享乐和实用情景下消费者对产品差异化的偏好——属性可比性和解释水平的调节作用  

Customer’s Preference for Product Differentiation in Hedonic and Utilitarian Consumption ——Interaction Between Attribute Alignability and Construal Level Theory

作　　者：高成[1] GAO Cheng(Nanjing University,Nanjing 210093)

机构地区：[1]南京大学商学院,江苏南京210093

出　　处：《首都经济贸易大学学报》2020年第3期91-101,共11页Journal of Capital University of Economics and Business

基　　金：国家自然科学基金面上项目“地位恐慌对中国人奢侈品消费购买意愿的影响:基于社会认同理论的视角”(71372034);江苏省研究生创新课题“提升聚类广告效果:从时间和消费细分视角的探究”(KYZZ15_0276)。

摘　　要：提升属性的比较优势或开发独特属性是产品差异化的两种方案,企业需要针对不同的消费情景做出合理的选择。研究证明在实用消费情景下,消费者会更加关注产品的可比属性,倾向选择具有比较优势的产品;而在享乐消费情景下,消费者会提高对不可比属性的关注度,增加选择具有独特优势的产品。解释水平和消费情景交互影响消费者对产品差异的偏好:当解释水平与消费情景匹配时,上述效应被加强,反之则被削弱,信息加工流畅性起到中介作用。Companies achieve product differentiation by adopting either a distinctive(non-alignable attribute)or enhancing(alignable attribute)strategy,which is moderated by consumption situation.This research shows that consumers will pay more attention to alignable attributes and tend to choose products with comparative advantages in utilitarian consumption context.While in hedonic consumption context,consumers tend to pay more attention to nonalignable attribute,and increase their tendency to choose products with unique advantages(study 1).There is an interaction between construal level(CLT)and consumption situation on preference for product differentiation:when CLT is matched with the consumption situation,the moderation effect of consumption context on product differentiation preference is strengthened,otherwise it is weakened,and processing fluency plays a significant mediator role(study 2).

关 键 词：消费情景 产品属性 解释水平 加工流畅性 结构匹配模型 

分 类 号：F274[经济管理—企业管理]