摘要
基于社会认同理论,以崇他民族中心主义为调节变量,从产品情感和产品评价整合视角构建消费者善意对正面口碑传播和负面信息规避影响的概念模型。以搜索型和体验型产品为对象,通过问卷调查,在我国东中西部6个城市共收集824份有效数据,采用结构方程模型和Bootstrap等方法对模型进行实证检验。研究结果表明:消费者善意显著正向影响产品情感和产品评价,产品情感正向影响产品评价;产品情感和产品评价共同中介和分别独立中介了消费者善意对正面口碑传播和负面信息规避的影响;消费者崇他民族中心主义显著正向调节消费者善意对产品情感及产品评价之间的正向关系;搜索型产品和体验型产品在消费者善意对产品情感、产品评价及正面口碑传播和负面信息规避的影响机制中不存在显著差异。
Based on social identity theory and emotional attachment theory,this study takes Consumer Xenocentrism as a moderator variable to investigate the impact of consumer affinity on positive word-of-mouth and negative information resistance from the perspective of product emotion and evaluation.The questionnaire is adopted in this research and it collects 824 valid data from six cities in the eastern,central and western China.This research takes search goods and experience goods as objective respectively.The structural equation model and the Bootstrap method are used to test the model.The results show that:consumers affinity significantly affects the product evaluation and emotion,and product emotion has a positive influence on product evaluation.Tthe product evaluation and emotion are independently and jointly mediate the effect of consumer affinity on positive word-of-mouth and negative information resistance.Consumer Xenocentrism significantly moderates the positive effect of consumer affinity on product emotion and product evaluation.The effect of consumers affinity on the mechanism of product evaluation,product emotion,positive word-of-mouth and negative information resistance does not significantly differ between search goods and experience goods.
作者
贺爱忠
高杰
HE Aizhong;GAO Jie(Hunan University,Changsha,China)
出处
《管理学报》
CSSCI
北大核心
2019年第1期123-132,共10页
Chinese Journal of Management
基金
湖南省社会科学成果评审委员会重点课题资助项目(XSP18ZDI005)
湖南大学资政研究专项资助项目(201704)
关键词
消费者善意
产品情感
产品评价
正面口碑传播
负面信息规避
崇他民族中心主义
consumer affinity
product emotion
product evaluation
positive word of mouth
negative information resistance
consumer xenocentrism
