日常消费空间中的情绪产生与作用机制——基于南京的实证研究

MECHANISM AND INFLUENCE OF EMOTIONS ARISING IN DAILY CONSUMING SPACES:A CASE STUDY OF NANJING

本研究引入消费者行为学的"认知—情绪—行为"模型,并加入空间要素建立整体框架,采用结构方程模型与质性研究相结合的方法,探讨消费空间中影响消费者情绪产生的因素以及情绪对居民生活满意度的作用。研究表明,积极情绪的产生主要受到个人价值观的鲜明度、消费场所物质环境的宜人度和消费场所中社会交往的深度影响;消极情绪的产生主要受到个体经济地位和个人价值观的鲜明度影响;积极情绪与消极情绪均显著影响消费者的生活满意度,积极情绪会导致较高生活满意度的产生。本研究从情绪的角度阐释消费空间和人的关系,是从微观尺度上对情绪地理学研究的新探索,同时也为城市消费空间研究与规划提供了人本主义的新视角。

In daily life,humans’attitudes and affections about their spatial experience were expressed as emotions.Emotions usually played active roles in the cognition process and the behavior of residents’daily consumption activities.However,emotions had not received enough attention in studies of daily consumption and urban space.Especially,little had been known that during humans’spatial activities,what caused the human’s emotions and how emotions affected on huma’s life satisfactions.To fill above research gap,in this paper,we established the theoretical framework by adding spatial factors while applying the cognition—emotion—behavior model of consumer behavior theory.We took Nanjing as the case study city,especially focused on residents’daily consumption activities,consuming spaces and their emotions arising there during their daily consumption.The findings included:1)Individual economic status had significant negative impacts on negative emotions,whereas the impacts on positive emotions were not significant.2)The perception of personal values had significant positive impacts on positive emotions and had significant negative impacts on negative emotions.3)The physical environment in consuming spaces had significant positive impacts on positive emotions,whereas the impacts on negative emotions were not significant.4)Social communication in consuming spaces had significant positive impacts on positive emotions,whereas the impacts on negative emotions were not significant.5)Positive and negative emotions both had significant influences on the level of life satisfaction,with positive emotions leading to higher life satisfaction.