[1]李 玲a,姜 波a,b,等.媒介接触下青年群体自主产品消费意愿的形成机理研究——基于S-O-R理论[J].金融教育研究,2023,(05):72-80.
　LI Linga,JIANG Boa,b,et al.Research on the Formation Mechanism of Young People's Willingness to Consume Independent Products under Media Contact——Based on S-O-R Theory[J].,2023,(05):72-80.
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媒介接触下青年群体自主产品消费意愿的形成机理研究——基于S-O-R理论()
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《金融教育研究》[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2023年05期
页码:
72-80
栏目:
管理决策
出版日期:
2023-09-25

文章信息/Info

Title:
Research on the Formation Mechanism of Young People's Willingness to Consume Independent Products under Media Contact——Based on S-O-R Theory
文章编号:
2095-0098(2023)05-0072-09
作者:
李 玲a;  姜 波a; b;  刘伊琳a
(华中科技大学 a.光学与电子信息学院; b.公共管理学院,湖北 武汉 430074)
Author(s):
LI Linga;  JIANG Boa; b;  LIU Yilina
(a.School of Optical and Electronic Information; b.School of Public Administration,Huazhong University of Science and Technology,Wuhan,Hubei 430074,China)
关键词:
媒介接触;  爱国情感;  政府信任;  自主产品消费;  S-O-R理论
Keywords:
Media contact;  Patriotism;  Government trust;  Independent product consumption;  S-O-R theory
分类号:
F713.55
文献标志码:
A
摘要:
培养青年群体自主产品消费意愿是实施扩大内需战略与深化供给侧结构性改革有机结合的有力抓手。基于S-O-R(刺激—有机体—反应)这一环境心理学理论,从“爱国情感”和“政府信任”两大路径出发构建媒介接触下的自主产品消费意愿模型,并将媒介细分为主流媒体和非主流媒体展开对比研究。基于结构方程模型的验证发现,主流媒体和社交媒体刺激了消费者的爱国情感和政府信任,最终影响自主产品消费意愿,且爱国情感路径下的作用更为突出。
Abstract:
Cultivating the willingness of young people to consume their own products is a powerful way to implement the strategy of expanding domestic demand and deepen the supply-side structural reform.Based on the environmental psychology theory of S-O-R(stimulus-organization-response),this study constructs a model of consumer willingness of independent products under media contact from the two paths of “patriotism” and “government trust”,and subdivides the media into mainstream media and non-mainstream media for comparative research.Through the validation of structural equation model,it is found that mainstream media and social media stimulate consumers' patriotic feelings and government trust,and ultimately affect the willingness to consume independent products,and the role of patriotic emotion is more prominent.It can be seen that in the all-media environment,encourage the consumption of independent products,stimulate the effect of “patriotic sentiment” is stronger than “political mobilization”.

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备注/Memo

备注/Memo:
收稿日期:2023-03-01
基金项目:2019年湖北省高校实践育人特色项目(2019SJJPA1001)
作者简介:李玲(1979—),女,湖北钟祥人,副教授,研究方向为青年行为与发展。
更新日期/Last Update: 2023-09-25