矛盾态度对消费者决策过程的影响评述  

Review on the Influence of Contradictory Attitudeon Consumer Decision-making Process

作　　者：林让 杨宜苗[1] Lin Rang;Yang Yimiao(Dongbei University of Finance and Economic,Dalian 116025,China)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《当代经济管理》2020年第12期23-29,共7页Contemporary Economic Management

基　　金：国家自然科学基金面上项目《消费者感知零售商创新性:结构测量及对感知价值和消费者忠诚的三重作用路径与边界条件研究》(71872030)。

摘　　要：人们经常会面临矛盾性的抉择,对态度目标同时存在积极和消极的评价,这种二元化的态度结构更符合现实。文章梳理了矛盾态度对消费者决策过程各个阶段产生影响的相关研究,发现矛盾态度对消费者决策过程存在冲突作用结果。已有研究初步探讨了矛盾态度的这种双重作用的边界条件,但矛盾态度对消费者决策过程的作用机制仍不明确,存在很大研究空间。根据态度强度理论整合相关研究,提出解释矛盾态度双重作用的理论框架,并对未来研究进行展望。People often face contradictory choices.They have both positive and negative evaluations toward the targets.The ambivalent attitude structure is more in line with reality.This study reviews the past researches on the impact of ambivalent attitudes on the consumer decision-making process,and finds that ambivalent attitude has conflicting effects on the consumer decision-making process.Existing studies have preliminarily discussed the boundary conditions of this dual role of the ambivalent attitude.But the mechanism of the role played by the ambivalent attitude in the consumer decision-making process is still unclear.There is much room for research.This research will integrate relevant researches based on the theory of attitude strength,propose a theoretical framework to explain the dual role of ambivalent attitudes,and look to the future research.

关 键 词：矛盾态度 态度 消费者决策过程 

分 类 号：F713.55[经济管理—市场营销]