Research On The Influence Of Social Support Type And Thinking Mode On Consumers’ Purchase Intention

Live with the new topics in the marketing world.The data in heat and beautiful blessing,each platform size bloggers in the move,a lot of web celebrity blogger in the sights of consumers to live with them on the cargo flow,why some consumers will be the host of high order with a "buy it" mad,some consumers are so indifferent,The internal logic behind the blogger’s taking goods is worth an in-depth discussion.Social support theory as the main basis,this paper explores the different types of social support,information support vs emotional support)and way of thinking,rational thinking vs experience mode of thinking)matching effect,based on the theory of SOR theory and combined with the Flow,the Flow as a intervening variable,detection of matching effect and the mediation effect on consumer purchase intention,In order to ensure the universality of the research results,product attributes were taken as control variables,which were divided into search products and experience products for experimental research.In this paper,two groups of four experiments were conducted to study the influence mechanism of social support types and thinking styles on consumers’ purchase intention under different product decisions.In the formal experiment,a 2(product attribute: searching/experiential)× 2(social support type: information support/emotional support)× 2(thinking mode: rational thinking/experiential thinking)three-factor interparticipant design was adopted.In this study,SPSS 25.0 was used to analyze the experimental data and test the hypothesis.The results show that :(1)No matter what kind of decision product attributes,social support types have a significant interaction with consumers’ thinking mode.(2)The product attributes of decision products have an impact on the interaction between social support types and thinking styles.(3)Consumers’ way of thinking can be manipulated.In the context of biased information support,consumers will have stronger purchase intention when they are manipulated to think rationally.In the context of emotional support,consumers will have stronger purchase intention when they are manipulated to think experientially.(4)The matching effect of flow experience on the types of social support and the mode of thinking plays a partial mediating role on purchase intention.The results show that the intensity of flow experience generated by consumers in the live broadcast situation is the potential motivation for consumers to produce different degrees of purchase intention under different types of social support.