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消费者涉入度是从消费者的主观角度出发,消费者在个人、商品以及情景等刺激因素的作用下产生的一种心理状态。消费者涉入倾向反映个人倾向性的心理特征,属于消费者个人动机的人格特质,具有一定的稳定性。消费者涉入倾向和感知风险都是影响其对品牌延伸产品评价的因素。消费者涉入倾向和感知风险各维度之间存在着不同的相关关系,不能笼统地界定感知风险和消费者涉入倾向之间的关系。对不同涉入倾向的消费者而言,感知风险对其对延伸产品的评价也有着不同程度的影响,高涉入倾向的消费者的感知风险对其对延伸产品的评价存在着显著的影响,而低涉入倾向消费者的感知风险与其对延伸产品的评价无显著相关关系。
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基本信息:
中图分类号:F713.55
引用信息:
[1]郑春东,马珂,王寒.消费者感知风险对消费者评价品牌延伸的影响[J].财经问题研究,2012,No.343(06):11-16.
基金信息:
国家自然科学基金项目“认知不对称视角的品牌延伸评价模型及其维度识别与强度测量研究”(71072154);; 教育部人文社会科学研究青年基金项目“基于消费者涉入转化的品牌延伸产品广告说服机理研究”(11YJC630204)
2012-06-05
2012-06-05