| 说服策略对消费者再续品牌关系意愿的影响 |
| |
| 引用本文： | 姚琦,黄静.说服策略对消费者再续品牌关系意愿的影响[J].经济管理,2011(1). |
| |
| 作者姓名： | 姚琦 黄静 |
| |
| 作者单位： | 重庆交通大学财经学院;武汉大学经济与管理学院; |
| |
| 基金项目： | 国家自然科学基金项目“断裂的消费者—品牌关系再续研究”(70772045) |
| |
| 摘 要： | 本文在消费者长显与启动自我建构两种情景下证明了说服策略与自我建构类型的交互作用对消费者感知说服信息可信度的影响,验证了品牌依恋对消费者自我建构类型与说服策略交互作用到感知信息可信度的调节作用,证实了感知信息可信度对消费者自我建构类型与说服策略的交互作用到消费者—品牌关系再续意愿的中介作用。
|
| 关 键 词： | 说服策略 自我建构 品牌依恋 品牌关系 再续意愿 |
Effect of Persuasion Strategy on Consumer-Brand Relationship Restoration Intention |
| |
| YAO Qi,HUANG Jing.Effect of Persuasion Strategy on Consumer-Brand Relationship Restoration Intention[J].Economic Management,2011(1). |
| |
| Authors: | YAO Qi HUANG Jing |
| |
| Institution: | YAO Qi1,HUANG Jing2(1.Chongqing Jiaotong University,Chongqing,400074,China,2.Wuhan University,Wuhan,Hubei,430072,China) |
| |
| Abstract: | In the context of Chronic and Latent self-construal respectively,this paper proved the effects of interaction of persuasion strategy and self-construal on perceived credibility;verified the moderate effect of brand attachment from the interaction by self-construal and persuasion strategy to perceived credibility;confirmed the mediate effect of perceived credibility from interaction of self-construal and persuasion strategy to brand relationship restoration intention. |
| |
| Keywords: | persuasion strategy self-construal brand attachment relationship restoration intension |
| 本文献已被 CNKI 等数据库收录！ |
|
