4442 
2438口碑尤其是网络评论对消费者的购物行为产生越来越重要的影响，而现有研究较少关注口碑出现两极分化对消费者购买决策的影响。本研究从口碑两极分化隐含的冲突性、争议性这一视角出发，将个体的冲突解决风格与产品偏好两个看似不相关的概念联系起来，推断自我建构对口碑两极分化产品偏好具有显著影响，其中冲突解决风格起中介作用。通过四项实验，结果发现：独立型自我建构个体比依存型自我建构个体更偏好口碑两极分化产品，冲突解决风格在自我建构对口碑两极分化产品偏好的影响中起中介作用。该中介作用受到产品使用情境的调节。公开情境下，独立型自我建构个体比依存型自我建构个体更偏好口碑两极分化产品；私人情境下，不同自我建构个体对口碑两极分化产品的偏好无显著差异。本研究增进了对口碑两极分化现象影响效应的认知，丰富了自我建构对消费者行为影响机制的研究。
自我建构、冲突解决风格与口碑两极分化产品偏好
摘要
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引用本文
武丽慧, 王璐成. 自我建构、冲突解决风格与口碑两极分化产品偏好[J]. 外国经济与管理, 2023, 45(6): 101-117.
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