Effects of Lay Rationalism, Attitude Dimension and Involvement Type on Intent to Purchase Hedonic Product

• 발행기관: 한국유통과학회
• 저자명: Nak-Hwan CHOI Yunwei CAI Zhonghua LI
• 간행물 정보: 『유통과학연구(JDS)』제17권 제8호, 45~56쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.08.30

영문 초록

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - “Wenjuanxing” was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.

목차

Abstract

1. Introduction

2. Literature Review and Hypotheses

3. Research Methodology

4. Analysis and Results

5. Conclusion

References

키워드

Attitude Dimensions Involvement Type Lay Rationalism Hedonic Product Purchase Intention.