消费者购后认知失调对重复购买意愿的影响——基于网红特质的调节  

The Effect of Post-Purchase Cognitive Dissonance on Repurchase Intention:A Moderator Based on Web Celebrity Traits

作　　者：李宝库[1] 姚若羲 南亚峰 LI Baoku;YAO Ruoxi;NAN Yafeng(School of Marketing Management,Liaoning Technical University,Huludao 125105,China)

机构地区：[1]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《经济与管理》2022年第2期43-49,共7页Economy and Management

摘　　要：网红直播带货作为一种新兴网购模式,受到消费者的认同与喜爱。网红快速发展的同时伴随着带货商品质量问题的出现,导致消费者购后认知失调产生。基于认知失调理论,通过问卷调研的方式,探究网红特质调节下,消费者购后认知失调对重复购买意愿的影响及消费者反应的中介作用。结果表明:网红特质越高,购后认知失调对重复购买意愿的负向影响越弱;当网红特质较高时,购后认知失调通过消费者回避反应影响重复购买意愿;网红特质较低时,购后认知失调通过消费者面对反应影响重复购买意愿。As a new online shopping mode, web celebrity live broadcast with goods has been recognized and loved by consumers. The rapid development of web celebrities is accompanied by the emergence of quality problems of goods, leading to the cognitive dissonance of consumers after purchase. Based on the cognitive dissonance theory of consumers, this study explores the influence of post-purchase cognitive dissonance on repurchase intention and the mediating role of consumer response under the regulation of web celebrity traits through a questionnaire survey. The results show that the higher the web celebrity trait, the weaker the negative effect of the cognitive dissonance on repeat purchase intention;When web celebrity trait is high, post-purchase cognitive dissonance affected repurchase intention through consumers’ avoidance response;When web celebrity trait is low, post-purchase cognitive dissonance influences repurchase in-tension through consumers’ face response.

关 键 词：网红特质 购后认知失调 重复购买意愿 消费者归因 消费者反应 

分 类 号：F713.50[经济管理—市场营销]