外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应

外观创新在市场竞争中的地位越来越突出,然而因此而导致的成败案例都很普遍。如何进行外观创新更受消费者欢迎,其内在机制是什么,我们却知之甚少。基于独特性需求理论、风险感知理论及自我建构理论,本文探讨了自我建构与外观新颖性对消费者购买意愿的交互作用、影响机制以及边界条件。通过3个实验,发现对于独立型自我建构的消费者而言,高外观新颖性能引发独特性需求从而提高购买意愿,而对于相依型自我建构而言,低外观新颖性则通过降低社会风险感知从而提高购买意愿;同时,本文也确定了产品类型对该机制的调节作用,具体来讲,对于实用品,所有消费者都对低外观新颖性产品具有更强的购买意愿,而对于享乐品,所有消费者都对高外观新颖性产品具有更强的购买意愿。     

感知易用性会影响网络游戏中虚拟商品的使用意愿么?——感知有用性和玩家神经质的作用

基于技术接受模型考察了网络游戏中虚拟商品感知易用性对其使用意愿的影响,以及感知有用性、玩家神经质在其中的作用。采用虚拟商品使用意愿问卷、感知易用性问卷、感知有用性问卷和大五人格量表神经质分量表对559名有过网络游戏经验的大学生进行调查。结果显示:(1)虚拟商品的感知易用性可显著正向预测使用意愿;感知有用性在两者间起中介作用;(2)虚拟商品感知有用性的中介作用受到玩家神经质的调节:对于低神经质的玩家,该间接效应显著;而对于高神经质的玩家,该间接效应不显著。     

网站临场感能否增强女性购买意愿?

为了克服网络虚拟性的影响,网络商铺往往通过提升网站临场感以弥补购物体验不足的问题。那么,网站临场感是否会对女性消费者这一细分群体产生影响呢?本研究从网站临场感的视角出发,以女大学生为研究对象、服装网站为实验材料,采用实验法研究了网站临场感对女性网络购买意愿的影响及其发生机制。研究发现:网站临场感对女性网络购买意愿具有显著的正向影响;网站临场感可以通过风险感知和沉醉感的中介作用对女性网络购买意愿产生影响,且该中介作用包含了三条路径,即风险感知的中介作用、沉醉感的中介作用以及风险感知和沉醉感的链式中介作用。     

传承动机对金融冒险行为的影响:未来自我连续性的中介

人们普遍拥有“期待不朽、被人铭记”的传承动机, 文章通过4个实验探讨了该动机如何通过未来自我连续性的影响作用于个体的金融冒险行为。实验1发现传承动机能够提升个体对未来自我的连续性感知。实验2在此基础上发现传承动机会弱化个体金融冒险行为(2a), 并且该效应被自我连续性感知中介(2b)。实验3进一步考察个体社会经济地位对上述中介效应的调节, 结果发现上述中介效应只出现在社会经济地位相对较高(vs.较低)的个体身上。     

组合促销与消费者思维加工模式对冲动性购买的影响研究

本文从社会认知理论视角探讨了组合促销方式及思维加工模式对冲动性购买意愿的影响以及其中的内在机理。通过3个实验发现,在商家进行单店满减的促销活动时,与启动局部加工模式相比,启动消费者的整体加工模式会提高消费者冲动性购买意愿;在商家进行跨店满减的促销活动时,与启动整体加工模式相比,启动消费者的局部加工模式会提高消费者冲动性购买意愿,其中感知价值在影响过程中起中介作用。我们的研究发现进一步丰富了现有的组合促销和思维加工模式文献,并对企业在进行单店满减或跨店满减的促销活动时,如何提升消费者的冲动型购买意愿有重要的实践指导意义。     

权力感对拟人化产品购买意愿的影响

从信息加工流畅性视角切入,探讨消费者权力感对不同类型拟人化产品购买意愿的影响及其作用机理。168名本科生参与分组实验。结果表明,对于高权力感的人来说,与热情型拟人化产品相比,他们对能力型拟人化产品的购买意愿更高;对于低权力感的人来说,与能力型拟人化产品相比,他们对热情型拟人化产品的购买意愿更高。信息加工流畅性在权力感与拟人化类型交互影响拟人化产品购买意愿关系中起完全中介作用。     

感知的父母及教师支持与学生STEAM学习的持续性动机:学习兴趣和自我效能感的多重中介作用

基于PISA2015年中国四省市数据,探讨了感知的父母和教师支持、STEAM学习兴趣及自我效能感对学生STEAM学习的持续性动机的影响。结果发现:感知的父母和教师支持显著地正向预测STEAM学习兴趣和自我效能感;STEAM学习兴趣和自我效能感在感知的父母支持和持续性动机间起完全中介作用,而在感知的教师支持与持续性动机间起部分中介作用。研究拓展了STEAM教育下学习动机的研究范围,为后续增强学生STEAM学习的持续性动机提供了相应的参考。     

权力感对拟人化产品购买意愿的影响

从信息加工流畅性视角切入,探讨消费者权力感对不同类型拟人化产品购买意愿的影响及其作用机理。168名本科生参与分组实验。结果表明,对于高权力感的人来说,与热情型拟人化产品相比,他们对能力型拟人化产品的购买意愿更高;对于低权力感的人来说,与能力型拟人化产品相比,他们对热情型拟人化产品的购买意愿更高。信息加工流畅性在权力感与拟人化类型交互影响拟人化产品购买意愿关系中起完全中介作用。     

消费者何时愿意选择与规避群体关联的品牌?

消费者何时愿意选择与规避群体关联的品牌?规避群体对消费者的影响机制还需要进一步研究。基于心理逆反理论, 本文通过3个实验探讨自由威胁对消费者选择与规避群体关联的品牌的影响。结果发现, 当消费者感知到高自由威胁时, 选择与规避群体关联的品牌的意愿较高, 心理逆反发挥中介作用, 叙事和自尊水平对上述影响关系具有调节作用。叙事性的信息使得被试因自由威胁所产生的心理逆反降低, 从而对与规避群体关联的品牌的选择意愿降低。对于高自尊的个体, 在高自由威胁时更愿意选择与规避群体关联的品牌; 而对于低自尊的个体, 在高/低自由威胁情况下对规避群体关联的品牌的偏好无显著差异。本文探讨了自由威胁对消费者品牌偏好的影响, 丰富了规避群体和品牌选择的研究; 验证了心理逆反在自由威胁与规避群体关联品牌偏好之间的中介作用, 深化了心理逆反理论。本文对企业在保留现有客户群的基础上, 如何吸引外群体消费者具有一定的指导价值。     

权力感对消费行为的影响及其理论解释

权力感是个体感知自身控制他人的能力,它在消费行为中无处不在。现有权力感对消费行为影响的研究主要围绕权力感影响消费者心理感知、消费者价值观、消费者行为倾向以及消费者信息加工和说服四个方面开展。社会心理学中的相关理论可用于解释权力感对消费行为的影响及其作用机制。未来研究应区分不同类型权力感对消费行为的影响,探讨权力感对自我控制行为发挥作用的边界条件,加强中国本土化的权力感研究,以及比较不同操纵办法下的权力感所导致的消费行为差异。     

How a perceived status change increase consumers’ tendency toward consumption through double psychological mechanisms

While previous research has demonstrated that status significantly affects consumer behaviour, most studies have examined objective status rather than perceived status. The present article, therefore, aims to examine how a perceived change in status affects consumers’ status consumption as well as the underlying psychological mechanisms for this behaviour. Study 1 manipulates participants’ perceived status change and measures their tendencies toward status consumption. Results show that both participants undergoing status improvement and those perceiving a threat to their status are more inclined towards status consumption than participants in a control condition. Study 2 manipulates participants’ perceived status change and measures their self‐presentation motivation, self‐compensation motivation, and status consumption tendency. A series of mediation analyses shows that self‐presentation, rather than self‐compensation, mediates the positive effect of status improvement on consumers’ status consumption and that self‐compensation, rather than self‐presentation, mediates the positive effect of status threat on consumers’ status consumption. Results of our studies suggest that consumers who perceive status improvement seek status consumption for self‐presentation purposes, while consumers who perceive status threat seek status consumption for self‐compensation. The article concludes by discussing the theoretical contribution of this research and offering practical suggestions regarding product marketing.     

Punishing hubris: the perils of overestimating one's status in a group

Individuals engage in status self-enhancement when they form an overly positive perception of their status in a group. We argue that status self-enhancement incurs social costs and, therefore, most individuals perceive their status accurately. In contrast, theories of positive illusions suggest status self-enhancement is beneficial for the individual and that most individuals overestimate their status. We found supportive evidence for our hypotheses in a social relations analysis of laboratory groups, an experiment that manipulated status self-enhancement, and a study of real-world groups. Individuals who engaged in status self-enhancement were liked less by others and paid less for their work. Moreover, individuals tended to perceive their status highly accurately. Mediation analyses showed that status self-enhancers were socially punished because they were seen as disruptive to group processes.     

公司形象和产品属性超越的协同效应：基于刻板印象内容模型

由于消费者和品牌之间的关系与人际关系存在许多相似之处, 反映人际感知的刻板印象内容模型为品牌感知研究提供了全新的视角。然而, 以往研究多关注品牌感知两大维度--“感知能力”和“感知温情”二者之间的作用关系, 鲜有研究同时基于公司层面和产品层面考察品牌感知不同维度的前因变量及其交互作用机理。鉴于此, 本文实验1考察了公司形象/产品属性超越的不同维度与“感知能力”和“感知温情”的对应关系, 在此基础上进一步发现公司形象和产品属性超越对购买意愿的协同效应。具体而言, 当公司形象为能力型时, 产品享乐性(相对于功能性)属性超越下消费者的购买意愿更高; 当公司形象为诚信型时, 产品功能性(相对于享乐性)属性超越下消费者的购买意愿更高。而且, 品牌赞赏感在上述协同效应中发挥中介作用。实验2探究感知风险调节公司形象和产品属性超越对购买意愿的协同影响。文章最后讨论了本文的理论贡献, 对企业如何实现公司形象策略和产品属性策略的协同促进等方面的营销启示, 以及未来研究方向。     

Experiential response and intention to purchase in the cocreative consumption of music: The Nine Inch Nails experiment

Customers allowed to cocreate products are more willing to purchase them eventually because of not only their utilitarian but also their hedonic and experiential value. Experiential responses seem especially relevant in the cocreative consumption of cultural and intangible goods, such as music. To examine how such intangible aspects of cocreation can influence a consumer's intention to purchase, we let two groups of participants rate their experience consuming music in either a traditional or cocreative way, in an experimental situation inspired by the work of American rock band Nine Inch Nails. Participants in the traditional group had to passively watch a series of music videos; participants in the cocreative group were tasked to produce a video montage using the same material. In the traditional group, purchase intention was predicted by music quality, mediated by willingness to reexperience; in the cocreative group, however, purchase intention was only predicted by the consumers' experiential response, with no mediation of either music quality or willingness to reexperience. Additionally, the overall experiential response to music was lower in the cocreative group than in the traditional group, leading to lower intention to purchase. These results suggest that cocreated value for intangible goods is predicted at least as much by the consumers' experiential response as by their evaluation of product quality. It also suggests that there is nothing systematically positive in having consumers participate in the coproduction of intangible goods and that research is needed to identify the factors predicting the perceived quality of a cocreative experience. Copyright © 2015 John Wiley & Sons, Ltd.     

评论不一致性对消费者的双面影响:产品属性与调节定向的调节

以往有研究指出在线评论的不一致性会给企业带来负面影响,也有研究发现存在正面影响。之所以会存在两种截然相反的结论是因为,以往研究没有深入分析评论内容,忽略了造成不一致性的根源所在。通过引入产品属性及消费者调节定向,力图解释以往两种看似冲突的结论。结果表明:评论不一致性会通过影响消费者对产品的风险和独特性感知进而影响其购买意向;垂直属性评论(水平属性)不一致性越高,越会激发消费者的风险感知(独特性感知),进而降低(提高)购买意向;并且消费者调节定向对产品属性的调节作用会进一步调节。     

The interplay between perceived busyness and power distance belief on subjective social status: Consequences for consumer preferences for material versus experiential purchases

The perception of a busy life as an indicator of self-worth varies among individuals. Postulating that this perceptual difference can be attributed to one's attitude toward social stratification, the current research examines the interplay between perceived busyness and power distance belief (PDB). We propose that perceived busyness dictates a consumer's subjective social status under low PDB but not under high PDB. Furthermore, the interaction between perceived busyness and PDB determines an individual's relative preference for purchase types: material versus experiential purchases. Study 1 verifies that consumers' perceived busyness has a positive effect on their evaluation of their social status when they have low PDB, whereas this effect disappears when they have high PDB. Study 2 tests the asymmetric effect of perceived busyness and PDB on preference for purchase types, and Study 3 further provides evidence for the mediating role of subjective social status.     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

Identification and status revisited: the moderating role of self-enhancement and self-transcendence values

Two studies examined the moderating role of the importance attributed to self-enhancement and self-transcendence values on the association of group status with identification. In the first study, students reported their personal value priorities, their identification with a group, and their perception of the status of that group. The more importance respondents attributed to self-enhancement and the less importance to self-transcendence, the more their identification with a group depended on the group's status. In the second study, the salience of self-enhancement and of self-transcendence values was experimentally manipulated. Identification with a group depended more on the status of that group when self-enhancement values were salient than when self-transcendence values were salient.     

Biopsychosocial correlates of weight status perception in Australian adolescents

This study examined the utility of the biopsychosocial model to predict accuracy of weight status perception among Australian adolescents. The factors included in this framework were: age, gender, and BMI-z (biological factors); satisfaction with body weight and shape (psychological factors); socioeconomic status, peer weight (social factors). Cross-sectional data, including measured height and weight, and self-reported weight status, was obtained from 2954 adolescents (mean age = 14.6, 56% male) who participated in the It's Your Move! study. Accuracy of weight status perception was associated with gender, BMI-z, SES, and weight and shape satisfaction. Gender differences in weight status perception were moderated by satisfaction with weight. In boys, weight satisfaction was associated with perceived healthy weight; in girls, it was associated with perceived healthy weight and underweight. Moderately overweight adolescents are most at risk of underestimating their weight status and could benefit from education about the boundaries of the healthy weight range.     

背景音乐对消费者的影响：音乐契合度的视角

音乐契合度指的是背景音乐与广告、消费环境及商品特征等消费要素的契合程度。背景音乐与消费要素的契合可以体现在音乐特性、社会隐义和文化意蕴三个方面,这些契合程度能够对消费者的认知、情绪和行为等方面产生影响。若背景音乐的音乐特性与消费要素之间存在较高契合度,则能够提升消费者的注意效果、加强对商品的记忆并提升购买意图;背景音乐的社会隐义也能与消费要素产生契合关系,两者之间的契合程度决定了消费者对品牌的态度、情绪状态、对商品的记忆和选择;背景音乐与消费要素在文化意蕴方面的高度契合则能够促进消费者对品牌的态度、提升购买意愿、促进购买行为。未来研究应探索背景音乐更多的结构属性,进一步挖掘背景音乐影响消费者的边界条件,突破现有理论探索更深入的理论机制,并进一步探索音乐契合对于消费者认知和情绪的影响效应及其影响机制。