Study On The Influence Of Implicit/Explicit Attitude Of Health Care Products On Consumption Behavior And Its Mechanism Of Action In The Elderly

As our country gradually enters an aging society,the demand for health care products for the elderly is increasing,and some elderly people are keen to buy health care products.Studies in the consumer field have found that attitudes have an important predictive effect on consumer behavior.Therefore,if you want to know why elderly consumers buy health care products,one important factor that has to be considered is the attitudes of elderly consumers towards health care products.The surveys on the attitudes of the elderly mostly focus on the investigation of their explicit attitudes.In the field of attitudes,in addition to explicit attitudes,there is also an important attitude that is not consciously noticed-implicit attitudes.When we examine the relationship between implicit and explicit attitudes and consumer behavior at the same time,we are more likely to understand the true attitudes of the elderly towards health products.Therefore,based on the purpose of this research,this article understands the implicit and explicit attitudes of the elderly towards health care products from the perspective of implicit social cognition,and further explores the relationship between attitudes and consumer behavior on this basis.In exploring the predictive relationship between attitude and behavior,in addition to the direct correlation between attitude and behavior,it may also be because attitude and behavior interact with behavior through other intermediary and moderating variables.This study further condenses the research scope to the more subtle parts of consumer behavior,and further explores the factors that influence implicit and explicit attitudes in predicting purchase behavior.Based on previous research experience,this paper introduces the theory of interpersonal behavior into consumer attitude-behavior relationship research.On the basis of combing previous research,it proposes that explicit attitudes and implicit attitudes are independent variables,and behavioral intentions are intermediate variables,which is convenient The condition is the moderating variable and the conceptual model of the dependent variable of purchase behavior.On this basis,research hypotheses and empirical studies are put forward to explore the relationship between implicit and explicit attitudes and the purchase behavior of elderly health care products and their mechanism.There are two studies in this article.Study one mainly measures the implicit and explicit attitudes of the elderly towards health care products through the emotional error attribution program(AMP)proposed by Payne et al.,and explores whether the implicit and explicit attitudes are separated;The second study used SC-IAT to measure implicit attitudes,the explicit attitude scale to measure explicit attitudes,and the purchase behavior questionnaire to measure the elderly's health care product purchase behavior,mainly to investigate the implicit and explicit attitudes of the elderly towards health care products.The predictive effect of behavior and its mechanism,among which the main influencing factors investigated are behavior intention and convenience conditions.The results are as follows:(1)There's a separation between the implicit and explicit attitudes of the elderly towards health care products.(2)The elderly's explicit attitude towards health care products had a predictive effect on their behaviors.(3)The elderly's intention to purchase health care products played an intermediary role between explicit attitude and purchase behavior.(4)The convenience conditions relating to the consumption of health products played a moderating role between purchase intention and purchase behavior.