基于消费者态度和认知信息详尽度的购买意愿研究

【作者】 刘婷婷；

【导师】 刘连龙；

【作者基本信息】 西北大学 ， 应用心理学， 2013， 硕士

【摘要】 本文以不同专业的大学生为被试,进行基于消费者态度和认知信息详尽度的购买意愿的研究,试图探讨不同消费者态度和认知信息的详尽度对购买意愿的影响。研究采用文字性的情景问卷,情景中描述了日用品和选购品两种产品的购买情景,被试在不同的情景下做出是否购买的选择。研究的结论为：第一,在产品类型为选购品时,男女在产品态度和品牌态度的维度上购买意愿有显著差异,在产品类型为日用品时,男女在产品态度和代言人态度的维度上购买意愿有显著差异。产品态度、品牌态度和代言人态度这三个变量对女生的购买意愿的影响都显著大于男生,且不分产品类型。第二,在高详尽度的认知信息条件下,在品牌态度这一变量上,文理科的购买意愿有显著性的差异,理科生的购买意愿相对于文科生更容易受到品牌态度的影响,且不分产品类型。第三,在对产品功能持肯定态度时,对品牌持不喜欢态度会对购买意愿产生影响,即会降低对产品的购买意愿,不分产品类型；但是当对产品功能持中立态度时,对产品、品牌和代言人持喜欢的态度都没有对购买意愿起到促进的作用,且不分产品类型。第四,高详尽度认知信息下的购买意愿显著高于低详尽度认知信息下的购买意愿,不分产品类型。第五,在认知信息详尽度条件下,日用品洗洁精的购买意愿与选购品电视机的购买意愿有显著性的差异,日用品洗洁精的购买意愿高于选购品电视机的购买意愿,且在高详尽度和低详尽度的认知信息下没有差别。第六,被试对品牌的态度与购买意愿有显著的相关,对品牌的态度和对代言人或广告宣传的态度可联合对购买意愿进行预测,不分产品类型,且在高详尽度和低详尽度的认知信息下没有差异。第七,对产品和代言人或广告宣传持喜欢态度时对消费者购买意愿的影响显著,不分产品类型,且在高详尽度和低详尽度的认知信息下没有差异。更多还原

【Abstract】 This article use college students that in different professional as subjects. This paper based on the consumer attitude and purchase intention of cognitive information detailed degrees of research, trying to explore the detailed degree of different consu mer attitudes and cognitive information impact on purchase inte-ntion. By textual res earch situation questionnaire, scenario describes the commo-dity and choose two kin ds of products to buy, subjects under different scenarios to make the choice of wheth er to purchase.The Conclusion of the research as followed:First, in the product type to choose and buy when, men and women in product attitude and purchase intention have significant differences on the dimensionns of brand attitude, in the product type for daily necessities, attitude and spo-kesman for men and women in the product dimension has the remarkable differ-ence on purchase intention。Product attitude, brand attitude and spokesman for the three variables affect the purchase intention of girls was significantly greater than boys, regardless of produ ct type.Second, under the condition of high degrees of cognitive detailed information, on this variable brand attitude, purchase intention of sciece and have significant differen ce, the school of science living the purchase intention of relative to liberal arts majors are more easily affected by the brand attitude, and regardless of pro-duct type.Third, held a positive attitude to the product function, the didn’t like wasthe attit ude of the brand will affect purchase intention, which will reduce the product purcha se intention, regardless of product type; But when to be neutral about product features, like of the products, brand and celebrity attitude to promote the purchase intention, an d regardless of product type.Fourth, high degree of cognitive information detailed purchase intention signific antly higher than that under low detailed purchase intention under the degree of cognit ive information, regardless of product typeFifth, under the condition of the cognitive degree of detailed information, purch ase intention and the choose and buy groceries with detergent product TV purchase intention have significant differences, purchase intention than the cho ose and buy gro ceries with detergent product purchase intention of the TVSixth, the subjects of brand attitude and purchase intention have significant corr elation, brand attitude and attitude to face or advertising can be combined to predict purchase intenti on, regardless of product type, and the high degree of detail and there is no difference between lower degrees of cognitive information detailed.Seventh, attitude toward products and advertising spokesperson or the like will increase consumers’ willingness to buy, regardless of product type, and the high degree of detail and there is no difference between lower degrees of cognitive information detailed.更多还原