同伴对个体产品消费过程和消费后行为的影响——基于Kelman的态度改变过程理论

Peer Influence on Individual's Product Consumption Process and Post-purchase Behaviors——Based on Kelman's Opinion Change Process Theory

本文研究了同伴对个体产品消费过程和消费后行为(价值认知、情感体验和再购意愿)的影响,以及产品的利益特点和同伴关系的调节作用。运用Kelman的社会影响理论,采用实地数据和贝叶斯统计方法分析了样本数据。结果表明:在产品消费过程中,同伴的产品知识主要影响个体消费以功效利益为主的产品后的价值认知和再购意愿,同伴的控制和吸引程度主要影响个体消费以享乐利益为主的产品后的情感体验;同伴关系对同伴产品知识和吸引程度影响的调节作用符合二次函数关系。

This article focuses on the peer influence on individual＇s product consumption process and their post-purchase behaviors（value recognition,emotional experience and re-purchase intention）,and the moderating effect of product characteristics（utilitarian and hedonic benefits） and peer relationship.Based on the Kelman＇s social influence process theory,using the sample from field environment,date is analyzed using Bayesian statistic model.Results indicate that peer＇s product knowledge mainly influence the value recognition and re-purchase intention of utilitarian benefit based products,peer＇s control and attractiveness have an effect on post-purchase feeling experience of hedonic benefit based products.The moderating effects of peer＇s relationship on peer influence（peer＇s product knowledge and attractiveness） accord with quadratic function.