消费者矛盾态度研究综述与展望

发布时间：2018-05-10 04:51

本文选题：矛盾态度 + 信息处理　；参考：《外国经济与管理》2016年02期

【摘要】：网络经济的发展和消费者需求的提高使得消费者在消费决策中时常出现矛盾态度。与传统的一元态度相比,矛盾态度可以更准确地体现消费者的心理,解释消费者的行为。本文基于已有的国内外消费者矛盾态度相关研究,对消费者矛盾态度的内涵与测量、前因和后果,以及企业针对消费者矛盾态度的管理策略进行了述评,并对未来研究方向进行了展望。
[Abstract]:With the development of network economy and the improvement of consumer demand, consumers often have contradictory attitudes in their consumption decisions. Compared with traditional monistic attitude, contradictory attitude can more accurately reflect consumer's psychology and explain consumer's behavior. This paper reviews the connotation and measurement of consumer ambivalence attitude, antecedents and consequences, as well as the management strategies of enterprises on consumer ambivalence attitude, based on the existing domestic and foreign research on consumer ambivalence attitude. The future research direction is prospected.
【作者单位】：杭州电子科技大学管理学院;
【基金】：浙江省信息化与经济社会发展研究中心项目(ZX130207304004)
【分类号】：F713.55

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