消费者认知需要对销售人员销售策略的影响研究

A Study of the Effect of Need for Cognition on Direct Seller's Selling Strategy

本研究通过两个实验验证了认知需要水平对销售人员新产品销售策略的影响。实验1的研究结论表明认知需要高的消费者对采取全新归类策略的新产品的接受意愿更高,而认知需要低的消费者对采取增进归类策略的新产品的接受意愿更高。实验2的研究进一步表明,认知需要之所以产生上述作用的原因在于消费者在接触新产品信息过程中,认知努力的差异,并证实认知努力在销售人员新产品销售策略、认知需要和新产品接受意愿的作用关系中起到了中介的作用。本文的研究对企业、销售人员以及消费者都具有指导意义。

The current research investigates the effect of consumers＇ need for cognition on direct sellers＇ selling strategy through multiple-experiment design. Experiment 1 show that consumers with high need for cognition are more likely to accept new product which is introduced using really new categorized strategy, consumers with low need for cognition are more likely to accept new product which is introduced using incremental new categorized strategy. Furthermore, the results of experiment 2 find that this is the case because the role of cognitive efforts, which act as a mediator in the relationship between new product selling strategy, need for cognition, and willingness to accept. This research has some implications for corporate, direct sellers, and consumers＇ behavior.