产品属性评估性对选购决策的影响研究:卷入度调节作用  

Research on the Impact of Product Attributes' Evaluability on Purchase Decision:Moderating Effects of Involvement

作　　者：姚杰[1] 刘俊杰[1] 高成[2] 

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210023 [2]南京大学商学院,江苏南京210093

出　　处：《南京财经大学学报》2016年第6期84-91,共8页Journal of Nanjing University of Finance and Economics

摘　　要：消费者选购决策时依赖产品属性所传递的价值信号,价值传递过程受到消费者认知能力与认知动机的影响,而后形成属性偏好与产品选择。通过两个实验验证了选购决策时消费者对于产品的属性偏好及产品选择会受到属性的评估性的影响,并且卷入度会对该影响起调节作用。其中,实验一的研究结论表明,产品属性的评估性高低会影响消费者对产品属性的偏好及产品选择;实验二进一步验证了评估性对产品属性偏好、产品选择的影响会受到卷入度调节。Consumers make purchasing decision rely on the value signal of product attributes. The value transfer process of attributes will be affected by the consumers＇ cognitive ability and cognitive motivation, while consumers form their preference of attributes and make product selection. This paper verifies that product attributes＇ evaluability will influence consumers＇ preference for product attributes and their product selection by two experiments. In addition, we also find that consumers＇ involvement will regulate the influence. The result of experiment 1 shows that consumers＇ preference for product attributes and their product selection are influenced by product attributes＇ evaluability. Experiment 2 further verifies that the influence will be regulated by consumers＇ involvement.

关 键 词：产品属性 结构匹配模型 评估性 卷入度 

分 类 号：F014.5[经济管理—政治经济学]