产品属性、消费者介入与新产品购买行为的关系

An Empirical Study on the Relationship among Product Attributes, Consumer Involvement and New Product Buying Behavior

基于1006位消费者的调查数据,在文献研究的基础上发展产品属性的测项并归纳出六个主要维度来检验信度和效度,发现产品属性显著影响消费者介入,后者对新产品购买行为有显著影响,消费者介入在产品属性与新产品购买行为的关系中起完全中介效应。

This paper develops six dimensions measuring product attributes via a literature review. We research the rela- tionships of product attributes, consumer involvement and NPBB. The results show that product attributes have a significant effect on consumer involvement and that consumer involvement has a significant positive effect on NPBB . The full mediating effect of consumer involvement on the relationship of product attributes and NPBB are proved.