功利和享乐主义目标冲突对连续消费决策的影响

Impact of utilitarian-hedonistic goal conflict on continuous consumption decisions

为深入了解在多目标冲突背景下消费者进行多次选择和决策的动态过程,基于锚定效应和消费者决策过程等理论,构建“功利和享乐主义目标冲突-购买决策涉入-消费者参与-连续消费决策”的理论模型,采用实证研究方法,剖析目标冲突水平对连续消费决策的内在作用机制,结果表明:(1)目标冲突水平显著影响连续消费决策,即目标冲突水平越高,消费者越倾向于选择突出策略;目标冲突水平越低,消费者越倾向于选择平衡策略。(2)购买决策涉入在目标冲突水平与连续消费决策之间起中介作用。(3)消费者参与在目标冲突水平与连续消费决策之间起中介作用。(4)购买决策涉入和消费者参与在目标冲突水平对连续消费决策的影响中起链式中介作用。为企业制定更为有效的营销策略提供理论依据和参考。

In order to understand the dynamic process of consumers′making multiple choices and decisions in the context of multi-goal conflict,this paper analyzes the internal mechanism of impact of goal conflict level on continuous consumption decision and constructs a theoretical model of"utilitarian-hedonistic goal conflict-purchase decision involvement-consumer participation-continuous consumption decision"based on the theories of anchoring effect and consumer decision process.Empirical results show that the level of goal conflict significantly affects continuous consumption decision:the higher the level of goal conflict,the more consumers tend to choose the prominence strategy;and the lower the level of goal conflict,the more consumers tend to choose the equilibrium strategy.Purchase decision involvement plays a mediating role between the level of goal conflict and continuous consumption decision.Consumer participation plays a mediating role between the level of goal conflict and continuous consumption decision.What′s more,purchase decision involvement and consumer participation play chain mediating roles in the impact of the level of goal conflict on continuous consumption decision.It provides the theoretical basis and reference for enterprises to develop more effective marketing strategies.