消费者产品原真感知对态度矛盾性影响的中介机制研究——类像型及索引型营销的异质性情境  

Understanding the Mediating Mechanism of Consumers Product Authenticity Perception on Attitudinal Ambivalence:Heterogeneous Moderating Effects of Iconic and Indexical Marketing Strategies

作　　者：连怡臻 李雪欣[1] 沈徽 LIAN Yi-zhen;LI Xue-xin;SHEN Hui

机构地区：[1]辽宁大学经济学部商学院

出　　处：《中央财经大学学报》2022年第12期111-122,共12页Journal of Central University of Finance & Economics

基　　金：国家社会科学规划基金项目“基于‘网络’视角的长三角区域旅游合作结构及优化路径研究”(项目编号:19BGL145);辽宁省社会科学规划基金项目:虚拟品牌社区顾客契合行为的机理、效应与提升策略研究(项目编号:L22BGL002);辽宁大学亚洲研究中心项目“中国品牌评价与品牌全球化策略——基于日韩消费者的调查”(项目编号:Y202105)。

摘　　要：消费者产品原真感知对态度矛盾性的影响有其中介路径及边界条件,但现有文献缺乏在此领域深入探究的研究成果。笔者基于精细加工模型和皮尔斯符号学相关理论,通过模拟淘宝网景德镇陶瓷杯的销售情境,在构建消费者产品原真感知对态度矛盾性影响模型的基础上,借助对213名参与者有偿问卷调查的数据,采用分组结构方程的实证方法,检验了消费者产品原真感知对态度矛盾性影响的中介路径及边界条件。结果证实:在线上销售情境下,消费者的产品原真感知对态度矛盾性具有显著的负向影响,感知风险在这一过程中起完全中介作用,产品原真感知会通过减少感知风险进而降低态度矛盾性。异质性情境分组实证研究结果表明,相比于类像型营销,索引型营销具有增强产品原真感知对态度矛盾性负向影响的调节作用。本研究通过揭示消费者产品原真感知影响态度矛盾性的中介机制以及类像型和索引型营销的差异性调节作用,为企业或商家线上销售原真产品的营销策略选择和改进提供了理论依据。How to enhance consumers product authenticity perception has become a topic of concern in the marketing field and academia in recent years.Bases on the elaboration likelihood model and Peirce s Semiotics theory,this research simulates the sales scenario of Jingdezhen ceramic cup on Taobao.com,and uses the data from 213 participants questionnaires,verifies the mediating and moderating effects of the impact of consumer s product authenticity perception on attitudinal ambivalence by applying structural equation models.The results confirmed that in the online sales situation,consumers product authenticity perception had a significant negative impact on attitude ambivalence,and perceived risk played a complete mediating role in the process.Furthermore,the influence of consumers product authenticity perception on attitudinal ambivalence was more formed through cognitive pathways,so the iconic marketing strategy could not significantly change the relationship between product authenticity perception and attitudinal ambivalence,while indexical marketing strategy had a stronger ability to enhance the impact on the mentioned relationship.This research expands the academic boundaries of consumer perception and the ambivalence of attitude studies,and provides a theoretical basis for the selection and improvement of online sales marketing strategies for enterprises or merchants of authentic products.

关 键 词：产品原真感知 感知风险 态度矛盾性 类像型营销 索引型营销 

分 类 号：F274[经济管理—企业管理]