) 郑州大学旅游管理学院, 郑州 450001
收稿日期:2019-04-04出版日期:2020-04-15发布日期:2020-02-24通讯作者:武丽慧E-mail:wulihui0203@163.com基金资助:国家自然科学基金(71802183);教育部人文社会科学研究青年基金项目(18YJC630200);河南省哲学社会科学规划项目(2018CJJ091)The influence and mechanism of self-construal on consumers’ preference for polarizing products
WU Lihui() School of Tourism Management, Zhengzhou University, Zhengzhou 450001, China
Received:2019-04-04Online:2020-04-15Published:2020-02-24Contact:WU Lihui E-mail:wulihui0203@163.com摘要/Abstract
摘要： 口碑两极分化的产品, 指那些被许多消费者评价好的同时又被其他许多消费者评价不好的产品。随着个性化消费时代的到来, 满足个性化需求的产品遭受褒贬不一的口碑越来越普遍。当面临口碑两极分化的产品, 消费者如何认知? 哪些因素会影响消费者对口碑两极分化产品的偏好? 其中间机制与边界条件是什么? 回答这些问题对企业有效开展营销具有重要意义。口碑两极分化会提高消费者的购物风险感知, 引发“冲突”联想, 同时还可能使得消费者对目标产品产生感知独特性。这些特征契合了自我建构理论中独立型自我建构与依存型自我建构个体在独特性需求、冲突解决风格与调节定向方面的行为差异, 因而自我建构是影响口碑两极分化产品偏好的重要前因变量, 且独特性需求、冲突解决风格与调节定向是三条中介路径。购物风险水平、购物任务情境、消费场合公开性以及产品类型是以上中介效应的边界条件。
图/表 1
图1自我建构影响口碑两极分化产品偏好的理论模型
图1自我建构影响口碑两极分化产品偏好的理论模型参考文献 78
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