经济问题
經濟問題
경제문제
ECONOMIC PROBLEMS
2012年
10期
51-54
,共4页
享乐和实用价值%负性情绪%忠诚评价
享樂和實用價值%負性情緒%忠誠評價
향악화실용개치%부성정서%충성평개
hedoric and utilitarian value failure%negative emotions%loyalty evaluation
通过考察评价时间的调节作用,重点关注立即与延迟条件下产品享乐和实用价值失败后消费者负性情绪与消费者忠诚的动态评价问题。通过理论推导与实证研究发现：产品享乐属性失败后较低的享乐价值体验会使消费者产生低觉醒程度的负性促进情绪,该情绪在延迟评价时会发生负向偏差,继而导致消费后延迟评价的忠诚水平比立即评价时更高;产品实用属性失败后较低的实用价值体验会使消费者产生高觉醒程度的负性预防情绪,该情绪在延迟评价时会发生正向偏差,继而导致消费后延迟评价的忠诚水平较立即评价时更低。
通過攷察評價時間的調節作用,重點關註立即與延遲條件下產品享樂和實用價值失敗後消費者負性情緒與消費者忠誠的動態評價問題。通過理論推導與實證研究髮現：產品享樂屬性失敗後較低的享樂價值體驗會使消費者產生低覺醒程度的負性促進情緒,該情緒在延遲評價時會髮生負嚮偏差,繼而導緻消費後延遲評價的忠誠水平比立即評價時更高;產品實用屬性失敗後較低的實用價值體驗會使消費者產生高覺醒程度的負性預防情緒,該情緒在延遲評價時會髮生正嚮偏差,繼而導緻消費後延遲評價的忠誠水平較立即評價時更低。
통과고찰평개시간적조절작용,중점관주립즉여연지조건하산품향악화실용개치실패후소비자부성정서여소비자충성적동태평개문제。통과이론추도여실증연구발현：산품향악속성실패후교저적향악개치체험회사소비자산생저각성정도적부성촉진정서,해정서재연지평개시회발생부향편차,계이도치소비후연지평개적충성수평비립즉평개시경고;산품실용속성실패후교저적실용개치체험회사소비자산생고각성정도적부성예방정서,해정서재연지평개시회발생정향편차,계이도치소비후연지평개적충성수평교립즉평개시경저。
By reviewing moderating effect of evaluation time, this paper focuses on the dynamic effects of consumer loyalty evaluations resulting from evaluations of negative emotion after undergoing product failure with lower hedonic or utilitarian values under immediate and delayed conditions. Studies have found that owing to the existence of post- consumption memory bias, and the delayed evaluation on negative promotion emotions for products with lower hedonic value will have a negative deviation, so that the delayed loyalty evaluation is higher than that of im- mediate evaluation. While the delayed evaluation on negative prevention emotions for products with lower utilitarian value will have a positive deviation, so that the delayed loyalty evaluation is lower than that of immediate evalua- tion.
