumers’ purchasing decision. Comparing with theneed for autonomy, consumers tend to choose to buy the products in the task ofpurchasing feasibility are based on the need for relatedness in the scene of purchasingproducts. On the contrary, consumers tend to choose to buy the products in the task ofprice paying are based on the need for autonomy in the scene of purchasing products.(3)The needs and the buying experience have a significant interaction, similarly,the needs and the task type have a significant interaction, too.