Building and testing models of consumer purchase intention petitive and multicultural environments.pdf


文档分类:汽车/机械/制造 | 页数:约9页 举报非法文档有奖
1/9
下载提示
  • 1.该资料是网友上传的,本站提供全文预览,预览什么样,下载就什么样。
  • 2.下载该文档所得收入归上传者、原创者。
  • 3.下载的文档,不会出现我们的网址水印。
1/9
文档列表 文档介绍
Building and testing models of consumer purchase intention petitive and multicultural environments ☆ Lefa Teng a, ?, Michel Laroche b aDepartment of Marketing and Consumer Studies, University of Guelph, Ontario, Canada N1G 2W1 bRoyal Bank Distinguished Professor of Marketing, John Molson School of Business, Concordia University, Montreal, Canada H3G 1M8 Received 1 March 2006; received in revised form 1 August 2006; accepted 1 September 2006 Abstract This research develops and empirically tests models of consumer purchase behavior in petitive environment. The research extends the dual mediation model to include ad affective responses, confidence in evaluating a brand petition. The results show that ad affect is an important determinant in the formation of ad attitude. Consumers' brand cognitions not only impact their brand attitudes, but also influence their confidence in evaluating the brand. Confidence influences their purchase intentions. In addition, competing ads and brands have negative effects on consumers' attitudes and purchase intentions toward a focal brand in a focal ad. However, North American and Chinese consumers follow the same brand decision-making process regardless of their cultural orientation. The article includes directions for practical applications and futu re research. ? 2006 Elsevier Inc. All rights reserved. Keywords: Consumer decision-making; Affect;

Building and testing models of consumer purchase intention petitive and multicultural environments 来自淘豆网www.taodocs.com转载请标明出处.

相关文档 更多>>
非法内容举报中心
文档信息
  • 页数9
  • 收藏数0 收藏
  • 顶次数0
  • 上传人wangzhidaol
  • 文件大小0 KB
  • 时间2016-03-31