【摘要】 研究了消费者自我建构对新产品购买意愿的影响,探究了独特性需求的中介效应和广告信息的调节作用。研究结果表明:自我建构类型对新产品购买意愿有显著影响,相较于依存型自我建构的个体,独立型自我建构的个体对新产品的购买意愿更强,且独特性需求为中介变量。同时,不同广告信息在消费者自我建构影响新产品购买意愿中起到调节作用,即在"促进收益"广告信息下,独立型自我建构个体的新产品购买意愿更强,而在"防御损失"广告信息下,依存型自我建构个体的新产品购买意愿更强。更多还原

【Abstract】 This paper studies on the effect of consumer self-construal on the willingness to adopt new products,the mediation mechanism of need for uniqueness,and the moderating effect of advertising information.The results show that the type of self-construal has a significant impact on the willingness of new products adoption.Individuals who are independent(vs.interdependent)are more willing to adopt new products.In addition,need for uniqueness is the mediator.Individuals who are independent(vs.interdependent)have higher uniqueness needs.In addition,advertising information plays a moderator role.Under "promotion-gain frame" advertising information,independent(vs.interdependent)self-construal individuals are more willing to buy new products;while under "prevention-loss frame" advertising information,interdependent(vs.independent)self-construal individuals are more willing to buy new products.更多还原