Impact of utilitarian-hedonistic goal conflict on continuous consumption decisions
In order to understand the dynamic process of consumers'making multiple choices and decisions in the context of multi-goal conflict,this paper analyzes the internal mechanism of impact of goal conflict level on continuous consumption decision and constructs a theoretical model of"utilitarian-hedonistic goal conflict-purchase decision involvement-consumer participation-continuous consumption decision"based on the theories of anchoring effect and consumer decision process.Empirical results show that the level of goal conflict significantly affects continuous consumption decision:the higher the level of goal conflict,the more consumers tend to choose the prominence strategy;and the lower the level of goal conflict,the more consumers tend to choose the equilibrium strategy.Purchase decision involvement plays a mediating role between the level of goal conflict and continuous consumption decision.Consumer participation plays a mediating role between the level of goal conflict and continuous consumption decision.What's more,purchase decision involvement and consumer participation play chain mediating roles in the impact of the level of goal conflict on continuous consumption decision.It provides the theoretical basis and reference for enterprises to develop more effective marketing strategies.
utilitarian-hedonistic goallevel of goal conflictcontinuous decisionpurchase decision involvementcon-sumer participation
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