消费愿景对行为态度的影响研究  

A Study of Effects of Consumption Vision on the Attitude toward Action

作　　者：武瑞娟[1] 李东进[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《商业经济与管理》2009年第7期91-96,共6页Journal of Business Economics

基　　金：国家自然科学基金项目(70672033)

摘　　要：在Philips关于消费愿景的研究中提到,消费愿景会对行为态度有积极的影响。考虑到其研究中实验的刺激物是不容易想象的产品,文章想要考察针对容易想象的产品,是否也有同样的结论。文章进行了两个单因素组间设计来考察针对容易想象和不容易想象的产品,消费愿景对行为态度的影响。结果发现,针对容易想象的产品,消费愿景对行为态度没有影响;针对不容易想象的产品,消费愿景对行为态度有影响。这个发现进一步补充了Philips的结论,同时也可以更加合理地为实践提供指导。In Philips＇ research of consumption vision, she proposed that the consumption vision has the positive impact on the attitude toward action. However, considering the fact that the stimuli in her experiment were the products hard to imagine, we want to inquire whether her conclusion holds to the products easy to imagine. This article examines two experiments based on the products which are easy to imagine and the ones which are hard to imagine, respectively. The result shows that when the products are easy to imagine, consumption vision has no influence on the attitude toward action; when the products are hard to imagine, consumption vision has an influence on the attitude toward action. This finding is a supplement to the Philips conclusion, and may provide reasonable instruction to practice.

关 键 词：消费愿景 行为态度 容易想象的产品 不容易想象的产品 

分 类 号：F713.50[经济管理—市场营销]