ABSTRACT

Although most relationships are not symmetrical but interrelated, studies on the antecedents of customer attitude using SOR framework have focussed on the main effects and primacy issues of particular predictors, such as cognitive and affective responses, and few studies have examined configuration effects of cognitive and affective responses during shopping. To fill this gap in the research, this study elucidate on the combined effect of cognitive responses, affective responses and personal traits, which have been identified as important moderators for customer attitude, on customer attitude toward the brand, particularly in the luxury fashion retail context. Employing fuzzy-set qualitative comparative analysis (fsQCA), which is a set-theoretic method, this study offers six combination patterns of cognitive responses, affective responses, and personal traits leading to customer’s positive attitude toward a luxury brand. Results of six combinations show three major findings as follows: (1) cognitive responses are more important than affective responses, (2) avoiding negative emotions is more important than evoking positive emotions, and (3) the combinations leading to positive attitudes differ by the level of brand familiarity.

摘要

尽管大多数关系不是对称的而是相互关联的，但使用 SOR 框架对客户态度前因的研究集中在特定预测因子的主效应和首要问题上，例如认知和情感反应，很少有研究考察认知和情感的配置效应。购物时的回复。为了填补研究中的这一空白，本研究阐明了认知反应、情感反应和个人特征的综合影响，这些因素已被确定为客户态度的重要调节因素，对客户对品牌的态度，特别是在奢侈品时尚零售环境中. 本研究采用模糊集定性比较分析（fsQCA），这是一种集合论方法，提供了认知反应、情感反应、和个人特质导致客户对奢侈品牌的积极态度。六种组合的结果显示以下三个主要发现：（1）认知反应比情感反应更重要，（2）避免消极情绪比唤起积极情绪更重要，（3）导致积极态度的组合因品牌熟悉程度。