同伴对个体产品消费过程和消费后行为的影响——基于Kelman的态度改变过程理论

被引：6

作者：

马永斌

晁钢令

机构：

[1] 上海财经大学国际工商管理学院

来源：

山西财经大学学报 | 2011年 / 33卷 / 06期

关键词：

同伴影响; Kelman态度改变理论; 消费后行为; 功效和享乐利益; 同伴关系;

D O I：

10.13781/j.cnki.1007-9556.2011.06.009

中图分类号：

F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

本文研究了同伴对个体产品消费过程和消费后行为(价值认知、情感体验和再购意愿)的影响,以及产品的利益特点和同伴关系的调节作用。运用Kelman的社会影响理论,采用实地数据和贝叶斯统计方法分析了样本数据。结果表明:在产品消费过程中,同伴的产品知识主要影响个体消费以功效利益为主的产品后的价值认知和再购意愿,同伴的控制和吸引程度主要影响个体消费以享乐利益为主的产品后的情感体验;同伴关系对同伴产品知识和吸引程度影响的调节作用符合二次函数关系。

引用

页码：72 / 81

页数：10

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