是“只见树木”还是“整片森林”——性别对消费者比较信息处理过程的调节作用

发布时间：2018-03-21 13:28

本文选题：性别　切入点：购买自信水平　出处：《南开管理评论》2016年03期 　论文类型：期刊论文

【摘要】：本研究基于消费者性别角色的视角,探讨性别对消费者决策过程的影响,对认知心理学领域的结构匹配模型进行补充和延伸。本研究以学生群体为研究对象,采用情境模拟实验方法,具体考察了消费者对比信息处理过程时的性别差异。实验研究的结果显示,不同性别消费者的对比决策过程截然不同。具体来说,男性消费者在对比决策时比女性消费者更多地关注可以直接比较的属性信息,这种性别差异在高购买自信水平(和低购买自信水平相比)的情况下更为显著。同时,女性消费者在对比决策时比男性消费者更多地关注独特的差异化属性信息,这种性别差异在低购买自信水平(与高购买自信水平相比)的情况下更为显著。
[Abstract]:Based on the perspective of consumer gender role, this study explores the influence of gender on consumer decision-making process, complements and extends the structural matching model in the field of cognitive psychology. Using the method of situational simulation experiment, this paper specifically examines the gender differences in the process of consumer contrast information processing. The results of the experiment show that the comparative decision-making processes of consumers of different genders are very different. Specifically, Male consumers pay more attention to directly comparable attribute information than female consumers when comparing decisions. This gender difference is more significant in the case of high purchasing confidence level (compared with low purchase confidence level). At the same time, Compared with male consumers, female consumers pay more attention to the unique differential attribute information than male consumers. This gender difference is more significant in the case of low purchasing confidence level (compared with high purchase confidence level).
【作者单位】：对外经济贸易大学国际商学院;对外经济贸易大学商学院;
【基金】：国家自然科学基金项目(71372004) 对外经济贸易大学中央高校基本科研业务费专项资金(14YQ03)资助
【分类号】：F713.55;C913.14

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