消费者矛盾态度研究综述与展望  

A Literature Review of Consumer Attitudinal Ambivalence and Prospects

作　　者：高海霞[1] 张敏[1] 

机构地区：[1]杭州电子科技大学管理学院,浙江杭州310018

出　　处：《外国经济与管理》2016年第2期62-74,共13页Foreign Economics & Management

基　　金：浙江省信息化与经济社会发展研究中心项目(ZX130207304004)

摘　　要：网络经济的发展和消费者需求的提高使得消费者在消费决策中时常出现矛盾态度。与传统的一元态度相比,矛盾态度可以更准确地体现消费者的心理,解释消费者的行为。本文基于已有的国内外消费者矛盾态度相关研究,对消费者矛盾态度的内涵与测量、前因和后果,以及企业针对消费者矛盾态度的管理策略进行了述评,并对未来研究方向进行了展望。The development of network economy and the increase in consumer demand often lead to consumer attitudinal ambivalence in consumption decisions.Compared to traditional unidimensional attitude,attitudinal ambivalence can shed light on consumer psychology more accurately and also help to explain consumer behavior.Based on existing domestic and foreign research on consumer attitudinal ambivalence,this paper mainly describes the concept,measurement,antecedents,consequences and management strategy against consumer attitudinal ambivalence.Then it gives future research directions.

关 键 词：矛盾态度 信息处理 购买意愿 

分 类 号：F270[经济管理—企业管理]