多元化口碑信息对矛盾消费者态度的影响研究——以网络团购用户为例-企业管理(市场营销)专业论文.docxVIP

Abst Abstract PAGE PAGE IV Abstract Attitude is a long-lasting and stable tendency that an individual holds to one thing, situation or others. It reflects a person’s feeling about certain things. Social psychologists point out that attitude links closely with behavior and it significantly affects and determinates behavior. Doing research on attitude is in order to predict the behavior of an individual. Thus research on the attitude of individual participants becomes an important topic in the field of social psychology. With the development of the research, scholars have a new perspective on attitude and put forward some new ideas and theories. They analyze and interpret “attitude” from multiple dimension, which changed people’s single perception of “attitude”. The traditional attitude research is established under the hypothesis framework of unified attitude, that is, assuming that people’s attitude of a commodity is either “like” or “dislike”. But new research in the field of consumer behavior and sociology indicates that binary ambivalence is more according with real psychological state of individuals in daily situation. Especially in the case of daily consumption, the consumer is more apparent in contradictory attitudes , that is to say, consumers may have positive and negative evaluation to certain commodities or service simultaneously, which is called “contradictory attitudes of consumers”. Because of close link between attitude and behavior, the attitude of hesitant, difficult trade-offs also increasingly affects the purchasing decisions and consuming behavior of the consumers. In this contradictory state of mind, consumers often search for relevant information from outside to refer to, especially other consumers’ reputation information. Network and varieties of electronic media produced hotbed for the dissemination of information, including reputation information. It brings the consumers a degree of convenience and brings some pressure to the runni