工商管理学院知识库

近年来，随着企业经营日益国际化，市场竞争日益激烈，产品极易被模仿，如何进行客户关系管理从而建立稳固而有价值的客户群已经成为企业保持竞争优势的关键问题，而促进消费者情绪体验则是提高顾客满意度和忠诚度的重要一环。因此，了解、懂得和掌握消费者情绪影响策略尤为重要。而现有研究虽在激发消费者情绪方面取得了一些成效，但仍然存在产品质量作为影响消费者情绪的重要因素却不能为消费者有效感知的问题。在此问题上，前人学者们纷纷从个体特征方面对消费者情绪影响因素进行了探究，并证实了产品知识会影响消费者情绪，但其中具体的路径机制还需要进一步探索。因此本研究基于消费者个体特征视角，以感知产品创新为中介变量，通过三个实验设计，探究了功能型产品领域内产品知识对消费者情绪的影响以及认知需求在其中的调节作用。基于实验结果，本研究还为企业客户关系管理、产品推广与创新提出了针对性的营销建议。

实验一检验了产品知识对消费者情绪的主效应以及感知产品创新三个维度的中介效应。方差分析和Bootstrap检验结果显示，产品知识对感知有用性、感知新颖性产生正向影响进而对消费者情绪产生正向影响，对感知复杂性产生负向影响，而感知复杂性又负向影响消费者情绪，因此产品知识整体上通过感知产品创新三个维度对消费者情绪产生正向影响。

实验二检验了消费者的认知需求水平对感知产品创新在产品知识和消费者情绪之间的中介作用所发挥的调节作用。方差分析和Bootstrap检验结果显示，对于认知需求水平高的消费者来说，专业消费者对产品创新具有更强的感知从而获得更强的积极情绪，而对于认知需求水平低的消费者来说，专业消费者和新手消费者对产品创新的感知强度和获得的情绪水平没有显著的差异。

实验三的设计目的是为了检验上述实证研究成果的稳健性，其结果也再次证明了上述实验一、实验二的检验结果的有效性。

In recent years, with the increasingly internationalized operation of enterprises, the increasingly fierce market competition, and the products are easily imitated, how to carry out customer relationship management to establish a stable and valuable customer base has become the key issue for enterprises to maintain competitive advantage, and promoting the emotional experience of consumers is an important part of improving customer satisfaction and loyalty. Therefore, it is particularly important to understand, understand and master the influence strategies of consumer emotions. Although the existing research has achieved some results in stimulating consumer sentiment, there is still the problem that product quality, as an important factor affecting consumer sentiment, cannot be effectively perceived by consumers. On this issue, previous scholars have explored the influencing factors of consumer sentiment from the perspective of individual characteristics, and confirmed that product knowledge can affect consumer sentiment, but the specific path mechanism needs to be further explored. Therefore, this study is based on the perspective of individual characteristics of consumers, with perceived product innovation as the intermediary variable, through three experimental designs, to explore the impact of product knowledge on consumer emotion in the field of functional products and the regulatory role of cognitive needs in it. Based on the experimental results, this study also puts forward targeted marketing suggestions for enterprise customer relationship management, product promotion and innovation.

Study 1 tested the main effect of product knowledge on consumer emotion and the mediating effect of three dimensions of perceived product innovation. The results of variance analysis and bootstrap test show that product knowledge has a positive impact on perceived usefulness and perceived novelty, which in turn has a positive impact on consumer sentiment, and a negative impact on perceived complexity, which in turn has a negative impact on consumer sentiment. Therefore, product knowledge as a whole has a positive impact on consumer sentiment through the three dimensions of perceived product innovation.

Study 2 tested the moderating effect of consumers' cognitive demand level on the mediating effect of perceived product innovation between product knowledge and consumer emotion. The results of variance analysis and bootstrap test show that for consumers with high cognitive demand level, professional consumers have stronger perception of product innovation to obtain stronger positive emotions, while for consumers with low cognitive demand level, there is no significant difference between professional consumers and novice consumers in the perceived intensity and emotional level of product innovation.

The design of study 3 is to test the robustness of the above empirical research results, and the results also prove the validity of the test results of study 1 and study 2.