如何逆转产品转换信息对高接触产品消费意愿的负面影响——消费模式和信息表述方式的作用
How to Reverse the Negative Effect of Product Transformation Salience on Consumption Intention for High-touch Products—The Role of Consumption Patterns and Information Representations
黄静 1余利琴 1郭浪浪 1王好 1刘睿1
作者信息
摘要
已有的研究主要关注突出产品转换信息对低接触产品的正面影响,鲜有对如何缓解和逆转产品转换信息对高接触产品的负面影响的研究.本文在佐证突出产品转换信息会导致消费者对高接触产品产生厌恶感,并最终降低消费意愿(研究一)这一观点的基础上,通过两个实验分别检验了消费模式和信息表述方式的调节作用.研究结果表明:相较于基于所有权的消费模式,基于使用权的消费模式能够弱化产品转换信息引发的消费者厌恶感,进而提升消费者对高接触产品的消费意愿(研究二).此外,相较于负性信息表述方式,中性信息表述方式有利于弱化产品转换信息引发的消费者厌恶感,进而提升消费者对高接触产品的消费意愿(研究三).该研究结论对于生产高接触产品的企业在何种情景下采用产品转换信息策略,以及如何更好地表述产品转换信息以宣传企业履行环保责任的意识和行为,进而提升其环保产品的营销绩效具有较强的现实意义.
Abstract
Existing studies mainly focus on highlighting the positive impact of product transformation salience on low-touch products,and few studies explore how to alleviate and reverse the negative impact of product transformation salience on high-touch products.Based on evidence that product transformation salience leads consumers to aversion to high-touch products and ultimately reduce consumption intentions(Study 1),the article examines the moderating effects of consumption patterns and information representations through two experiments(Study2&3).The research results show that compared with the possession-based consumption model,the access-based consumption model can reduce the disgust caused by product tranfor-mation salience,thereby increasing the willingness to consume high-touch products(Study 2).In addition,compared with negative information representations,neutral information representations are beneficial to reduce the disgust caused by product tranformation salience,thereby increasing the willingness to consume high-touch products(Study 3).The findings of this re-search have strong practical significance for companies producing high-touch products in terms of the scenarios in which they a-dopt product transformation salience strategy and how they can better articulate product transformation salience to convey the company's environmental responsibility,and thus enhance the marketing performance of their eco-friendly products.
关键词
产品转换信息/高接触产品/厌恶感/消费模式/信息表述方式Key words
product transformation salience/high-touch products/disgust/pattern of consumption/information representa-tions引用本文复制引用
出版年
2024
NETL
NSTL
维普
万方数据