危机应对策略对消费者矛盾态度和购买意愿的影响

Impact of Coping Strategies to the Crisis on Consumers’ Ambivalent Attitude and Buying Intention

采用2×2两因素被试间实验设计探讨初始矛盾态度及危机应对策略对消费者矛盾态度和购买意愿的影响。结果表明:当消费者初始矛盾态度水平较低时更可能受辩解策略的影响,从而使其负面态度和矛盾态度下降;当消费者初始矛盾态度水平较高时更可能受和解策略的影响,从而使其负面态度和矛盾态度下降;正面态度/负面态度可以显著正向/负向预测消费者的购买意愿,矛盾态度在其中起调节作用,即矛盾态度水平越高,正面/负面态度与购买意愿之间关系的不确定性越高。

On the basis of Elaboration Likelihood Model(ELM),this study aims to explore how coping strategies to the crisis influences consumers’ambivalent attitude and buying intention.A 2×2 factorial between-subjects design was implemented within the groups.A pretest-posttest design was used for each group.All analyses reported here involve 181 participants.The results of the experiments indicated the following:(a)Coping strategies to the crisis have different impacts on participants with different ambivalent attitudes.Specifically,when the level of participants’initial ambivalent attitude is relatively low,they are more likely to be affected by the defensive strategies,thus reducing their negative and ambivalent attitudes.When participants’initial ambivalence level is higher,they are more likely to be affected by accommodative strategy,thus reducing their negative and ambivalent attitudes.(b)Positive/negative attitude can significantly predict participants’buying intention,and ambivalent attitude plays a moderating role in it.In other words,the higher the level of ambivalence,the higher the uncertainty of the relationship between positive/negative attitude and buying intention.