移动购物更快吗?决策场景与思维模式的相容性

既有文献对消费者延迟选择影响因素的研究, 主要集中于决策复杂度、决策者特质或情绪, 少有对决策场景进行深入探讨。互联网购物时代, PC端与手机端已成为重要的消费场景。针对手机端是否会加快消费者决策过程的问题目前也存在不一致的结论。本文引入决策双系统理论, 力图解释以往看似冲突的结论。消费者的购买决策模式, 不仅会受到决策任务(产品价格)的影响, 还会受到决策场景(购买终端)影响。当场景与决策任务使消费者启动的思维模式相一致时, 会提升决策流畅度, 降低延迟选择。本文发现, 移动端(PC端)与低(高)价格产品更容易激发相容的经验性(理性)思维, 降低延迟选择倾向。反之, 则会同时启动两种相左的决策思维, 增加延迟选择倾向。本文从场景启动与价格启动视角, 将以往消费者单一的决策思维模式, 拓展到多因素启动的思维模式相容性问题; 同时本文通过探究延迟选择问题, 对价格策略与场景化营销带来启示。     

Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

The webrooming purchase process (i.e. searching for information online and then buying the product offline) is the most extended cross‐channel shopping behaviour. With the aim of offering a better understanding of this behaviour, this research relies on information processing and uncertainty reduction theories to propose that consumers use the online information to make the offline purchase with a higher degree of confidence. We examine the effects of a previous online interaction with a product on the preferences and decision at the physical store, as well as on the outcomes of the experience. In this path to purchase, we analyse how positive online customer reviews, as a specific form of electronic word of mouth, help the consumer to improve their experience, given their great potential to reduce the consumer's uncertainty in a purchase situation. In addition, the role of the motivation to touch the product is examined. The results of two studies show that the combination of an online search and an offline purchase improves the consumers' purchase experience in pre‐choice variables (i.e. purchase intentions), choice and post‐choice variables (i.e. search‐process satisfaction and choice confidence). Moreover, reading a positive online customer review influences choice confidence, and all the variables considered in the research when it is received at the physical store. Finally, the results stress the importance of the motivation to touch when studying multichannel shopping behaviour, given its direct and moderating effects on the webrooming purchase process. Implications for theory and practice are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

指尖上的学习：触屏学习的作用

触屏学习是通过触屏软硬件设备呈现学习内容,并以手势触屏交互方式获取知识或技能的过程。目前触屏学习基础性研究处于探索阶段,在有效性上,研究发现触屏学习本身可能是有效的,但在相对优势上结果具有较大异质性;在学习后效上,触屏学习有助于提高学习动机,但没有稳定地促进知识保持、知识理解以及二维到三维的学习迁移。针对触屏学习的促进或阻碍作用,以往研究分别从具身认知或认知负荷等理论视角给予解释。学习者、学习材料、学习环境等可能是影响触屏学习效果的重要因素。广泛地将触屏设备应用于学习或课堂场景为时尚早,呼吁未来研究从理论建构、影响因素、特点分析及行为/神经机制角度考察触屏学习的作用。     

The perceived importance of sensory modalities in product usage: a study of self-reports

Although popular belief holds that vision dominates human experience, this does not necessarily imply that people regard vision as the most important sensory modality during the interaction with every product. Instead, the relative importance of the different modalities is likely to depend on the type of product and on the task performed. In Study 1, respondents reported how important they found vision, audition, touch, taste, and smell during the use of 45 different products. In Study 2, the respondents answered a similar question for the evaluation of the safety, ease of use, and enjoyment experienced for 15 products. Importance ratings for the sensory modalities differed considerably between the products. Differences due to the types of evaluations were smaller. Averaged over products and evaluation types, vision was the most important sensory modality for product evaluations, followed by touch, smell, audition, and taste. However, for about half of the individual products, the importance ratings for vision were lower than for one of the other modalities. These findings are in line with the view that vision is regarded the dominant modality, because it plays an important part in many and an irrelevant part in virtually no product experiences.     

The Effect of Examining Actual Products or Product Descriptions on Consumer Preference

Many consumers purchase products in stores, where they can physically examine and touch the items. In addition, consumers shop for products online or through direct mail, where they cannot physically examine and touch the merchandise. Building on an analysis of perceptual mechanisms involved in the sense of touch, we find that products with primarily material properties, such as clothing or carpeting, are more likely to be preferred in shopping environments that allow physical inspection than in those environments that do not. We also find that there is no difference in preference across the two environments for products with primarily geometric properties, such as packaged goods, for which vision is highly diagnostic. Furthermore, when the touch properties of a material product are verbally described, this reduces the difference in preference between the two environments.     

消费者触摸渴望的形成机制解析——基于认知体验视角

对消费者触摸渴望形成机制的探讨, 有利于线上和线下企业制定如何补偿和满足消费者触摸渴望的营销战略。迄今, 关于消费者触摸渴望形成机制的探讨主要从信息加工视角、动机视角、决策视角以及先天观视角着手。但这些视角均不能解释为何同一消费者在不同认知体验下在触摸行为反应上的差异。本文提出个人控制受威胁感这一认知体验是消费者触摸渴望形成的前因变量。具体而言, 本文发现, 个人控制受威胁感这一负性认知体验会导致消费者触摸渴望的增加, 内在机制是为了满足对环境的控制需求(实验1, 2)。本文进一步发现, 当强化消费者的自我价值后, 他们对环境的控制需求下降了, 因此消费者的触摸渴望将不再受个人控制受威胁感的影响(实验3)。最后, 本文还发现, 强化自我价值对个人控制受威胁感与消费者触摸渴望间关系的调节作用仅在高自尊者(vs.低自尊者)身上出现(实验4)。论文结尾讨论了本文所关注的个人控制受威胁感这一认知体验视角对已有触觉研究、已有个人控制感研究等的理论贡献。     

Relationship of Type of Product, Shopping Orientations, and Demographics with Preference for Shopping on the Internet

This research examines whether (1) consumers' shopping orientations are significantly related to their preference for shopping online, (2) consumers' demographic characteristics are significantly related to preference for shopping online, (3) relationships of shopping orientation and demographic variables with purchase preferences on the Internet will vary by the type of products (i.e., search, experience, or credence). Deriving from the product classification theory, products are classified into four categories: search products, two types of experience products, and credence products. Data were collected through self-administered surveys from adult population in two metropolitan areas in the Southern United States. The findings significantly support the study's hypotheses that shopping orientations such as convenience and recreational shopper and demographic variables such as gender, education, and household income were significantly related to consumer's online purchase preference. The researchers' findings also confirm that the relationships of shopping orientation and demographic variables with purchase preference for shopping online significantly differ by product category. More specifically, convenience and recreational orientations were positively related to preference for shopping online for experience-1, experience-2, and credence product types, though the directional relationship between recreational shopper orientation and preference for shopping on the Internet was positive rather than negative as hypothesized. The results and discussion section also includes implications drawn from the findings.     

身体拥有感及其可塑性：基于内外感受研究的视角

身体自我表征中的身体拥有感(即我的身体属于我的感受)问题一直是自我意识研究的核心话题。大量的已有研究表明, 身体拥有感的体验涉及不同感官信号的整合, 当前大多数研究只重视视觉、触觉等外感受的作用, 一方面忽视了内感受的作用, 另一方面也缺乏对两类感受整合的关注。橡胶手错觉实验和身体障碍患者身上所表现出的外感受和内感受对身体拥有感的影响支持了身体拥有感的可塑性假设, 自由能量原理认为身体拥有感形成的基础是大脑不断评估更新可能性表征来维持稳定。未来的研究需要从改善内感受的测量和刺激呈现方法, 探索影响内感受的高阶认知因素以及关注某些神经症患者的内感受等方面寻求突破。     

Touch for socioemotional and physical well-being: A review

This review briefly summarizes recent empirical research on touch. The research includes the role of touch in early development, touch deprivation, touch aversion, emotions that can be conveyed by touch, the importance of touch for interpersonal relationships and how friendly touch affects compliance in different situations. MRI data are reviewed showing activation of the orbitofrontal cortex and the caudate cortex during affective touch. Physiological and biochemical effects of touch are also reviewed including decreased heart rate, blood pressure and cortisol and increased oxytocin. Similar changes noted following moderate pressure massage appear to be mediated by the stimulation of pressure receptors and increased vagal activity. Increased serotonin and decreased substance P may explain its pain-alleviating effects. Positive shifts in frontal EEG also accompany moderate pressure massage along with increased attentiveness, decreased depression and enhanced immune function including increased natural killer cells, making massage therapy one of the most effective forms of touch.     

评论效价、新产品类型与调节定向对在线评论有用性的影响

对于新产品推出的成功与否, 较早采用者的评论和建议的影响相当巨大, 本研究通过两个实验研究评论效价(正面评论/负面评论)、新产品类型(渐进性新产品/革新性新产品)和调节定向(促进定向/防御定向)对新产品在线评论有用性的影响。实验1设计为2(新产品类型：渐进性新产品/革新性新产品)×2(评论效价：正面/负面)的组间操控设计, 结果表明：相对于渐进性新产品, 负面评论对革新性新产品的有用性更高, 正面评论对渐进性新产品和革新性新产品的有用性差异不显著。实验2设计为2(新产品类型：渐进性新产品/革新性新产品)×2(评论效价：正面/负面)×2(调节定向：促进/防御)的组间操控设计, 结果表明：促进定向的个体认为正负面评论有用性差异不大, 而防御定向的个体认为负面评论有用性显著高于正面评论; 对于促进定向的个体来说, 新产品类型对于评论效价对评论有用性的影响有调节作用, 而对于防御定向的个体来说, 新产品类型的这种调节作用则不存在。     

The communicative functions of touch in humans, nonhuman primates, and rats: a review and synthesis of the empirical research

Although touch is one of the most neglected modalities of communication, several lines of research bear on the important communicative functions served by the modality. The authors highlighted the importance of touch by reviewing and synthesizing the literatures pertaining to the communicative functions served by touch among humans, nonhuman primates, and rats. In humans, the authors focused on the role that touch plays in emotional communication, attachment, bonding, compliance, power, intimacy, hedonics, and liking. In nonhuman primates, the authors examined the relations among touch and status, stress, reconciliation, sexual relations, and attachment. In rats, the authors focused on the role that touch plays in emotion, learning and memory, novelty seeking, stress, and attachment. The authors also highlighted the potential phylogenetic and ontogenetic continuities and discussed suggestions for future research.     

Gender stereotypes, aggression, and computer games: an online survey of women.

Computer games were conceptualized as a potential mode of entry into computer-related employment for women. Computer games contain increasing levels of realism and violence, as well as biased gender portrayals. It has been suggested that aggressive personality characteristics attract people to aggressive video games, and that more women do not play computer games because they are socialized to be non-aggressive. To explore gender identity and aggressive personality in the context of computers, an online survey was conducted on women who played computer games and women who used the computer but did not play computer games. Women who played computer games perceived their online environments as less friendly but experienced less sexual harassment online, were more aggressive themselves, and did not differ in gender identity, degree of sex role stereotyping, or acceptance of sexual violence when compared to women who used the computer but did not play video games. Finally, computer gaming was associated with decreased participation in computer-related employment; however, women with high masculine gender identities were more likely to use computers at work.     

Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience

We draw upon literature examining cross-modal sensory interactions and congruence to explore the impact of smell on touch. In line with our predictions, two experiments show that smell can impact touch in meaningful ways. Specifically, we show that multisensory semantic congruence between smell and touch properties of a stimulus enhances haptic perception and product evaluation. We explore this relationship in the context of two properties of touch, namely texture and temperature, and demonstrate that both smell and touch can have semantic associations, which can affect haptic perception and product evaluation depending on whether they match or not. In study 1, we focus on the semantic association of smell and touch (texture) with gender and in study 2 with temperature. Our results extend prior work on smell and touch within consumer behavior, and further contribute to emerging literature on multisensory interactions.     

nodeGame: Real-time,synchronous, online experiments in the browser

nodeGame is a free, open-source JavaScript/ HTML5 framework for conducting synchronous experiments online and in the lab directly in the browser window. It is specifically designed to support behavioral research along three dimensions: (i) larger group sizes, (ii) real-time (but also discrete time) experiments, and (iii) batches of simultaneous experiments. nodeGame has a modular source code, and defines an API (application programming interface) through which experimenters can create new strategic environments and configure the platform. With zero-install, nodeGame can run on a great variety of devices, from desktop computers to laptops, smartphones, and tablets. The current version of the software is 3.0, and extensive documentation is available on the wiki pages at http://nodegame.org.     

Detaching the ties of ownership: the effects of hand washing on the exchange of endowed products

Recent studies have demonstrated that the ownership of a product leads to a biased perception of its aspects. Based on research on embodied cognition, we argue that the physical action of hand washing can reset the cognitive system to a more neutral state by reducing the asymmetrical perception of owned and not owned products. In three studies, we examined the effects of hand washing on the endowment effect by asking owners of a product to exchange it for a similar one. As expected, in Experiment 1, we showed that hand washing doubled the percentage of participants who exchanged an owned product for an alternative product. In Experiment 2, we replicated this finding and showed that only the action of hand washing and not a prime of physical cleaning elicited this effect. In Experiment 3, we again replicated the hand washing effect on exchange rates and examined the effect of hand washing on product evaluations. The results of all experiments suggest that hand washing reduces decision preferences that are biased by ownership.     

In search of a surrogate for touch: The effect of haptic imagery on perceived ownership

Previous research has shown that individuals value objects more highly if they own them, a finding commonly known as the endowment effect. In fact, simply touching an object can create a perception of ownership that produces the endowment effect. In this paper, we extend this line of research in several ways. First, we show that haptic imagery, or imagining touching an object, can have the same effect on perceived ownership as physical touch. We then demonstrate that haptic imagery can lead to perceptions of physical control, which in turn increase feelings of ownership. Moreover, the more vivid the haptic imagery, the greater the perception of control and the feeling of ownership. Implications for theory and practice are discussed.     

Pre‐employment risk screening: Comparability of integrity assessment technology platforms

The prevalence of mobile devices (e.g., smartphones and tablets) has led to job applicants increasingly choosing to use these mobile devices to complete online pre‐employment assessments in the application process. This study identifies increasing mobile device usage trends for applicants completing an unproctored integrity assessment across 13 quarterly time periods. Further, the comparability of the integrity assessment results when completed on mobile devices compared to when it is completed on computers was examined. Results revealed that the integrity assessment had comparable mean scores, number of admissions, reliability estimates, and validity coefficients across mobile devices and computers. Pass rates for the assessment across the delivery modes showed small differences though some were statistically significant. Applicants using smartphones to complete the assessment took significantly more time than applicants using computers or tablets.     

产品类别与网上购物决策过程的关系

产品的分类方法有很多,在网络购物环境中,应用较广的是将产品分为搜索产品、体验产品和信任产品;在传统购物环境中,应用较广的是将产品分为日用品、选购品和特殊产品。文献的研究结果表明,消费者在网上购买不同类别的产品时,网上购物决策过程中的信息搜索、网上购物意愿和偏好等行为存在着许多不同之处,文章对此进行了详细的介绍,并对今后的研究方向提出了建议     

消费者新产品采纳的特征

成功的新产品开发是企业获取竞争优势的重要因素, 但创新产品并非总能得到市场的接受, 大多数的新产品扩散往往以失败告终。因此, 业界和学界对新产品采纳问题进行了诸多探索。新产品采纳过程是指创新产品从被设计制造出来, 到最终被消费者或潜在消费者认识和采用的过程。对相关研究综述发现：以Rogers创新扩散模型为依据, 按采纳时间和特征的不同, 新产品采纳者可以系统分为早期采纳者和晚期采纳者, 二者之间主要从创新性、产品理解和易感性三个维度进行区分。具体来说, 早期采纳者具有高创新性、高产品理解和低易感性; 晚期采纳者具有低创新性、低产品理解和高易感性。在此基础上, 我们探究了各维度下影响消费者新产品采纳的具体因素。未来研究可以从这三个维度出发, 结合已有研究的不足以及当前环境、消费特点等进行拓展。     

Promoting Consumer Adoption of High‐Technology Products: Is More Information Always Better?

An important challenge for firms commercializing technology‐based new products is to reduce consumers' perceptions of performance uncertainty. We build on prior research in consumer decision making and acceptance of high‐technology products and focus on the role of information in influencing perceptions of performance uncertainty of new product interfaces. In contrast to prior literature, we show here that more information is not always better in reducing performance uncertainty. We argue that the effects of more (vs. less) information on the performance uncertainty of a new interface and consumer adoption intentions of the new product are moderated by the degree of newness of the particular functionality (i.e., set of potential benefits) that is delivered by the new product. We report two experiments that investigate this problem and show that more information helps to reduce performance uncertainty only when the product provides a preexisting functionality. However, high levels of information about the new interface actually intensify performance uncertainty when the product delivers a new functionality. We conclude with a discussion of the theoretical and managerial implications of the findings.