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为了探究以往消费者受情境诱导的影响程度不同的原因,本研究引入风险稀释理论和显著性理论从产品感知风险的角度阐述诱导效应的作用机制。用2×2的因子设计,检验产品感知风险和诱导情形对目标产品选择概率的交互作用。188名被试的实验结果显示高感知风险产品类型下诱导效应显著,而低感知风险产品类型下诱导效应不显著。进一步分析得出目标产品相对吸引力是诱导情形与目标产品选择概率的关系链中的中介变量,而产品的感知风险是有中介的调节变量的研究结论。
In order to explore the reasons for the different extent of consumer-induced influence by consumers in the past, this study introduces risk dilution theory and saliency theory to explain the mechanism of induction effect from the perspective of product perceived risk. Using 2 × 2 factorial design, test the perceived risk of the product and the interaction of the induced situation with the probability of the target product selection. The experimental results of 188 subjects showed that the inductive effect was significant under high perceived risk product types, while the inductive effect was not significant under low perceived risk product types. Further analysis shows that the relative attractiveness of the target product is the intermediary variable in the chain of the induced situation and the probability of the target product selection, and the perceived risk of the product is the mediating variable.