Research On The Influence Of Individual,Product And Group Factors On Consumers From The Perspective Of Contradictory Attitude

In the theoretical research of contradictory attitude,most scholars focus on the impact of single factor on consumers’ contradictory attitude,and there are relatively few systematic multi factor studies.However,in reality,the change of consumers’ attitude does not only come from a certain purchase process or a single factor,but is guided by the interaction of internal and external factors in the whole process from consumers’consumption desire to after-sales evaluation,which affects their purchase decision.Therefore,the exploration of multiple factors has more theoretical and practical significance.In addition,in the existing research on light luxury products,most of the research focuses on consumers’purchase motivation,or enrich the influencing factors of the willingness of light luxury products as much as possible.The research theory is relatively simple and the research method is relatively simple.In this study,under the existing research category of light luxury products,the introduction of consumer contradictory attitude theory can not only further enrich the contradictory attitude theory,but also expand the research direction of light luxury products.From the perspective of individual,product and group,this paper constructs a theoretical model of the impact on the change of consumers’contradictory attitude based on four factors:initial contradictory attitude(high contradictory consumers and low contradictory consumers),different products(light luxury products and ordinary products),reference group identity(high and low identity),face awareness(high and low face).Through two factors 2 × 2.Three factors 2 × two × 2.Multifactor 2 × two × two × The inter group experiment of 2 found that the changes of contradictory attitude under the action of single factor and multi factor were different,and the influence of each single factor was not analyzed and superimposed;The change trend of consumers’ attitude towards high and low initial contradictions is different;Reference group identity and different types of products have a significant impact on the changes of consumers’ contradictory attitudes with high and low initial contradictions;Face awareness has a significant regulatory effect on the interaction between reference group identity and different types of products and initial contradictory attitudes.In addition,based on the research conclusions and combined with the actual situation and technology,this study provides enterprise marketing management suggestions and measures to help enterprises carry out personalized marketing according to consumers’ contradictory attitudes.