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本文关注了在个体购买产品之后的消费过程中同伴的不一致评价对他们消费后行为(价值认知、情感体验和再购买意愿)的影响,以及同伴影响方式(同伴的信任程度、控制程度和吸引程度)和产品利益的调节作用。结果表明,同伴的不一致评价对个体消费后行为有负向影响;个体感知的同伴的信任程度、控制程度和吸引程度的大小对不一致意见的负向影响有不同的调节作用(大小和方向);该调节作用的大小因产品的功效利益和享乐利益特点而异。该结果从社会影响角度解释了满意度对再购买意愿的预测不一致性。
This article focuses on the impact of inconsistent assessments of peers on their post-consumer behavior (value perception, emotional experience, and willingness to buy) during the consumption process after individual purchases, and how peers influence (peer trust, control, and attraction) Degree) and the regulation of product interests. The results show that the appraisal of peer inconsistency has a negative effect on individual post-consumer behavior. The degree of trust, degree of control and attraction of individual perceived peer have different regulating effects (size and direction) on the negative influence of inconsistent opinion. The magnitude of this regulation varies with the efficacy and hedonic interests of the product. The results explain the inconsistency of the predictions of satisfaction with re-purchase intention from the social impact point of view.