稀缺感对消费者实用品选择的影响机制研究——基于调节导向理论视角

发布时间：2018-06-20 01:36

本文选题：稀缺感 + 实用品　；参考：《东岳论丛》2017年02期

【摘要】：本研究关注稀缺感对消费者实用品选择的影响。在调节聚焦理论和生存思维作用下,稀缺感会导致个体更倾向于选择实用品,对实用属性评价更高。四个实验的结果显示,稀缺感会导致个体对实用属性评价更高,更倾向于选择实用品。预防导向在这一影响关系中起中介作用。社交支持起到调节中介作用,当具有稀缺感的个体受到社交支持时,这一影响作用会削弱,稀缺感将不再对实用品选择产生显著影响。本研究的研究结论将对探寻与解构稀缺感对消费者产品选择,特别是享乐品和实用品选择的心理机制有重要的理论意义,同时对改善商业企业营销广告设计和提高消费者消费的理性水平有着重要的实践指导价值。
[Abstract]:This study focuses on the impact of scarcity on consumer choice of practical goods. Under the action of regulating focus theory and survival thinking, scarcity will lead individuals to choose practical products and evaluate practical properties more highly. The results of the four experiments show that scarcity can lead to higher evaluation of practical properties and more preference for practical products. Prevention orientation plays an intermediary role in this influence relationship. Social support acts as a mediator, which weakens when individuals with a sense of scarcity are supported by social support, and scarcity will no longer have a significant impact on the choice of practical goods. The conclusion of this study will be of great theoretical significance to explore and deconstruct the psychological mechanism of consumers' choice of products, especially the choice of hedonic and practical goods. At the same time, it has important practical guiding value to improve the marketing advertising design of commercial enterprises and to improve the rational level of consumer consumption.
【作者单位】：中国人民大学商学院;河南财经政法大学工商管理学院;
【分类号】：F713.55

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