预设同侪反应下产品信息框架对大学生消费态度改变的影响研究——以医美类产品为例

Research on the Influence of Product Information Framing on College Students’Consumption Attitude Changes under Presumed Peer Response:A Case Study of Aesthetic Medicine Products

[目的/意义]结合预设同侪反应,探究三类信息框架对大学生消费态度改变的影响,为产品信息框架的构建与应用提供参考价值。[方法/过程]以医美类产品信息为对象,从风险、属性和目标信息框架的角度设计刺激材料,利用情景实验和问卷调查的方式,最终共收集到387份在校大学生的有效问卷数据;通过元方差分析和Bootstrap方法对信息框架的主效应以及预设同侪反应的中介作用进行检验。[结果/结论]证实大学生消费态度改变会受到信息框架和同侪群体的共同影响,在风险、属性和目标框架下,不同的信息描述方式对大学生消费态度改变的影响作用具有显著差异,并且预设同侪反应在三种信息框架对大学生消费态度影响过程中发挥中介作用。

[Purpose/Significance]Combining with the presumed peer response,this study explores the impact of three types of information framing on the change of college students’consumption attitudes,providing reference value for the construction and application of product information framing.[Method/Process]Taking aesthetic medicine products information as the object,stimulus materials were designd from the perspective of risky,attribute and goal information framing.Through scenario experiments and questionnaire surveys,a total of 387 valid questionnaire data from college students were collected.Multivariate analysis of variance and Bootstrap method were used to test the main effect of information framing and the mediating effect of presumed peer response.[Result/Conclusion]This study confirmes that the change of college students’consumption attitude is influenced by both information framing and peer groups.Under the risky,attribute and goal framing,various information description methods have significant differences in the impact on the change of college students’consumption attitude.Additionally,presumed peer response plays a mediating role in the process of the impact of the three information framing on college students’consumption attitude.