共查询到19条相似文献,搜索用时 625 毫秒
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以往关于产品绿色属性对消费者购买意愿影响的研究尚未达成一致结论。文章通过两个情境实验系统性地探讨了不同产品类型情境下产品绿色属性对消费者购买意愿的影响机制。结果表明,对于享乐型产品,高绿色属性中心性相较于低绿色属性中心性会激发消费者更强烈的购买意愿。对于实用型产品,低绿色属性中心性相较于高绿色属性中心性会激发消费者更强烈的购买意愿。此外,在享乐品情境下,自我表达收益在高绿色属性中心性提升消费者购买意愿的过程中起中介作用;在实用品情境下,环境功利收益在低绿色属性中心性提升消费者购买意愿的过程中起中介作用。 相似文献
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基于1006位消费者的调查数据,在文献研究的基础上发展产品属性的测项并归纳出六个主要维度来检验信度和效度,发现产品属性显著影响消费者介入,后者对新产品购买行为有显著影响,消费者介入在产品属性与新产品购买行为的关系中起完全中介效应。 相似文献
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“每天2.2元”的这种以日计的促销口号越来越流行,在汽车行业,在各家银行的支付页面,都屡见不鲜。国外将此种促销口号定义为“时间价格重构”,且已有研究表明,此种类型的促销口号对消费者的感知和购买意向均会产生正向或贞向的影响。本文在此研究的基础上,加入产品类型这一调节变量,以汽车促销口号为例,研究时间价格重构的促销口号对功能型产品、功能/享乐型产品、享乐型产品在消费者感知和购买意向的影响。研究表明,“日付”能提高消费者对功能型产品、功能/享乐型产品、享乐型产品的价格吸引力感知;“日付”能够降低消费者对于享乐型产品的被误导感知;“日付”能增加消费者对于功能型和享乐型产品的购买意向。 相似文献
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本文从产品和服务属性分类的视角,引入了反映不同属性的变量:享乐性和实用性,来探讨其对不同价格折扣呈现方式的偏好影响。实验结果表明,当产品属性为享乐性时,消费者更倾向于采用比例折扣,当产品属性为实用性时,消费者更倾向于采用金额折扣。本文为商家具体运用不同价格折扣方式时提供了有益的参考。 相似文献
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借鉴非纯粹利他主义模型的温情效应和线索一致性理论,并通过采用实验方法,分析了企业社会创新产品道德属性对顾客购买意愿的具体影响机制,以及温情感(或称顾客温情感)的中介效应和产品类型的调节效应。本研究发现:企业社会创新产品的象征性和功能性道德属性均能增强顾客购买意愿;顾客温情感在企业社会创新产品道德属性对顾客购买意愿的正向影响中起中介作用;对享乐品而言,象征性道德属性比功能性道德属性更能增强顾客温情感,进而更能增强顾客购买意愿;对实用品而言,功能性道德属性比象征性道德属性更能增强顾客温情感,进而更能增强顾客购买意愿。 相似文献
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网络消费者品牌偏好与品牌选择的关系研究 总被引:1,自引:0,他引:1
本文研究了网络消费者品牌偏好与品牌选择之间的关系。从品牌偏好形成过程的视角,界定网络消费者品牌偏好的三个维度,构建了以购买意愿为中间变量的品牌偏好与品牌选择的概念模型。本文以手机使用的主要群体——年轻人作为研究对象,利用问卷调查获得相关数据,并对其进行信度和效度分析,运用结构方程建模来研究品牌偏好和品牌选择的关系。研究结果表明,品牌偏好的三个维度:认知偏好、情感偏好以及行为意向偏好对购买意愿有正向影响,并通过购买意愿间接影响品牌选择,其中情感偏好直接对品牌选择产生显著的正向影响。 相似文献
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公司形象对消费者信任和购买意向的影响机制 总被引:4,自引:0,他引:4
公司品牌形象是影响消费者信任的重要前因变量,但现有研究并未揭示出公司形象的不同维度对消费者信任影响的差异性以及公司形象通过信任进而影响购买意向的机制和过程。文章将消费者对品牌的信任划分为可信性和善意,探讨了公司形象的能力和社会责任两个重要维度通过信任对购买意向的影响机制。研究发现,公司能力和企业社会责任都能通过可信性和善意影响消费者对产品的购买意向;除间接影响外,公司能力可以直接影响消费者购买意向,但企业社会责任对购买意向没有直接影响;公司能力偏重于影响信任的可信性,企业社会责任偏重于影响信任的善意。 相似文献
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Edward Shih-Tse Wang 《食品市场学杂志》2017,23(3):239-250
Since consumers primarily make in-store purchase decisions, firms use product packaging to attract potential consumers. Ever-increasing market competition in many food product industries has further fueled this phenomenon in firms. However, the question of how retail food packaging affects consumer processes has received very little attention. This study investigates the benefits of food packaging on consumer responses to hedonic products by comparing different benefits (i.e., utilitarian and hedonic) of food packaging to understand which one has more impact on consumers’ perceived quality and purchase intention. The results show that both utilitarian and hedonic benefits of retail food packaging are critical predictors of consumer evaluations but play different important roles in determining customers’ reactions. Utilitarian benefits of food packaging impact perceived quality more than hedonic benefits do. Compared to utilitarian benefits, hedonic benefits of retail food packaging have more impact on consumer purchase intention. 相似文献
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Emílio José Montero Arruda Filho Júnio De Souza Simões Cristiana Fernandes De Muylder 《Journal of Marketing Management》2020,36(1-2):128-148
ABSTRACTThis research seeks to identify the influence of perceived risk in the purchase intention environment regarding innovative technological products, and also to understand how brand trust reduces the expected impact of this risk due to the hedonic and utilitarian characteristics influencing purchase intention. Quantitative research was carried out and analysed through structural equation modelling, where the influence of perceived risk on utilitarian value and purchase intention was identified, as well as the influence of brand trust in reducing this risk. The conceptual implications of the study describe as the perceived risk moderates hedonic features less compared to utilitarian features regarding purchase intention, thus demonstrating that emotional relationships are less affected by this risk. The managerial implications suggest that devices with utilitarian characteristics should be more carefully planned according to their brand and complexity, while hedonic products do not require brand trust to guarantee consumers’ purchase intention in the current innovative scenario. 相似文献
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Touchscreen technology has rapidly penetrated the consumer market and embedded itself into our daily lives. Given the pervasiveness of this new phenomenon, we know surprisingly little about its effect on consumers. This research updates academic theory by investigating how newly evolved touchscreen technology affects consumer behavior. Across three lab experiments with university students, we found purchase intentions differ across device and product nature. In particular, this research demonstrates that purchase intention differs between touchscreens and desktop computers. Further, situation-specific thinking style is revealed as an underlying mechanism that contributes to such differences, such that touchscreens evoke a stronger experiential thinking style, while desktops evoke a stronger rational thinking style. Moreover, the findings suggest that greater experiential thinking enhances a consumer’s preference towards hedonic products, while greater rational thinking endorses utilitarian products. Together, this pattern leads touchscreen users to prefer hedonic products over utilitarian products. Given the growing usage of touchscreen devices, this research has important implications for consumers, marketers, and policy makers. 相似文献
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Why do consumers choose a private versus national brand? A between-subjects factorial design was used to address this question in two product categories: shampoo and athletic shoes. Three determining factors were used—regulatory focus: promotion versus prevention; brand types: national versus private; and attribute framing: hedonic versus utilitarian—to predict consumer attitude towards the brand, its ad, and purchase intention. The results provide support for the interactions between regulatory focus and attribute framing for shampoo, and between regulatory focus and brand types for shoes. When exposed to shampoo ads, promotion focused consumers have a more positive attitude toward the ad and a higher purchase intention if the ad features utilitarian rather than hedonic attributes. Further, both promotion and prevention focused consumers prefer national brands of shoes to private labels. One possible explanation may lie in private versus public consumption of shampoo and shoes. 相似文献
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Min Zhang Yiwei Li Yuzhuo Li Xingyao Ren 《International Journal of Consumer Studies》2023,47(3):1139-1156
Augmented reality (AR) is increasingly coming into the spotlight for its potential to improve the consumer experience through the creation of presence. This research aims to explore the theoretical mechanisms through which AR-based product presentation influences online store attractiveness and whether the effects differ in the purchasing contexts of hedonic and utilitarian product types. From the perspective of consumers' bidimensional experience, we find that AR increases online store attractiveness by creating perceived coolness (intrinsic attribute) and spatial presence experience (extrinsic attribute), which would further have a positive impact on consumers' purchase intention. The mediating mechanisms are different in purchasing contexts of various product types: for hedonic products, perceived coolness and spatial presence are parallel mediating factors leading to the improvement of online store attractiveness; while for utilitarian products, only the mediation effect of spatial presence presents. Our findings enrich the literature on AR marketing by proposing an insightful mediating force (i.e., perceived coolness) to complement the effect of presence, and explore the different purchasing contexts. We also provide managerial guidance for e-retailers to differentiate AR interface design for diverse product types to apply AR technology effectively. 相似文献
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Customers' preference for the hedonic benefits (e.g., aesthetics) and utilitarian benefits (e.g., functionality) offered by a product varies depending on the context—buying versus selling, and choice versus willingness‐to‐pay. However, a customer's preference formation could involve brand information or price information in addition to the benefits offered by the product. It is unclear how the consideration of brand or price information influences customers' relative preference for hedonic and utilitarian product benefits. Does this information alter preference in favor of a product that offers greater utilitarian or greater hedonic benefits, and why? The results show that (1) hedonic (utilitarian) attributes have a significantly stronger influence on consumer preference when accompanied by a strong (weak) versus a weak (strong) brand; and (2) in the presence of price information, hedonic attributes have a dominant influence on consumer preference compared to in the absence of price information. The article concludes with a discussion of the theoretical contributions and managerial implications of design for synergy with brand or price information. © 2010 Wiley Periodicals, Inc. 相似文献
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Wagner Junior Ladeira Walter Meucci Nique Diego Costa Pinto Adilson Borges 《International Review of Retail, Distribution & Consumer Research》2016,26(5):502-520
Previous retailing studies have linked consumer satisfaction to perceived hedonic or utilitarian product value. This research extends previous studies by examining how the context in which the product is purchased (store attributes) and product value influence consumer satisfaction. We conducted a field study with 213 consumers attending two major running events. The findings from structural equation modelling suggest that a specific combination of store attributes (tangible and intangible) and hedonic product value has a positive influence on satisfaction. Results also show that tangible store attributes have a stronger positive impact on utilitarian (vs. hedonic) product value, and that intangible store attributes have a positive impact on hedonic product value. However, we found that only hedonic product value has a positive impact on satisfaction. This research contributes to theory by showing that a match between store attributes (tangible and intangible) and hedonic product value can positively influence satisfaction. In managerial terms, the findings provide insights on how to improve consumer satisfaction in retail environments through store attributes and hedonic product value. 相似文献
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The literature indicate that when flow is approached as unidimensional, its effects on online purchase intention are always positively significant, however the results of the studies where the flow is approached as a multidimensional level, is far from indicating a general tendency. The inconsistent results appeared in the literature are regarded as a result of overlooking both the utilitarian and hedonic significance of research context and the hedonic and utilitarian characteristics of the flow's sub-dimensions. In this direction, the effects of flow on online purchase intention are examined upon consideration of those two factors. Research's data were gathered via e-mail survey from an online shopping website's database. A total of 490 samples obtained in this study were analyzed with structural equation modeling. The results indicates that the flow's most valuable antecedent is feedback in the context of online purchase. The dimensions of “enjoyment”, “perceived control” and “merging of action and awareness” has positive and time distortion has negative significant effects on online purchase intention. However, no significant effects of the concentration and curiosity on online purchase intention were determined. 相似文献
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Daniele Scarpi 《Journal of Interactive Marketing》2012,26(1):53-67
Consumers may act on the spur of the moment, driven by fun and curiosity, or be goal-oriented, task-focused utilitarians. This study investigates the effects of consumers’ hedonic and utilitarian orientation online on price consciousness, frequency of purchase, purchased amount, intention to re-patronize a Web site and expertise with the Internet. It specifically considers purchasing, not mere browsing, basing on data collected on customers of one of the largest Italian online retailers for electronics. The data show significant differences between hedonic and utilitarian orientation online with regard to past purchase frequency, the amount purchased and the intention to re-patronize the Web site in the future. The findings suggest that utilitarianism is strongly present online, and is valuable, thus utilitarian consumers should not be neglected, but hedonism is even more profitable, impacting on the number of items purchased and the intention to come back to the Web site. No differences are found in the level of price consciousness or in the degree of expertise with the Internet. 相似文献