双重路径决策中感应度的调节效应——基于多群组分析

Moderating effect of sensitivity in dual path decision making based on multi-group analysis

为了理解消费者双重路径决策中路径间的分工与合作规律,通过对两项产品的数据拟合和多群组分析发现:第一,消费者的产品选购过程可以用二阶段的双路径决策模型来描述;第二,在整个产品选购过程中,低感应个体属于恒定的"双路径并重型选购者",而高感应个体属于"单路径偏倚交替的选购者";第三,感应度是影响消费者决策模式的一个有潜力的变量,它在前后两个阶段中对于两个路径的使用比重起到恰好相反的调节作用。这些发现揭示了消费者对于商品信息的路径反应规律,它对于广告沟通策略具有应用价值。

In order to understand the law of division and cooperation in the dual path decision making of consumers,through fitting of four products data and multi-group analysis,this study has following findings.First,we can use decision-making model of two-stage process and dual-path to describe consumer purchase process.Second,in the entire product purchase process,lower sensitivity individuals take two-path balanced processing manner;in contrast,higher sensitivity individuals take single-path alternating bias processing manner.Third,the sensitivity is a potential variable in the consumer decision-making model and it has just the opposite moderating effect for using proportion of two paths in the former and later two stages.These can reveal consumer that phase response,phase reaction rules,there are significance for the market segmentation,brand positioning and advertising strategy.