自我建构对消费者滑雪产品形象偏好的影响研究

为厘清自身特质在消费者选择滑雪产品过程中所扮演的角色,剖析消费者的滑雪偏好内在机制以刺激冰雪消费,采用文献资料法、问卷调查法、路径验证分析法等,探究不同自我建构类型消费者选择滑雪产品形象的行为路径。研究发现:自我建构分别对印象管理、滑雪产品形象具有正向影响,消费者会不可控的基于个体自我建构主动选择滑雪产品形象;印象管理对滑雪产品形象既具有促进作用又存在匹配效应,激活印象管理可以人为控制消费者滑雪产品形象偏好;真实/理想印象管理均在自我建构对滑雪产品形象的影响关系中起部分中介作用,且真实印象管理的中介效用高于理想印象管理。依赖型自我建构消费者的印象管理更易被激活,理念层面滑雪产品更受消费者关注,滑雪产品的质量、品牌等要素对滑雪相关企业制定生产经营策略及刺激滑雪消费具有关键作用。

Study on the Influence of Self-construction on Consumers'Ski Product Image Preference

In order to clarify the role played by consumers'own characteristics in the selection of skiing products,sort out consumers'skiing preferences and stimulate snow and ice consumption,the study with the methods of literature review,questionnaire survey and path verification analysis to explore the behavior paths of consumers of different self-constructed types in choosing the image of skiing products.The results show that self-construction has a positive effect on impression management and ski product image,and consumers will choose ski product image uncontrollably based on individual self-construction.Impression management has both promoting and matching effects on the image of skiing products.Activating impression management can artificially control consumers'image preference of skiing products.The true/ideal impression management played a partial mediating role in the relationship between self-construction and ski product image,and the mediating effect of true impression management was higher than that of ideal impression management.The impression management of consumers based on dependent self-construction is more likely to be activated,and ski products at the concept level are more concerned by consumers.The quality,brand and other factors of ski products play a key role in the development of production and operation strategies of ski-related enterprises and the stimulation of skiing consumption.