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本文探讨了口碑信息各变量和产品涉入对消费者品牌转换意愿的影响,以及产品涉入的调节效应。研究发现产品涉入和口碑信息各变量对消费者品牌转换意愿均有正向显著影响。其中客观事实型对消费者品牌转换意愿的影响最大。调节作用分析表明客观事实型对消费者品牌转换意愿的影响受到产品涉入调节作用的影响。论文最后探讨了这些结论在管理上的应用。
This article explores the impact of various variables of word-of-mouth information and product involvement on the willingness of consumers to switch brands, and the regulatory effect of product involvement. The study found that all the variables of product involvement and word-of-mouth information have a positive and significant impact on the willingness of consumers to switch brands. Among them, the objective factual type has the greatest influence on the willingness of consumers to switch their brands. The regulatory effect analysis shows that the impact of objective factual type on the willingness of consumers to switch their brands is affected by the regulation of products involved. Finally, the paper discusses the application of these conclusions in management.