个人、产品、情景因素共同作用下的消费者矛盾态度研究

doi:10.19722/j.cnki.1008-7729.2021.0044

北京邮电大学学报(社会科学版) ›› 2021, Vol. 23 ›› Issue (4): 19-27.doi: 10.19722/j.cnki.1008-7729.2021.0044

个人、产品、情景因素共同作用下的消费者矛盾态度研究

岳欣（1979—），女，黑龙江哈尔滨人，博士，副教授

北京邮电大学现代邮政学院,北京100876

收稿日期:2021-03-29 出版日期:2021-08-30 发布日期:2021-09-07
通讯作者: 岳欣（1979—），女，黑龙江哈尔滨人，博士，副教授
作者简介:岳欣（1979—），女，黑龙江哈尔滨人，博士，副教授

Consumer’s Ambivalent Attitude under Individual, Product and Situation Factors

School of Modern Post, Beijing University of Posts and Telecommunications, Beijing 100876, China

Received:2021-03-29 Online:2021-08-30 Published:2021-09-07

摘要/Abstract

摘要： 消费者的矛盾态度具有不稳定性，然而学术界对多因素共同作用下消费者矛盾态度变化的系统性研究仍然匮乏。从个人因素、产品因素、情境因素三个方面分别选取初始矛盾态度类型、产品涉入度以及参照群体认同度三个指标，采用2×2×2混合实验系统分析了多因素作用下消费者矛盾态度的变化情况。通过实证研究发现：高、低矛盾者矛盾态度变化趋势不同；群体认同度及产品涉入度均对消费者矛盾态度变化具有显著的调节作用；群体认同度及产品涉入度的交互对不同类型消费者矛盾态度变化的影响并非单因素分析结论的简单叠加，而会涌现出更为复杂的现象。

关键词: 矛盾态度, 群体认同度, 产品涉入度

Abstract: Consumer’s ambivalent attitude is unstable. However, the academic community still lacks systematic research on the change of consumer’s ambivalent attitude under the condition of multiple factors. Three indicators of initial ambivalent attitude type, product involvement and reference group identity are selected from three aspects of individual, product and situation factors, and the change of consumer’s ambivalent attitude under the influence of multiple factors is systematically analyzed. The results show that: The change trend of ambivalent attitude is different between high and low ambivalence consumers. Group identity degree and product involvement degree have a significant effect on consumer’s ambivalent attitude. The interaction of group identity degree and product involvement degree has different influence on different types of consumer’s ambivalent attitude.

Key words: ambivalent attitude, group identity degree, product involvement degree

中图分类号:

F274

岳欣, 万楚柔. 个人、产品、情景因素共同作用下的消费者矛盾态度研究[J]. 北京邮电大学学报(社会科学版), 2021, 23(4): 19-27.

YUE Xin, WAN Churou. Consumer’s Ambivalent Attitude under Individual, Product and Situation Factors[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2021, 23(4): 19-27.

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个人、产品、情景因素共同作用下的消费者矛盾态度研究

Consumer’s Ambivalent Attitude under Individual, Product and Situation Factors

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