摘要
文章借鉴刺激-机体-反应(Stimulus-Organism-Response,SOR)理论及Fishbein多属性态度模型,基于消费者感知视角,构建了消费者对易逝品不透明销售模式接受意愿的概念模型。模型包括消费者个体差异和消费者感知两个构面,并且以消费者态度为中介变量。个体差异对消费者感知有影响,同时二者共同影响消费者接受意愿;消费者个体差异还通过消费者态度间接影响消费者接受意愿。实证研究表明:消费者感知价值、消费者态度和消费者个性偏好特征是影响消费者对不透明销售模式接受意愿的主要积极因素;并且消费者个性偏好特征及消费者产品价值体验可以通过消费者态度间接显著正向影响消费者对不透明销售模式的接受意愿。消费者感知价值越高、消费者态度越积极、消费者个性偏好特征越佳,消费者对不透明销售模式的接受意愿就越强;同时,消费者个性偏好特征和产品价值体验越好,其通过消费态度对不透明销售模式接受意愿的间接正向影响也越强。
Based on Stimulus-Organism-Response(SOR)and Fishbein multi-attribute theory,the concept model of consumer acceptance willingness to opaque sales of perishable products is constructed under the perspective of consumer perception.The model includes two folds:consumer individual difference and consumer perception.Consumer attitude is the intermediary variable.Individual differences have an impact on consumer perception,while the two together affect consumeracceptance willingness;consumer individual differences indirectly affect consumer acceptance through consumer attitude.The empirical study shows that consumer perception,consumer attitude and consumer preferences are the main positive factors influencing consumer's willingness to accept opaque sales mode;consumer preference and consumer product value experience can be indirectly influenced consumer acceptance to opaque sales mode by consumer's attitude.The higher the consumer's perceived value,the more active of consumer attitude and the better the consumer's personality preference will lead to consumer's stronger willingness to accept the opaque sales mode.Meanwhile,the better the consumer's personality preference and product value experience,their indirect positive impact on consumer's acceptance to opaque sales mode through consumer attitude is also stronger.
作者
雷俊丽
蒋国银
LEI Jun-li;JIANG Guo-yin(School of Information Management and Statistics, Hubei University of Economics,Wuhan Hubei 430205,China)
出处
《技术经济与管理研究》
北大核心
2018年第12期68-74,共7页
Journal of Technical Economics & Management
基金
教育部人文社科青年基金项目(16YJC630067)
湖北省高等学校优秀中青年科技创新团队计划项目(T201516)
湖北省教育厅人文社会科学研究青年项目(16Q199)
