消费者涉入前因、涉入程度与购买意愿间关系的实证研究

消费者涉入程度的高低受到多种涉入前因的影响,而且涉入程度与购买意愿之间呈显著相关;涉入前因中营销刺激与个人兴趣与涉入程度呈显著相关,其他因素一般相关或微弱相关;涉入程度在消费者行为中是中介变量。笔者基于我国市场的特性和消费者行为的差异,验证了这些变量之间的关系,得出营销刺激是最大正向影响因素;在营销实践方面,验证了在现今的市场环境中"酒香也怕巷子深"现象。因此企业要以消费者需求为导向,制定整合营销传播策略,实施有效营销。

An Empirical Study on the Relationship among Involvement Antecedents,Involvement Extent and Purchase Willingness of Consumers

Involvement extent of consumers is influenced by a variety of involvement antecedents,and involvement extent and purchase willingness are significantly correlated;among the involvement antecedents,marketing stimuli is significantly related to personal interest and involvement extent and other factors are generally related or weakly related;involvement extent is a mediating variable in consumer behaviors.Based on the characteristics of Chinese market and the difference in consumer behaviors,the author verified the relationship among these variables and concluded that marketing stimuli is the greatest positive factor.Meanwhile,the statement "Good wine is also afraid of deep alley" was also verified.So enterprises should be oriented toward consumers’ needs,make integrated marketing communications strategy and carry out effective marketing.