自我建构对口碑两极分化产品偏好的影响及作用机制

doi:10.3724/SP.J.1042.2020.00535

摘要/Abstract

摘要：

口碑两极分化的产品, 指那些被许多消费者评价好的同时又被其他许多消费者评价不好的产品。随着个性化消费时代的到来, 满足个性化需求的产品遭受褒贬不一的口碑越来越普遍。当面临口碑两极分化的产品, 消费者如何认知? 哪些因素会影响消费者对口碑两极分化产品的偏好? 其中间机制与边界条件是什么? 回答这些问题对企业有效开展营销具有重要意义。口碑两极分化会提高消费者的购物风险感知, 引发“冲突”联想, 同时还可能使得消费者对目标产品产生感知独特性。这些特征契合了自我建构理论中独立型自我建构与依存型自我建构个体在独特性需求、冲突解决风格与调节定向方面的行为差异, 因而自我建构是影响口碑两极分化产品偏好的重要前因变量, 且独特性需求、冲突解决风格与调节定向是三条中介路径。购物风险水平、购物任务情境、消费场合公开性以及产品类型是以上中介效应的边界条件。

关键词: 自我建构, 口碑, 两极分化, 独特性需求, 冲突解决风格

Abstract:

Polarizing products are those that are liked by some but hated by others. With the advent of the individualized consumption era, it is increasingly common for products that meet individual needs to receive mixed reviews. How do consumers perceive polarizing products? What factors influence consumers’ preference for polarizing products? What is the mechanism and boundary condition? The answers to these questions are significant for firms to engage in effective marketing. Polarization of word of mouth will improve consumers’ perceived risk and lead to “conflict” association. It may also generate perceived uniqueness of the product. These product features correspond to the behavior differences in need for uniqueness, conflict resolution style, and regulatory focus between independent and interdependent self-construal from the self-construal theory. Therefore, self-construal is an important antecedent variable that influences consumers’ preference for polarizing products and the need for uniqueness, conflict resolution style, as well as regulatory focus mediate this relationship. In addition, level of shopping risk, shopping tasks (self-purchase versus other-purchase), public or private context, and product category are the boundary conditions of this mediating effect.

Key words: self-construal, word of mouth, polarizing product, need for uniqueness, conflict resolution style

中图分类号:

B849: F713.55

武丽慧. (2020). 自我建构对口碑两极分化产品偏好的影响及作用机制. 心理科学进展 , 28(4), 535-548.

WU Lihui. (2020). The influence and mechanism of self-construal on consumers’ preference for polarizing products. Advances in Psychological Science, 28(4), 535-548.

图/表 1

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