外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应

doi:10.3724/SP.J.1041.2020.01352

摘要/Abstract

摘要：

外观创新在市场竞争中的地位越来越突出,然而因此而导致的成败案例都很普遍。如何进行外观创新更受消费者欢迎,其内在机制是什么,我们却知之甚少。基于独特性需求理论、风险感知理论及自我建构理论,本文探讨了自我建构与外观新颖性对消费者购买意愿的交互作用、影响机制以及边界条件。通过3个实验,发现对于独立型自我建构的消费者而言,高外观新颖性能引发独特性需求从而提高购买意愿,而对于相依型自我建构而言,低外观新颖性则通过降低社会风险感知从而提高购买意愿;同时,本文也确定了产品类型对该机制的调节作用,具体来讲,对于实用品,所有消费者都对低外观新颖性产品具有更强的购买意愿,而对于享乐品,所有消费者都对高外观新颖性产品具有更强的购买意愿。

关键词: 外观新颖性, 自我建构, 独特性需求, 社会风险感知, 购买意愿

Abstract:

This paper studies the effect of self-construal on consumers' purchase intention of products that vary in visual novelty, its underlying mechanism and boundary conditions. Specifically, we propose that products with low (high) visual novelty should increase the purchase intention among interdependent (independent) consumers through decreased social risk perception (increased consumer needs for uniqueness). In addition, the interaction between visual novelty and self-construal should be reduced when product type (hedonic and utilitarian) is made salient. This is because all consumers should prefer utilitarian products with low visual novelty but prefer hedonic products with high visual novelty, regardless of self-construal. Three experiments provide empirical support for these predictions.
Study 1 uses 2 (visual novelty: low/high) × 2 (self-construal: independent/interdependent) between-subjects design. A night-light with an ambiguous product type is selected as the stimulus in the form of a color print advertisement. We recruit 112 participants, design different models, distribute product pictures with different appearances, and use an existing scale to measure participants' self-construal. We confirm the interaction between visual novelty and self-construal on purchase intention.
Study 2 uses a similar between-subjects design, and a wrist-watch with an ambiguous product type as the stimulus. We recruit 140 participants and manipulate the product's visual novelty and self-construal. Consistent with our prediction, we find an interaction between self-construal and visual novelty on consumers' purchase intention. In addition, we provide supporting evidence for the proposed mechanism for the interaction effect that is due to consumer needs for uniqueness and perceptions of social risks.
Study 3 uses a 2 (visual novelty: low/high) × 2 (self-construal: independent/interdependent) x 2 (product type: hedonic/utilitarian) between-subjects design, to test the moderating effect of product type. Product visual novelty and self-construal are manipulated in similar manners as in Study 2. Desk-lamp is used as the stimulus. In order to minimize confounds, we manipulate the product type and verify our manipulation in a pretest. In another pretest we also verify the effectiveness of the visual novelty manipulation and rule out the potential confound of functional novelty. We recruit 302 participants for this study. The results provide support for the moderating effect of product type. Specifically, we find that, regardless of self-construal, all consumers prefer a utilitarian product with lower appearance novelty, but prefer a hedonic product with higher appearance novelty. In addition, these effects are mediated by consumer needs for uniqueness and perceptions of social risks.
In summary, the results of three studies provide convergent evidence for an interaction between self-construal and product visual novelty on consumers' purchase intention, the moderating effect of product type, and the underlying mechanism due to consumer needs for uniqueness and social risk perceptions.

Key words: visual novelty, self-construal, need for uniqueness, social risk perception, purchase intention

中图分类号:

B849
F713.55

朱振中, 李晓君, 刘福, Haipeng (Allan) Chen. (2020). 外观新颖性对消费者购买意愿的影响：自我建构与产品类型的调节效应. 心理学报, 52(11), 1352-1364.

ZHU Zhenzhong, LI Xiaojun, LIU Fu, Haipeng (Allan) Chen. (2020). How visual novelty affects consumer purchase intention: The moderating effects of self-construal and product type. Acta Psychologica Sinica, 52(11), 1352-1364.

图/表 5

图1 理论框架

图2 产品外观新颖性与自我建构对购买意愿的影响: 实验1

图3 自我建构与产品外观新颖性对购买意愿的交互作用: 实验2

图4 中介效应: 实验2

图5 中介效应: 实验3

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