چگونگی تحت تاثیر قرار گرفتن نیازهای شناختی درک تحقق نگرش مصرف کننده به سمت محصول سفارشی : نقش تعدیل دانش مصرف کننده
How perceived cognitive needs fulfillment affect consumer attitudes toward the customized product: The moderating role of consumer knowledge
نویسندگان |
این بخش تنها برای اعضا قابل مشاهده است ورودعضویت |
اطلاعات مجله |
www.journals.elsevier.com/computers-in-human-behavior |
سال انتشار |
November 2016 |
فرمت فایل |
PDF |
کد مقاله |
1618 |
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چکیده (انگلیسی):
Voluntary participation in adaptive customization (AC) entails consumers’ own mental engagement that evokes perceptions of cognitive needs fulfillment (CNF). This study examined the effect of CNF perceived during the process of AC services on felt emotions and consumer attitudes toward the customized product, and the moderation role of consumer knowledge. A total of 327 Americans participated in an online survey after experiencing AC services at 3 actual retail websites. The results revealed the following: (a) Perceived CNF (competence and autonomy) increased positive felt emotions (pleasure and arousal); (b) out of the two emotions, felt pleasure (not arousal) significantly contributed to positive consumer attitudes toward the customized product; (c) subjective levels of consumer knowledge showed a partial moderating effect in the relationships between CNF and felt emotions, (d) but did not do so in the relationships between felt emotions and consumer attitudes toward the customized product.
کلمات کلیدی مقاله (فارسی):
سفارشی سازی تطبیقی؛ نیازهای شناختی تحقق؛ هیجانی؛ دانش؛ نگرش
کلمات کلیدی مقاله (انگلیسی):
Adaptive customization; Cognitive needs fulfillment; Emotion; Knowledge; Attitudes
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