他人语言和行为对消费从众的影响及其心理机制的实验研究

发布时间：2018-04-24 22:40

本文选题：他人语言 + 他人行为　；参考：《西南大学》2017年硕士论文

【摘要】：本研究在总结以往研究的基础上,完善了先前研究的范式,通过三个实验来探讨对于自我认同高、低相关产品是否都存在他人偏好信息相对于他人行为信息引发更多的从众效应及其内在心理机制。实验一给被试呈现用文字描述基本特性的6种(3种自我认同高相关产品,3种自我认同低相关产品)产品,分别用“最受欢迎”代表他人偏好信息;“最多购买”代表他行为信息。比较被试在两种条件下的购买行为差异。实验二通过2(自我认同相关产品:高,低)×2(他人信息:偏好,行为)×2(关系亲密性:朋友,陌生人)×2(独特性需求:高,低)的设计,探讨心理共享和独特性需求是否是他人偏好相比于他人行为引发更多从众效应的心理机制。实验三通过设计在购物网站上同时获取他人偏好和他人行为信息时,消费者的消费从众表现,探讨该效应在网络购物情境下的表现。研究结果如下:(1)在自我认同高、低相关产品中,都存在他人偏好信息比他人行为信息更能引发消费从众行为。(2)在自我认同低相关产品中,他人与消费者的亲密性对他人信息对消费从众的影响起调节作用,即心理共享是其心理机制。(3)在网络购物条件下,在人们同时获得他人偏好和行为信息时,依然存在对他人偏好信息的消费从众大于对他人行为信息的从众。在消费领域,他人信息一直是消费者参考的重要因素,往往会引发从众行为。但是本研究发现,在商品的其他条件相似或相同的条件下,对于他人偏好的从众强于对于他人行为的从众,这相当于在知道他人已经购买该产品后,从众行为反而受到部分抑制而减少。该现象的发现对消费从众领域和商业领域都有重要的启示作用。并且,本研究发现自我认同相关度不同的商品都存在他人偏好比他人行为引发更多的从众。此外,发现自我认同低相关的从众差异的心理机制是心理共享。
[Abstract]:On the basis of summarizing the previous studies, this study has perfected the paradigm of previous studies and explored the high self-identity through three experiments. Whether there is more herd effect and its inner psychological mechanism caused by the preference information of others in low related products than the behavior information of others. In experiment 1, the subjects were presented with 6 kinds of self identity high correlation products and 3 low self identity related products, and the most popular products were used to represent the preference information of others. The maximum purchase represents his behavior information. To compare the difference of purchasing behavior between the two conditions. Experiment 2 was designed by 2 (self identification related products: high, low) 脳 2 (other information: preference, behavior) 脳 2 (relationship intimacy: friends, strangers) 脳 2 (unique requirements: high, low), To explore whether psychological sharing and unique needs are the psychological mechanism of others' preference which leads to more herd effect than others' behavior. Experiment 3 discusses the performance of this effect in the context of online shopping by designing a shopping website to simultaneously obtain other people's preference and behavior information, the consumer's consumption behavior is in conformity with the crowd. The results are as follows: 1) in both high and low correlation products, there is a difference between other's preference information and others' behavior information. The closeness between others and consumers regulates the influence of other people's information on consumption conformity, that is, psychological sharing is its psychological mechanism. (3) under the condition of online shopping, when people obtain information about others' preferences and behaviors at the same time, There is still more consumption of preference information than behavior information. In the field of consumption, other people's information has always been an important factor for consumers' reference, which often leads to herd behavior. But this study found that when other conditions are similar or identical, the preference of others is stronger than the behavior of others, which is equivalent to knowing that others have purchased the product. Herd behavior has been partially suppressed and reduced. The discovery of this phenomenon has important enlightenments to the field of consumption conformity and commerce. Furthermore, this study found that other people's preference is more than others' behavior. In addition, the psychological mechanism of finding low self-identity related herd differences is psychological sharing.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842

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