矛盾态度视域下关系纽带对购买意愿的影响研究  

Influence of Relational Bonds on Purchase Intention from Perspective of Ambivalent Attitude

作　　者：岳欣 黄楠 YUE Xin;HUANG Nan(School of Modern Post,Beijing University of Posts and Telecommunications,Beijing 100876,China)

机构地区：[1]北京邮电大学现代邮政学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2024年第1期99-108,116,共11页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

摘　　要：消费者矛盾态度不仅反映了消费者感知外部纽带后形成的情感和认知,而且对后续的购买行为产生干扰。运用关系营销领域的S-O-R模型和霍夫兰德态度改变-说服模型,构建并检验综合了三种关系纽带、消费者矛盾态度、购买意愿和新产品改进属性类型的概念框架。利用490份来自社交网站消费者的有效反馈,采用AMOS 26.0和SPSS 26.0软件对测量模型和结构模型进行评估。实证结果表明,三种关系纽带通过消费者最终的矛盾态度直接和间接地影响消费者的购买意愿,并且影响的方向和程度受到初始矛盾态度和新产品改进属性类型的调节。Using the stimulus-organism-response(S-O-R)model in relationship marketing and Hovland’s attitude change-persuasion model,a comprehensive conceptual framework which combines three kinds of relational bonds,ambivalent attitudes,purchase intention and types of new product improved attributes is built and tested.Based on 490 valid questionnaires from social networking site,AMOS26.0 and SPSS26.0 are adopted to evaluate the measurement model and the structural model.The empirical results show that the three kinds of relational bonds directly and indirectly affect consumers’purchase intention through consumers’final ambivalent attitudes,and the influencing direction and the influencing degree are moderated by consumers’initial ambivalent attitudes and types of new product improved attributes.

关 键 词：社交网络营销 关系纽带 矛盾态度 购买意愿 产品属性类型 

分 类 号：F274[经济管理—企业管理]