%0 Journal Article
%A YUE Xin
%A WAN Churou
%T Consumer’s Ambivalent Attitude under Individual, Product and Situation Factors
%D 2021
%R 10.19722/j.cnki.1008-7729.2021.0044
%J Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
%P 19-27
%V 23
%N 4
%X  Consumer’s ambivalent attitude is unstable. However, the academic community still lacks systematic research on the change of consumer’s ambivalent attitude under the condition of multiple factors. Three indicators of initial ambivalent attitude type, product involvement and reference group identity are selected from three aspects of individual, product and situation factors, and the change of consumer’s ambivalent attitude under the influence of multiple factors is systematically analyzed. The results show that: The change trend of ambivalent attitude is different between high and low ambivalence consumers. Group identity degree and product involvement degree have a significant effect on consumer’s ambivalent attitude. The interaction of group identity degree and product involvement degree has different influence on different types of consumer’s ambivalent attitude.
%U https://journalsk.bupt.edu.cn/EN/10.19722/j.cnki.1008-7729.2021.0044