他人语言对消费者购买意愿的影响研究

Research on the Effect of Others’ Language on Consumers’ Purchase Intention

消费者购买行为除了会受到个体自身因素的影响,还极易受到社会中其他人的影响。本研究探究他人语言是否会影响消费者对日常功能型产品的购买意愿。结合双加工理论,指出感知价值和激活型积极情绪在其中的中介作用,并试图探讨人格特质的调节作用。本研究采用问卷调查的方法,发现激活型积极情绪和感知价值中介了他人语言和购买意愿的关系,高促进人格正向调节他人语言和激活型积极情绪、感知价值的关系,高预防人格反向调节他人语言和感知价值的关系。本研究结论完善了旁观陌生人传递的语言信息对消费者购买意愿的影响机制及作用边界,为企业营销实践提供思考和建议。

Consumers’ purchasing behavior is influenced by not only individual factors but also others in the society. This study investigates whether others’ language affects consumers’ purchase intention for everyday functional products. Leveraging on dual-process theory, this paper points out the mediat-ing role of perceived value and positive activating emotions between others’ language and purchase intention, and the moderating role of individual traits among these relationships is investigated. Using the method of questionnaire survey, this study found that positive activating moods and per-ceived value mediated the relationship between language of others and purchase intention. High promotion focus positively moderated the relationship among others’ language, positive activating moods and perceived value. High prevention focus negatively moderated the relationship between others’ language and perceived value. The conclusion of this study improves the mechanism and boundary of the influence of verbal information delivered by onlookers on consumers’ purchase in-tention, and provides thinking and suggestions for enterprises’ marketing practice.