忠诚顾客对竞争性营销说服的抵制——信息涉入度和产品知识的调节作用

有显著品牌忠诚的顾客会对外来的竞争性营销说服信息进行抵制,其进行抵制所采用的模式主要有偏好性拒绝模式、最小化影响模式和属性相对权重模式。笔者以国内皮鞋行业和皮鞋品牌为实验对象,探索了这三个模式中的调节变量。实证结果发现,顾客的信息涉入度对"偏好性拒绝模式"有显著的调节作用;顾客的产品知识对"属性相对权重模式"有显著的调节作用;但顾客的产品知识对"最小化影响模式"没有显著调节作用。

Loyal Customers Resisting Competitive Marketing Persuasion: the Moderating Effects of Involvement of Message and Product Knowledge

Customers with obvious brand loyalty will resist other competitive marketing persuasion information.They mainly use the methods such as the mode of Biased Assimilation,the mode of Minimizing Impact and the mode of Attribute Weighting.The author chooses the leather shoe industry and brands as the target of experiment and explores the moderators of these three modes.The empirical research finds that the involvement of message is a moderator of the mode of Biased Assimilation;the product knowledge is a moderator of the mode of Attribute Weighting;but is not a moderator of the mode of Minimizing Impact.Based on these findings,we talk about their marketing practice values.