| 摘要: |
| 产品类别是消费者行为研究的重要变量,消费者渠道偏好往往因为产品类别的不同而迥异。
消费者购买不同类型产品时的渠道偏好有何不同? 基于调节定向理论,引入产品实用享乐性与风险性,探
究消费者购买不同类型产品时的消费者渠道偏好差异。 围绕产品的实用享乐性、风险性与消费者渠道偏好
的调节定向匹配提出了 4 个假设,运用实验法采集数据,通过对样本数据的多项 Logistic 分析,对假设进行
了检验,并提出企业顾客管理建议,以期为企业根据产品类型区别建设渠道提供决策支持。 |
| 关键词: 产品类型 消费者渠道偏好 实用与享乐 产品风险 调节定向 |
| DOI： |
| 分类号: |
| 基金项目: |
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| The Heterogeneity of Consumer Channel Preference under the Differences ofProduct Type:Based on the Theory of Regulatory Focus |
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GUO Yan, WANG Chong1,2
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1. School of Business, Jiangsu Ocean University, Lianyungang 222005, Jiangsu, China;2. School of Business Administration, Nanjing Audit University, Nanjing 211815, China
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| Abstract: |
| Product category is the key variable of consumer research. Consumer channel preference is re_x005fmarkable different according to different product category. Otherwise, what is the differences of channel preference when consumers purchasing different product categories? Introducing products’ utililitarian, hedonic and
perceived risk, based on regulatory focus theory, the paper try to explore the differences of consumers’ channel
preference when purchasing products with different attributes. This paper proposes four hypotheses around considering products’ utililitarian, hedonic and perceived risk, uses experimental method to collect data, and verifies the hypotheses by multinomial logistic analysis of the sample data. And some customer management suggestions of enterprises are put forward, aiming to provide decision support that enterprises can construct channels
differently according to product attributes. |
| Key words: product type consumer channel preference utililitarian and hedonic product risk regulato_x005fry focus |
