心理科学进展 ›› 2020, Vol. 28 ›› Issue (8): 1256-1272.doi: 10.3724/SP.J.1042.2020.01256
收稿日期:
2019-08-20
出版日期:
2020-08-15
发布日期:
2020-06-28
通讯作者:
谢志鹏
E-mail:469491018@qq.com
基金资助:
XIE Zhipeng1(), ZHAO Jing2, WANG Tao2
Received:
2019-08-20
Online:
2020-08-15
Published:
2020-06-28
Contact:
XIE Zhipeng
E-mail:469491018@qq.com
摘要:
表情是产品拟人化外观设计中重要元素。产品正面或负面的拟人化“表情” (表达正面或负面情感的表情)会影响到消费者对产品的感知。人际交往相关理论验证了正面表情对消费者的积极影响, 并认为负面表情不利于消费者与产品的互动。但是在现实市场中我们却看到, 消费者有时却更喜爱展现负面表情的产品, 营销领域的产品拟人化研究鲜有关注到产品表情的错位影响。具体而言, 在拟人化营销研究领域, 以下三个研究问题尚待探讨: 产品表情有怎样的具体体现及市场效用; 产品表情对消费者行为和态度影响的心理机制为何; 以及来自于消费者特质和产品因素的调节效应。回答以上问题能够进一步拓展和丰富营销领域的拟人化理论, 同时也将从实践上为产品外观设计提供建议和指导。
中图分类号:
谢志鹏, 赵晶, 汪涛. (2020). 消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响. 心理科学进展 , 28(8), 1256-1272.
XIE Zhipeng, ZHAO Jing, WANG Tao. (2020). Do consumers always prefer a smiley face? Effects of product “facial” expressions on consumer attitude. Advances in Psychological Science, 28(8), 1256-1272.
编号 | 网站名 | 网址 | 网站介绍 |
---|---|---|---|
S1 | 百度贴吧 | www.tieba.baidu.com | 全球最大中文社区, 可获得深度、有针对性的信息 |
S2 | 新浪微博 | www.weibo.com/ | 中国最受欢迎的社交平台, 众多品牌通过新浪微博进行营销投放, 研究者也可在此获得大量消费者评论 |
S3 | 知乎 | www.zhihu.com | 中国最大的网络问答社区, 内容拥有较强的专业性和针对性, 知乎拥有“话题工厂”这样的开放讨论平台, 有利数据收集 |
S4 | 哔哩哔哩 | www.bilibili.com | 中国最活跃的视频分享网站之一, 拥有众多品牌入驻, 可获得相关用户评论 |
S5 | 优酷 | www.youku.com | 中国最老牌的视频分享网站之一, 拥有大量品牌相关评论 |
S6 | www.facebook.com | 世界最大的在线社交平台, 可获得大量品牌推广信息及用户评论 | |
S7 | www.twitter.com | 世界最大的微博客类社交平台, 许多品牌选择该平台与消费者进行日常互动 | |
... | ... | ... | ... |
表1 二手数据来源网站情况介绍(部分)
编号 | 网站名 | 网址 | 网站介绍 |
---|---|---|---|
S1 | 百度贴吧 | www.tieba.baidu.com | 全球最大中文社区, 可获得深度、有针对性的信息 |
S2 | 新浪微博 | www.weibo.com/ | 中国最受欢迎的社交平台, 众多品牌通过新浪微博进行营销投放, 研究者也可在此获得大量消费者评论 |
S3 | 知乎 | www.zhihu.com | 中国最大的网络问答社区, 内容拥有较强的专业性和针对性, 知乎拥有“话题工厂”这样的开放讨论平台, 有利数据收集 |
S4 | 哔哩哔哩 | www.bilibili.com | 中国最活跃的视频分享网站之一, 拥有众多品牌入驻, 可获得相关用户评论 |
S5 | 优酷 | www.youku.com | 中国最老牌的视频分享网站之一, 拥有大量品牌相关评论 |
S6 | www.facebook.com | 世界最大的在线社交平台, 可获得大量品牌推广信息及用户评论 | |
S7 | www.twitter.com | 世界最大的微博客类社交平台, 许多品牌选择该平台与消费者进行日常互动 | |
... | ... | ... | ... |
编号 | 主范畴 | 概念定义 |
---|---|---|
1 | 产品表情 分类 | 产品外观中体现出的表情特征 |
2 | 情绪 | 不同产品表情所带来的消费者对产品情绪的感知 |
3 | 个性 | 不同产品表情所带来的消费者对产品个性的感知 |
4 | 友好 | 受访者对产品友好程度的感知 |
5 | 温暖 | 受访者从产品表情中感受到的温暖/冰冷感 |
6 | 质量 | 受访者由于不同产品表情所产生的质量推测 |
7 | 偏好 | 受访者对不同产品表情的偏好及原因 |
8 | 行为 | 受访者对不同表情产生的购买行为上的倾向性 |
9 | 态度 | 产品表情对消费者品牌/产品态度上的影响 |
10 | ... | ... |
表2 一手数据开放编码主范畴(部分)
编号 | 主范畴 | 概念定义 |
---|---|---|
1 | 产品表情 分类 | 产品外观中体现出的表情特征 |
2 | 情绪 | 不同产品表情所带来的消费者对产品情绪的感知 |
3 | 个性 | 不同产品表情所带来的消费者对产品个性的感知 |
4 | 友好 | 受访者对产品友好程度的感知 |
5 | 温暖 | 受访者从产品表情中感受到的温暖/冰冷感 |
6 | 质量 | 受访者由于不同产品表情所产生的质量推测 |
7 | 偏好 | 受访者对不同产品表情的偏好及原因 |
8 | 行为 | 受访者对不同表情产生的购买行为上的倾向性 |
9 | 态度 | 产品表情对消费者品牌/产品态度上的影响 |
10 | ... | ... |
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