好奇心对消费者需求的影响：以地方特产为例

The Influence of Curiosity on the Consumer Demand: A Case of Special Local Product

王黎延(Liyan Wang)

《DPU International Conference on Business Innovation and Social Sciences 2022》 2022 (2022/05) Pp. 704-712

https://doi.org/10.29754/caicictbs.202205.0068

摘要

本研究旨在研究以地方特产为例，好奇心如何影响消费者需求。本研究加入怀旧作为中介变量，并以社交好奇心和产品人格一致性作为调节变量，探讨对消费者需求变化的影响。通过网络形式投放问卷，总共回收794份问卷，经过数据分析后得出结论，好奇心会使得消费者产生怀旧情绪；怀旧情绪正向影响消费者需求。显性社交好奇心在好奇心与怀旧之间的调节关系成立，而隐性社交好奇心与产品人格一致性的调节关系不成立。

關鍵字

好奇心 ； 怀旧 ； 消费者需求 ； 产品人格一致性 ； 社交好奇心

並列摘要

This study aims to discuss how curiosity affects consumer demand, using local specialty products as an example. This study introduces nostalgia as a intermediary and uses social curiosity and product personality congruence as moderating variables to explore the impact on changes in consumer demand. A total of 794 questionnaires were returned through an online format, and after data analysis, it was concluded that curiosity makes consumers nostalgic; nostalgia positively influences consumer demand. The moderating relationship of explicit social curiosity between curiosity and nostalgia is established, while the moderating relationship of implicit social curiosity and product personality congruence is not established.

並列關鍵字

Curiosity ； Consumer Demand ； Nostalgia ； Product Personality Congruence ； Social Curiosity