#NoDaysOff:检查运动习惯和基于生活方式的消费者行为之间的关系
1Division of Business, College of Business, Chosun University, Gwangju, Republic of Korea.
Frontiers in psychology
|September 15, 2025
概括
经常炼的健康意识的消费者更容易受到社交媒体的影响,影响他们的购买意图. 价值驱动的消费还通过炼习惯间接地提高了意图.
科学领域:
- 消费者行为 消费者行为
- 社会心理学 社会心理学
- 营销科学 营销科学
背景情况:
- 当代生活方式越来越多地整合了健康意识,社交媒体参与和以价值为导向的购买.
- 了解这些相互关联的生活方式特征如何影响消费者决策对于企业来说至关重要.
- 之前的研究已经单独探讨了这些因素,但它们对购买意图的综合影响需要进一步调查.
研究的目的:
- 调查运动习惯,社交媒体参与和价值驱动消费对一般消费者购买意向的影响.
- 检查这些生活方式特征对购买意向的缓解影响.
- 为了区分对体验商品和搜索商品的影响.
主要方法:
- 调查研究与223名参与者.
- 回归分析用于测试主要效应和相互作用效应.
- 经验和搜索商品的比较分析.
主要成果:
- 社交媒体参与显著预测购买意图.
- 运动习惯调节了社交媒体参与度和购买意图之间的关系.
- 价值驱动的消费通过与运动习惯的相互作用间接地提高购买意图.
- 对于搜索产品的结果一致,但对于体验产品的结果不一致.
结论:
- 生活方式特征显著影响消费者购买意图.
- 关注健康的消费者 (运动者) 更容易受到社交媒体的影响.
- 价值驱动的消费起着间接的作用,通过炼习惯来放大.
- 商品的类型 (搜索与体验) 影响相互作用效应的意义.
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