The Empirical Research Of Consumer Attitude Change Influencing Factor And Path Analysis

In our daily life, attitude impact many things of life. Among other things typical is consume. For that social psychology came said, attitude possess implicit for everyone, other or enterprise difficult of at first hour understood consumer' attitude; even in so his instances, consumer did not understood that him told upon merchandise or some kind of ministrant attitude, at the same time, attitude formation very influencing factor in the extreme of much ,those enterprise like to hold true transfer consumer' attitude with gotten relatively difficulty. But these none too mean that consumer 'attitude implacability. Admittedly, consumer attitude transfer in some instances have got his cause, just enterprise marketing persuasion work if in effect, stable be able to impact combine change consumer' attitude. Wherefore, it was enterprise for the moment marketing communication key to that, how to impact consumer attitude in effect, so as to consumer attitude give upon to enterprise station expectant heading develop.These research incorporation Social psychology, Marketing, Communication Sutra research findings, past versus attitude alterative learning theory (learning theory approach) and cognitive consistency theory (consistency theory approach) penetrate into analyses, definitude know clearly attitude alterative heading and basic logos, combine incorporation attitude studies of structural model, as well as versus researcher empirical findings, analyses and tease ,more arrive the attitude change most sensitive variable: Cognitive and Emotion. Many researcher at different hour and different product conditions proceed check and measure for consumer attitude cognitive and emotion, past research methodology of empirical, plenitude affirmation know clearly cognitive or emotion at consumer attitude transfer importance .And then these research at versus slather literature proceed systems analysis, the foundation upper combine incorporation today enterprise station faced marketing conditions, we present consumer attitude change technology path..consumer attitude change technology path have got three step: fist versus target market consumer information touch instance proceed science evaluate, next come versus public communication information proceed marketing process, the last versus public communication information proceed psychology process Step one is working foundation of marketing persuasion, in effect transfer consumer attitude key to, hence by way of enterprise must do with the work lift upper programme,here again unblamable of into that step one work. Step two and step three how to carry out? And then these research offer clearly hypotheses: consumer above what strain information processing mode take over what strain information in a position to so as to consumer attitude occur change. Information processing belongs to psychology art factitious category, this research adopts Petty and Cacioppo at 1986 year advanced "ELM" model station submitted technical path: Central route and peripheral route. And what strain information belong to marketing processing category, these research access advertisement, these most for universal communication of propagation, combine Resnik,Srern(1977),as well as Pelsmacker,Geuens(1997)submissive classification criteria ,versus ad proceed object definition: intellectuality and sensibility ad, at the time be one's turn definition too conjunction attitude cognitive and emotional research dimensionality, in conclusion these research typical versus research methodology ,based on SPSS12.0 and ANOVA F test proven submissive hypotheses, too confirm the path validity.These findings explanation, consumer attitude change is difficulty, but by way of enterprise came said not that at loose ends, so long as us categorical attitude change heading, recognize attitude change key position and technology path, keep within bounds superstition change quickly media technology, stable be able to found attitude change hole. At the same time be one's turn study say clearly, enterprise at satisfaction consumer demand and creation of value for consumer, in this processing on scarcely neglectful a little: consumer not only versus product proper has demand, and information demand is important .How about in a position to at satisfaction consumer most originality demand and can be satisfaction his information requirements, these at over-communicated times appear particularly most important.