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论文编号：	9973
作者编号：	2120162753
上传时间：	2018/6/6 13:56:00
中文题目：	消费者自我形象改变 对不一致新产品选择偏好的影响研究
英文题目：	Research on the Influence of Self-image Change on Incongruent New Product Preference
指导老师：	杜建刚
中文关键字：	认知灵活性;产品不一致性;自我形象;认知负载;产品偏好
英文关键字：	Cognitive flexibility; Product incongruity; Self-image; Cognitive load; product preference
中文摘要：	在市场竞争日趋激烈的今天，产品创新对于企业而言意义非凡，推出新产品 可以避免陷入同质化竞争的僵局，还能够不断地刺激消费者的眼球，保持品牌活 跃度。尽管创新有很多好处，但是新产品的市场采纳情况一直不尽如人意。对于 消费者来说，尽管创新升级带来了新奇感，并承诺了更好的体验，但是新产品和 常规产品的不一致性会造成消费者的困惑进而影响对新产品的偏好。本文中对 不一致新产品的定义具体是指那些在原有产品基础上进行改进升级的渐进式创 新产品，由于升级而导致某些常规属性和该品类其他产品产生明显差异，这种产 品通常和消费者对该类产品的常规预期不一致。本文的研究假设认为，新产品的 不一致属性会影响消费者对其的评价，当消费者的认知灵活性 升，能够更好地 理解不一致新产品的创新意义时，对新产品的偏好就会 高。进一步，本文认为， 自我形象改变和理解新产品的不一致性的过程类似，当个体发生形象改变后，适 应新形象的自我和日常自我之间的差异，理解新形象可能带来的好处需要个体 激发更高水平的认知灵活性。启动到较高水平的认知灵活性可以继续作用于对 新产品的不一致理解，进而适应新产品和常规产品的差异。 所以，本文选取自我形象改变为切入点，论证自我形象改变后的个体对不一 致新产品的评估和购买行为。通过四个实验尝试验证相关假设并得到如下结论: 当个体自我形象发生改变，对不一致新产品具有更高的接受度(实验一);自我 形象改变会 高个体的认知灵活性，且认知灵活性会中介自我形象改变与新产 品采用之间的关系(实验二、三);当个体处于低认知负载时，自我形象改变可 以 高个体的认知灵活性，进而促进不一致新产品的购买;反之，当个体处于高 认知负载时，此效应不存在(实验四)。 本文研究的贡献在于，以认知灵活性作为中介，将自我形象改变和不一致新 产品选择相联系，丰富了关于认知灵活性理论的研究，并且为商家的新产品推广 营销 供了解决思路。
英文摘要：	With the increasingly drastic market competition, product innovation beco me the focus of many companies. In order to avoid homogeneity competition and keep brand famous, more and more companies devote efforts on developin g new products to obtain higher market share and seize the consumers' eyes. Although product innovation can make lots of benefits, new products’ performa nce is not satisfying. From the perspective of consumers, despite new products promise novelty and better experience, the new product’s incongruity will conf use consumers and influence the product evaluation. In this paper，incongruent product means the incremental new product which is obviously different from conventional product on some product attributes because of product improveme nt. Incongruent product isn't consistent with consumers' general image on this category. This paper indicates that with increasing cognitive flexibility, consume r will be able to make sense of incongruent new product, and then the accept ance of incongruent products will improve. Changing one’s self image is simil ar to the acceptance of new products. When people change their self image, th ey need to adopt the difference between new image and their regular image a nd assume the benefits of their new image. That requires people to arouse hig her level of cognitive flexibility, which is helpful for consumers to solve the p roduct incongruity and adopt the different between new products and regular p roducts This paper discuss how changing self-image can influence consumers’ eval uation and purchase preference. Results from four experiments show these conc lusions: changing ones self-image will cause higher evaluation for new product; changing ones self-image can arouse cognitive flexibility, which is the interveni ng variable between self-image changing and new product adoption. Result als o indicate that when at lower cognitive load level, changing self-image can ar ouse cognitive flexibility then promote new product adoption, otherwise when at higher cognitive load level, the effect doesn't exist. This paper using cognitive flexibility as intervening variable to connect self-image changes and new product adoption, enriches the cognitive flexibility theory. Besides theory significance, the conclusion is also helpful for new product promotion and increase the performance.
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