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

doi:10.19722/j.cnki.1008-7729.2021.0044

Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition) ›› 2021, Vol. 23 ›› Issue (4): 19-27.doi: 10.19722/j.cnki.1008-7729.2021.0044

Previous Articles Next Articles

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

Abstract

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

CLC Number:

F274

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.

References

［1］ CONNER M, SPARKS P. Ambivalence and attitudes ［M］. Abingdon: John Wiley & Sons, Ltd, 2005: 7-70.
［2］ OTNES C, LOWREY T M, SHRUM L J. Toward an understanding of consumer ambivalence ［J］. Journal of Consumer Research, 1997(1):80-93.
［3］张敏. 矛盾态度视角下网络口碑对消费者品牌转换行为的影响研究［D］. 杭州：杭州电子科技大学, 2016.
［4］王大海,姚唐,姚飞. 买还是不买：矛盾态度视角下的生态产品购买意向研究［J］. 南开管理评论, 2015,18(2):136-146.
［5］ WIEN A H, OLSEN S O. Evaluation context’s role in driving positive word of mouth intentions ［J］. Journal of Consumer Behavior, 2012, 11(6): 504-513.
［6］黄敏学,冯小亮,谢亭亭. 消费者态度的新认知:二元化的矛盾态度［J］.心理科学进展, 2010, 18(6): 987-996.
［7］单春玲. 网络口碑对矛盾性消费者态度和行为意向的影响研究［D］. 天津：天津财经大学, 2018.
［8］潘晓波,黄卫来. 消费者矛盾性对正面在线口碑信息处理的影响［J］. 管理学报, 2015, 12(3): 446-457.
［9］单春玲, 赵含宇. 网络口碑对消费者态度的影响路径研究：基于矛盾态度视角［J］. 软科学, 2017, 31(4):108-111.
［10］李星星.矛盾性追评对消费者购买意愿的影响研究［D］. 厦门：华侨大学, 2016.
［11］ NEWBY-CLARK I R , MCGREGOR I, ZANNA M P. Thinking and caring about cognitive inconsistency: when and for whom does attitudinal ambivalence feel uncomfortable?［J］. Journal of Personality & Social Psychology, 2002,82(2), 157-166.
［12］ PRIESTER J R , PETTY R E , PARK K . When univalent ambivalence? From the anticipation of conflicting reactions［J］. Journal of Consumer Research, 2007, 34(2):11-21.
［13］ PETTY R E, PARK K. Whence univalent ambivalence? From the anticipation of conflicting reactions［J］. Journal of Consumer Research, 2007, 34(1):11-21.
［14］ GRIFFIN R J, DUNWOODY S, NEUWIRTH K. A proposed model of the relationship of risk information seeking and processing to the development of preventative behaviors［J］. Environmental Research, 1999, 80(2): S230-S245.
［15］朱国玮，侯梦佳，周利. 社交电商互动方式对消费者广告态度的影响探究［J］. 软科学, 2020, 12(34):122-127.
［16］ CLARK J K,WEGENER D T, FABRIGAR L R. Attitudinal ambivalence and message-based persuasion: Motivated processing of proattitudinal information and avoidance of counter attitudinal information. Personality and Social Psychology Bulletin, 2008,34(4):565-577.
［17］ WEBSTER C, FAIRCLOTH J B. The role of Hispanic ethnic identification on reference group influence［J］. Advance in Consumer Research, 1994,21(1):458-463.
［18］ TAJFEL H. Individuals and groups in social psychology［J］. British Journal of Social and Clinical Psychology, 1979, 18(2):183-190.
［19］ GUPTA, SHRUTI. Consumer stakeholder view of corporate social responsibility: a comparative analysis from USA and India［J］. Social Responsibility Journal, 2011, 7(3):363-380.
［20］ DAWES R M, MCTAVISH J, SHAKLEE H. Behavior, communication and assumptions about people’s behavior in common dilemma situations［J］. Journal of Personality and Social Psychology, 1977, 35(1): 1-11.
［21］ MESSICK D M, BREWER M B. Solving social dilemmas: a review［J］. Review of Personality & Social Psychology, 1983, 4(1): 11-13.
［22］王方杰.参照群体对网上冲动性购买行为影响的实证研究:情感反应的中介作用［D］. 沈阳:辽宁大学硕士论文,2016.
［23］ ROTHSCHILD M L. Perspectives on involvement: current problems and future directions ［J］. Advances in Consumer Research, 1984, 11(4): 216-217.
［24］ ZAICHKOWSKY J L. The personal involvement inventory: reduction, revision, and application to advertising［J］. Journal of Advertising, 1994, 23(4): 59-70.
［25］ SHERIF C W. Social values, attitudes, and involvement of the self［C］// Lincoln. Nebraska Symposium on Motivation. NE: University of Nebraska Press, 1980:1-64.
［26］金立印.网络口碑信息对消费者购买决策的影响：一个实验研究［J］. 经济管理，2007（22）：36-42
［27］ ZAICHKOWSKY J L. Measuring the involvement construct［J］. Journal of Consumer Research, 1985,12(3):341-352.
［28］ BARTELS J, HOOGENDAM K. The role of social identity and attitudes toward sustainability brands in buying behaviors for organic products［J］. Journal of Brand Management, 2011, 18(9):697-708.
［29］ KAPLAN K J . On the ambivalence-indifference problem in attitude theory and measurement: a suggested modification of the semantic differential technique［J］. Psychological Bulletin, 1972, 77(5):361-372.
［30］ LESSIG V P, PARK C W. Motivational reference group influence: relationship to product complexity ［J］. Conspicuousness and Brand Distinction, 1982,8(2):9-13.

[1]	NING Yan-rong, SONG Feng-xiang. Decisions on Dual-channel Closed-loop Supply Chain Considering #br# Service Level with Random Demand#br# [J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2021, 23(2): 11-21.
[2]	WEI Xiao-Chao, SONG Lin, LI Feng. Internet Product Diffusion Based on Overreaction and Multi-Agent Simulation [J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2020, 22(6): 1-10.
[3]	WEI Xiao-chao，LI Feng, YANG Jia-hui. Evolution of Customer Value in Socialized Business Environment [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2020, 22(2): 11-22.
[4]	YANG Qi-feng, GAO Ya-ting, SONG Ping. Incentive Mechanism Design for B2B Platform under Dual Reputation [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2020, 22(1): 20-29.
[5]	GUO Jian-quan, Wang Zhen. Green Closed-loop Supply Chain with Dual Recycling Channels #br# Considering Government Subsidy under Uncertainty [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2020, 22(1): 44-52.
[6]	SHI Wen-hua, LI Xuan, MENG Fan-rong, AN Meng. Influence of Contradictory Online Comments on Movie Box Office Revenue [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2020, 22(1): 69-76.
[7]	YANG Qi-feng, YUAN Cheng, SONG Ping. Trading Decision of B2B Sellers Electronic Order Financing Transaction #br# Based on Personality Characteristics Trust#br# [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(6): 11-19.
[8]	NIE Gui-hua1，WANG Li-yi1，ZUO Wan-qin2 . Impact of Online Channel on Financial Performance of Traditional Retail Enterprises —Taking Domestic Retail Listed Companies as an Example [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(6): 58-67.
[9]	YANG Tian-jian，ZUO Xin. Purchase Option Contract Design and Coordination in Telecom Supply Chain#br# [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(3): 10-15.
[10]	NING Lian-ju, SUN Zhong-yuan, YUAN Ya-qin. Pricing Mechanism of Travel Platform Based on Vertical Differentiation Theory [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(2): 34-39.
[11]	YU Hai-ling1, GUO Jian-quan2. Closed-loop Supply Chain of Dual Recycling Channels with Consideration #br# of Government Subsidy#br# [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(1): 58-66.
[12]	FU Kui，LIU Yu-jie，CHEN Mei-li. Stock Price Forecasting Based on Emotion Tendency of Financial News#br# [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(1): 87-100.
[13]	SONG Ping, WANG Shuo-xin, YANG Qi-feng. Contract Coordination Model of Buyer's Electronic Order Financing Based on Reputation Trust 1 [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2018, 20(6): 9-17.
[14]	LI Ji-yin. Market Orientation, Value Co-creation and Innovation Performance#br# ——Moderating Role of Institutional Environment#br# [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2017, 19(4): 51-57.
[15]	WU Huamin，LV Tingjie. Study on Transformation Mechanism of Marketing Assets into Firm Performance Under Mobile Internet Environment [J]. Acta Metallurgica Sinica(English letters), 2014, 16(1): 51-59.

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

PDF

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 15

Recommended Articles

Metrics

Comments