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|本期目录/Table of Contents|

 危机应对策略对消费者矛盾态度和购买意愿的影响(PDF)

《心理学探新》[ISSN:1003-5184/CN:36-1228/B]

期数:
 2019年04期
页码:
 374-378
栏目:
 人格与应用心理学
出版日期:
 2019-07-20

文章信息/Info

Title:
 Impact of Coping Strategies to the Crisis on Consumers' Ambivalent Attitude and Buying Intention
文章编号:
1003-5184(2019)04-0374-05
作者:
 付春江1; 贾恩礼1; 荣爽亦2
 (1.江西师范大学心理学院,南昌 330022; 2.上饶职业技术学院,上饶 334109)
Author(s):
 Fu Chunjiang1; Jia Enli1; Rong Shuangyi2
 (1.School of Psychology,Jiangxi Normal University,Nanchang 330022; 2.Shangrao Vocational & Technical College,Shangrao 334109)
关键词:
 产品伤害危机;  辩解策略;  和解策略;  矛盾态度;  购买意愿
Keywords:
 product-harm crisis;  defensive strategy;  accommodative strategy;  ambivalent attitude;  buying intention
分类号:
 B848
DOI:
 -
文献标识码:
 A
摘要:
 采用2×2两因素被试间实验设计探讨初始矛盾态度及危机应对策略对消费者矛盾态度和购买意愿的影响。结果表明:当消费者初始矛盾态度水平较低时更可能受辩解策略的影响,从而使其负面态度和矛盾态度下降; 当消费者初始矛盾态度水平较高时更可能受和解策略的影响,从而使其负面态度和矛盾态度下降; 正面态度/负面态度可以显著正向/负向预测消费者的购买意愿,矛盾态度在其中起调节作用,即矛盾态度水平越高,正面/负面态度与购买意愿之间关系的不确定性越高。
Abstract:
 On the basis of Elaboration Likelihood Model(ELM),this study aims to explore how coping strategies to the crisis influences consumers' ambivalent attitude and buying intention.A 2×2 factorial between-subjects design was implemented within the groups.A pretest-posttest design was used for each group.All analyses reported here involve 181 participants.The results of the experiments indicated the following:(a)Coping strategies to the crisis have different impacts on participants with different ambivalent attitudes.Specifically,when the level of participants' initial ambivalent attitude is relatively low,they are more likely to be affected by the defensive strategies,thus reducing their negative and ambivalent attitudes.When participants' initial ambivalence level is higher,they are more likely to be affected by accommodative strategy,thus reducing their negative and ambivalent attitudes.(b)Positive/negative attitude can significantly predict participants' buying intention,and ambivalent attitude plays a moderating role in it.In other words,the higher the level of ambivalence,the higher the uncertainty of the relationship between positive/negative attitude and buying intention.

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备注/Memo

备注/Memo:
 基金项目:江西省社科规划一般项目(18JY06),江西省高校人文社会科学研究一般项目(XL18105)。 通讯作者:付春江,E-mail:fuchj@126.com。
更新日期/Last Update:  2019-07-20