产品属性对人际互动和意向忠诚的影响——一项关于网络红包的研究

【摘要】 产品作为媒介不仅能唤起人的情感,促进人际互动,还影响人们对产品的购买意向。本文从产品属性的角度探讨功用属性和享乐属性对人际互动和意向忠诚的影响,研究结果表明:产品的享乐属性对人际互动和意向忠诚都具有显著影响;通过Bootstrap方法检验发现人际互动在享乐属性和意向忠诚之间起部分中介作用,即产品享乐属性越强,就越能触发人际互动,产品的人际互动越多,人们对产品的意愿忠诚度就越高。因此,企业在设计产品时应适当增加产品的享乐属性。同时为顾客搭建产品互动平台,提高顾客互动的质量和强度。更多还原

【Abstract】 Products as a medium can not only arouse people’s emotions, promote human interaction, but also affect people’s purchase intention. From the perspective of product attributes, this paper discusses the effects of functional attributes and hedonic attributes on interpersonal interaction and intention loyalty. The results show that the hedonic attributes have a significant influence on interpersonal interaction and intention loyalty. Through the Bootstrap method, it is found that interpersonal interaction plays an intermediary role between hedonic attributes and intentional loyalty, that is, the stronger product hedonic attributes will trigger more interpersonal interactions, and the more human interactions will bring with higher intention loyalty. Therefore, in the design of products, enterprises should appropriately increase the product’s hedonic attributes, and at the same time, build the product interaction platform for customers to improve customer interaction quality and intensity.更多还原