The Relationship Between Different Motivation Of Self-gift Behavior And After Purchase Satisfaction

At present,in the context of work stress and fast pace of life,self-gift is becoming an important way of consumption in people's life.As the name implies,self-gift is send gifts to yourself,consumers tend to be self-gift behavior under the different motivation,such as a sense of accomplishment,the mood is low,the festival comes,feel pressure,etc.There have been many scholars studied the self-gift behavior,but at present,some research on self-gift behavior mostly focus on post purchase behavior,the research of after self gift behavior is less.This article selects two kinds of the most common type self-git behavior(reward self-gift,therapeutic self-gift),studying how the self-gift behavior of two different motivation through the emotional response to affect consumer self-gift satisfaction after purchase,test how consumer trait of adjusting orientation in two different motivation of self bounty and emotional adjustment effect between consumers how the trait of adjusting orientation in two different emotional reactions and self gift between post-purchase satisfaction play a regulatory role.We adopt the scenario simulation method to simulate the two different motivation of self-gift,the college students as the subjects to obtain experimental data,and then use SPSS software to analyze data to verify the proposed research hypotheses,analysis method used in the empirical analysis including independent samples T test analysis of variance,regression analysis,two factors,grouping regression analysis methods,such as,in the end this paper puts forward the assumption of all.This study was to explore how the self-gift behavior of two different motivation through the emotional response to affect consumer self-gift satisfaction after purchase,the society tends and trait adjusting orientation as a moderator variable to join the research model,self-gift for consumer post-purchase behavior in theory research field to contribute,in practice,for the enterprise or business provides the marketing strategies and Suggestions.