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Building and testing models of consumer purchase intention petitive and multicultural environments.pdf
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Building and testing models of consumer purchase intention petitive and multicultural environments ☆ Lefa Teng a,?,Michel Laroche b aDepartment of Marketing and Consumer Studies,University of Guelph,Ontario,Canada N1G 2W1 bRoyal Bank Distinguished Professor of Marketing,John Molson School of Business,Concordia University,Montreal,Canada H3G 1M8 Received 1 March 2006;received in revised form 1 August 2006;accepted 1 September 2006 Abstract This research develops and empirically tests models of consumer purchase behavior in petitive environment.The research extends the dual mediation model to include ad affective responses,confidence in evaluating a brand petition.The results show that ad affect is an important determinant in the formation of ad attitude.Consumers' brand cognitions not only impact their brand attitudes,but also influence their confidence in evaluating the brand.Confidence influences their purchase intentions.In addition,competing ads and brands have negative effects on consumers' attitudes and purchase intentions toward a focal brand in a focal ad.However,North American and Chinese consumers follow the same brand decision-making process regardless of their cultural orientation.The article includes directions for practical applications and futu re research.?2006 Elsevier Inc.All rights reserved.Keywords: Consumer decision-making;Affect;Confidence;Competition 1.Introduction Existing information processing theory generally argues that consumers process attribute information independently for dif- ferent brands pare the values summated across all relevant attributes ( Fishbein and Ajzen,1975 ).However,this theory limits the ability of consumer behavior models to dis- cover the real marketing phenomenon,petition has been ignored.Consumer decision-making process is pet- parison and is the result petition at each stage of ad and brand information processing ( Laroche,2002;Laroche and Sadokierski,1994 ).Even though the dual mediation model has been widely adopted by researchers studying the underlying antecedents and consequents of attitude toward ad (Aad),atti- tude toward brand (Ab) and purchase intention (PI) constructs,it also does not petition into account.In addition,the model misses ad affect (AFFad) and confidences in evaluating the brand (CONb),which are key constructs and have important implications in terms of the formations of ad attitude and pur- chase intention ( Edell and Burke,1987;Gardner,1985;Laro- che,2002 ).Therefore,the study attempts to address these issues and contribute to the literature on the understanding of the mechanisms that information about peting ad and brand is paratively and that evaluations of peting ad and brand directly and negatively influence evaluations of a focal ad and brand.This article provides a prehensive understanding of the effects of advertising on consumer attitude and pu 内容来自188 金宝搏www.atombb.com转载请标明出处.
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