忠诚顾客对竞争性营销说服的抵制——信息涉入度和产品知识的调节作用

摘要有显著品牌忠诚的顾客会对外来的竞争性营销说服信息进行抵制，其进行抵制所采用的模式主要有偏好性拒绝模式、最小化影响模式和属性相对权重模式。笔者以国内皮鞋行业和皮鞋品牌为实验对象，探索了这三个模式中的调节变量。实证结果发现，顾客的信息涉入度对“偏好性拒绝模式”有显著的调节作用；顾客的产品知识对“属性相对权重模式”有显著的调节作用；但顾客的产品知识对“最小化影响模式”没有显著调节作用。

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	陆卫平

关键词：忠诚顾客营销说服抵制模式信息涉入度产品知识调节作用

Abstract： Customers with obvious brand loyalty will resist other competitive marketing persuasion information. They mainly use the methods such as the mode of Biased Assimilation, the mode of Minimizing Impact and the mode of Attribute Weighting. The author chooses the leather shoe industry and brands as the target of experiment and explores the moderators of these three modes. The empirical research finds that the involvement of message is a moderator of the mode of Biased Assimilation; the product knowledge is a moderator of the mode of Attribute Weighting; but is not a moderator of the mode of Minimizing Impact. Based on these findings, we talk about their marketing practice values.

Keywords： Loyal Customer Mode of Resistance to Marketing Persuasion Involvement of Message Product Knowledge Moderating Effec

收稿日期 2011-05-28; 接受日期 2012-01-13;

基金资助:浙江省高等学校优秀青年教师资助计划项目（2011SJ098)。

作者简介: 陆卫平（1980-)，男，江苏南通人，博士，浙江外国语学院国际工商管理学院讲师，主要从事消费者行为、品牌管理研究。

引用本文:

陆卫平.忠诚顾客对竞争性营销说服的抵制——信息涉入度和产品知识的调节作用[J]. 经济经纬, 2012,1: 93-97

LU Wei ping.Loyal Customers Resisting Competitive Marketing Persuasion: the Moderating Effects of Involvement of Message and Product Knowledge[J] Economic Survey, 2012,V(1): 93-97

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2012/V/I1/93