产品消费过程中同伴的不一致评价总是不利吗?——基于社会影响和不忠诚消费行为的视角

Is It Always Not Good of Peer's Incongruent Opinion during the Product Consumption Process?——Based on the Perspective of Social Influence and Disloyal Consumption Behavior

本文关注了在个体购买产品之后的消费过程中同伴的不一致评价对他们消费后行为(价值认知、情感体验和再购买意愿)的影响,以及同伴影响方式(同伴的信任程度、控制程度和吸引程度)和产品利益的调节作用。结果表明,同伴的不一致评价对个体消费后行为有负向影响;个体感知的同伴的信任程度、控制程度和吸引程度的大小对不一致意见的负向影响有不同的调节作用(大小和方向);该调节作用的大小因产品的功效利益和享乐利益特点而异。该结果从社会影响角度解释了满意度对再购买意愿的预测不一致性。

This study focuses on effect of peer＇s incongruent opinion on individuals＇ post-purchasing behavior （product value recognition, emotional experience and re-purchase intention） during the consumption process （after purchasing） and the moderator effect of peer＇s influence type （perceived peer＇s credibility, control and attractive- ness） and product benefit. Using date sampled from field environment and Bayesian statistical method, the results shows that the incongruence of peer＇s opinions has a negative impact on consumers＇ post-purchasing behavior. Indi- vidual perceived influence types of differently moderate the impact of incongruent opinion on different aspects of post-purchasing behavior （weight and direction）. And this moderator effect of perceived peer＇s influence type on post-purchases behavior varies with products＇ （utilitarian and hedonic） benefits. This result gives another explana tion of lack of correlation between satisfaction and repurchasing intention from the perspective of social influence.