摘要
本文从消费心理视角出发,引入感知价值和社会认同变量,探讨城市居民信息性影响对两代农民工购买意愿的影响机制差异。基于840份两代农民工购买意愿的调查问卷,运用Bootstrapping方法得出的实证检验结果表明:城市居民信息性影响对两代农民工购买意愿具有显著正向影响;质量价值和价格价值在城市居民信息性影响与老一代农民工购买意愿之间起中介作用;情感价值和社会价值在城市居民信息性影响与新生代农民工购买意愿之间起中介作用。此外,社会认同在城市居民信息性影响作用于情感价值或社会价值,进而在影响新生代农民工购买意愿的第一阶段中起负向调节作用。
From the perspective of consumer psychology, the aim of this article is to illuminate the different system concerned with the effect of the urban informational influence on the two generations of migrant workers＇ willingness to buy, with the introduce of perceived value and social identity. Based on 840 questionnaire and the analysis via bootstrapping model, results show that urban informational influence has a significant positive effect on the two generations of migrant workers＇ will- ingness to buy; quality value and price value play a significant mediating role in the effect of urban informational influence on the elder generation of migrant workers＇ willingness to buy; emotional value and social value play a significant mediating role in the effect of urban informational influence on the new generation of migrant workers＇ willingness to buy; In addition, social identity plays a significant negative regulatory role on the first phase of urban informational influence affecting the new generation of migrant workers＇ willingness to buy, through emotional value or social value.
出处
《南京社会科学》
CSSCI
北大核心
2017年第2期30-38,共9页
Nanjing Journal of Social Sciences
基金
国家社科基金重点项目“中国经济发展中的文化消费问题研究”(12AZD021)
教育部哲学社会科学研究重大课题攻关项目“中国新生代农民工收入状况与消费行为研究”(12JZD028)的阶段性成果
关键词
城市居民信息性影响
感知价值
社会认同
购买意愿
urban informational influence
perceived value
social identity
willingness to buy
