外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应

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朱振中¹(

), 李晓君¹, 刘福², Haipeng (Allan) Chen³(

)

¹山东理工大学管理学院, 淄博 255000
²暨南大学管理学院, 广州 510632

收稿日期:2020-02-27出版日期:2020-11-25发布日期:2020-09-22
通讯作者:朱振中,Haipeng (Allan) ChenE-mail:zhzz@sdut.edu.cn;allanchen@uky.edu

How visual novelty affects consumer purchase intention: The moderating effects of self-construal and product type

ZHU Zhenzhong¹(

), LI Xiaojun¹, LIU Fu², Haipeng (Allan) Chen³(

)

¹Business School, Shandong University of Technology, Zibo 255000, China
²School of Management, Jinan University, Guangzhou, 510632, China

Received:2020-02-27Online:2020-11-25Published:2020-09-22
Contact:ZHU Zhenzhong,Haipeng (Allan) Chen E-mail:zhzz@sdut.edu.cn;allanchen@uky.edu

摘要/Abstract

摘要： 外观创新在市场竞争中的地位越来越突出,然而因此而导致的成败案例都很普遍。如何进行外观创新更受消费者欢迎,其内在机制是什么,我们却知之甚少。基于独特性需求理论、风险感知理论及自我建构理论,本文探讨了自我建构与外观新颖性对消费者购买意愿的交互作用、影响机制以及边界条件。通过3个实验,发现对于独立型自我建构的消费者而言,高外观新颖性能引发独特性需求从而提高购买意愿,而对于相依型自我建构而言,低外观新颖性则通过降低社会风险感知从而提高购买意愿;同时,本文也确定了产品类型对该机制的调节作用,具体来讲,对于实用品,所有消费者都对低外观新颖性产品具有更强的购买意愿,而对于享乐品,所有消费者都对高外观新颖性产品具有更强的购买意愿。

图/表 5

图1理论框架

图2产品外观新颖性与自我建构对购买意愿的影响: 实验1

图3自我建构与产品外观新颖性对购买意愿的交互作用: 实验2

图4中介效应: 实验2

图5中介效应: 实验3

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