"有利有弊"还是"有利无弊"——单双面信息提示对消费者可持续消费行为意向的影响
Pros and Cons or only Pros—The Effects of Message Sidedness on Sustainable Consumer Behavioral Intentions
张仪 1晏丽 1王永贵2
作者信息
- 1. 首都经济贸易大学工商管理学院
- 2. 浙江工商大学工商管理学院
- 折叠
摘要
商家常常采用信息提示策略干预消费者的决策和行为.然而,现有的研究对单双面信息提示的有效性及如何发挥作用的过程的探讨尚不充分.本文从消费者心理和消费者思维方式的视角出发,探究自我控制程度和辩证思维水平对单双面信息提示影响消费者可持续消费行为意向的干预作用.本文通过 3 个实验发现:对于自我控制程度较强的消费者而言,双面信息提示更能提升他们的可持续消费行为意向,信息可信度和平台可信度在这一过程中起链式中介作用.此外,辩证思维可以增强消费者对双面信息提示的信任度,进而提高消费者可持续消费行为意向.本研究结果丰富了有关信息提示有效性和信任转移的研究,对于企业、电子商务平台和社会管理者理解消费者可持续消费行为并对其进行有效的干预提供了重要的启示.
Abstract
Firms frequently use message prompts to influence consumer decision-making and behavior.However,research on the boundary conditions and mechanisms driving the effects of these prompts remains limited.The present research investigates how perceived self-control and dialectical thinking influence the effectiveness of message sidedness(one-sided vs.two-sided messages)on sustainable behavioral intentions.Across three experiments,we found that two-sided message prompts were more effective for consumers with high self-control.The interaction between message sidedness and self-control was serially mediated by perceived trust towards the message prompts and the platform.Additionally,dialectical thinking enhanced consumers'perceived trust in two-sided message prompts,further boosting sustainable behavioral intentions.These findings contribute to a better understanding of prompt effectiveness and offer practical guidance for firms,platforms,and policymakers on promoting sustainable consumption more effectively.
关键词
单双面信息提示/可持续消费行为/信任/自我控制/辩证思维Key words
message sidedness/sustainable consumer behavior/trust/self-control/dialectical thinking引用本文复制引用
基金项目
国家自然科学基金面上项目(72172096)
国家自然科学基金重点项目(72032004)
出版年
2024
NETL
NSTL
万方数据