拥挤影响消费者情绪和购物反应的元分析

doi:10.3724/SP.J.1041.2020.01237

摘要/Abstract

摘要：

拥挤是由社会(人群)运动空间和物理空间受限引发的一种主观感受和客观状态。随着消费者所处的环境越来越拥挤, 近些年来消费者行为领域对拥挤的关注逐渐增多, 但目前的研究结论并不一致。本文通过元分析方法获得了38个研究、81个样本的149个效应值, 分别探讨了两类拥挤对消费者情绪和购物反应(趋近型购物反应与回避型购物反应)的影响, 并尝试找出以往研究结果表现出异质性的原因。从情绪层面来看, 社会拥挤正向影响消费者的消极情绪, 负向影响自主感知; 空间拥挤负向影响消费者积极情绪, 正向影响消极情绪。从购物反应层面来看, 社会拥挤会显著增强消费者的趋近型购物反应(ρ = 0.208, N = 28624), 增加风险规避, 并负向影响消费者的购物态度和意愿(ρ = -0.135, N = 10094); 空间拥挤对消费者趋近型购物反应的影响并不显著, 但能负向影响回避型购物反应(ρ = -0.409, N = 3223)。进一步的调节分析发现, 购物环境类型、研究情境的真实性、是否为学生样本、以及样本来源于西方国家还是东方国家等能够调节拥挤对消费者部分情绪和购物反应的影响。本文最后讨论了研究结果, 并对管理实践和未来研究提供了建议。

关键词: 社会拥挤, 空间拥挤, 消费者行为, 元分析

Abstract:

In the last few years, marketing scholars have been showing increasing interest in examining how crowding affects consumers’ emotions and behaviors. As a result, empirical literature on crowding has been growing rapidly. However, the crowding literature in Marketing has reported many inconsistent findings which need to be reconciled. The current meta-analysis paper aims to find out the reasons for heterogeneity in the findings of previous studies on crowding.
In this meta-analysis paper, the authors analyzed 149 effect sizes from 38 Eastern and Western empirical studies and 81 samples. Each author independently coded the data and discrepancies were resolved through discussion. Based on the measures of crowding used in each individual empirical paper, the authors coded two types of crowding, namely, social crowding and spatial crowding. First, the authors analyzed the effect of social crowding and spatial crowding on consumers’ emotional reactions and shopping reactions. Next, the authors examined the potential moderation effects of several contextual and methodological factors, including types of shopping environment, the reality of research designs, and sources of research samples (western countries vs. eastern countries, students vs. non-students).
This meta-analysis work obtained many interesting findings. First, this paper documents that social crowding significantly increased consumers’ negative emotions, but dramatically decreased consumers’ dominance. Social crowding was found to be positively correlated with the approach-related shopping responses (ρ = 0.208, N = 28624), and negatively correlated with consumer attitudes and willingness to shop (ρ = -0.135, N = 10094). Second, this paper documents that spatial crowding had a significant negative effect on avoidance-related shopping responses (ρ = -0.409, N = 3223), but had no significant influence on the approach- related shopping responses. Furthermore, moderation analyses showed that some of the aforementioned main effects were significantly moderated by types of shopping environment (utilitarian vs. hedonic), the reality of the context (virtual vs. real), and sources of research samples (western countries vs. eastern countries, students vs. non-students).
To summarize, this paper makes several important theoretical advances. First, drawing on several psychological theories on individuals’ reactions to the crowding environment, this paper builds a relatively unified research framework on consumers’ reactions to crowding. More importantly, this paper also tests this framework via meta-analyzing the effects of social crowding and those of spatial crowding on consumers’ emotional reactions and shopping-related behavioral responses, respectively. The results suggest that the overall influence of crowding on individuals’ emotion and behavior is not as large as that reported in previous studies. Second, by examining the moderation effects of several situational and methodology-related factors, this paper is able to explain why prior literature on crowding has reported inconsistent findings. Finally, this meta-analysis work also puts forth several intriguing and testable future research opportunities. In addition to advancing theory, the current paper's findings also have practical implications. Companies and managers should consider reducing consumers’ spatial crowding perceptions of the shopping environment. However, it is not wise for firms to universally adopt a policy of decreasing consumers’ perceptions of pedestrian volume.

Key words: social crowding, spatial crowding, consumer behavior, meta-analysis

中图分类号:

B849: F713.55

柳武妹, 马增光, 卫旭华. (2020). 拥挤影响消费者情绪和购物反应的元分析. 心理学报, 52(10), 1237-1252.

LIU Wumei, MA Zengguang, WEI Xuhua. (2020). A meta-analysis of the effect of crowding on consumers’ emotional reactions and shopping-related behavioral reactions. Acta Psychologica Sinica, 52(10), 1237-1252.

图/表 7

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结果变量	k	N	ρ	95%置信区间		双尾检验		Q_W	I²	Begg检验显著性	失安全系数
结果变量	k	N	ρ	低	高	Z值	p值	Q_W	I²	Begg检验显著性	失安全系数
情绪	41	10742	0.040	-0.071	0.150	0.712	0.477	1309.207^***	96.945	0.723	—
积极情绪	15	3587	0.035	-0.109	0.178	0.478	0.633	246.352^***	94.317	0.805	—
消极情绪	13	3377	0.235	-0.003	0.448	1.937	0.053	582.671^***	97.941	0.393	435
唤醒	7	2107	0.049	-0.087	0.182	0.705	0.481	50.071^***	88.017	0.652	—
自主感知	6	1671	-0.378	-0.511	-0.227	-4.676	0.000	47.822^***	89.545	0.851	322
趋近型购物反应	31	28624	0.208	0.167	0.248	9.768	0.000	211.292^***	85.802	0.020	5394
品牌依恋	11	1949	0.198	0.126	0.269	5.274	0.000	27.440^**	63.557	0.186	206
口碑传播	5	2069	0.207	0.112	0.298	4.213	0.000	11.520^**	65.279	0.624	72
能量摄入	6	1966	0.227	0.153	0.298	5.871	0.000	7.281	31.326	0.133	98
产品购买	4	11883	0.178	0.026	0.322	2.294	0.022	48.892^***	93.864	1.000	484
关注自我与他人	5	10757	0.216	0.058	0.364	2.657	0.008	30.585^***	86.922	0.624	318
回避型购物反应:意愿与态度	34	10094	-0.135	-0.251	-0.015	-2.200	0.028	1209.224^***	97.271	0.173	653
满意度	16	5612	-0.036	-0.218	0.147	-0.385	0.700	700.008^***	97.857	0.528	—
推断与评价	11	3067	-0.202	-0.407	0.023	-1.763	0.078	388.366^***	97.425	0.139	131
惠顾与支付意愿	7	1415	-0.266	-0.358	-0.168	-5.226	0.000	20.323^**	70.477	0.453	176
回避型购物反应:风险厌恶	8	1143	0.416	0.277	0.537	5.478	0.000	42.896^***	83.682	0.083	316

结果变量	k	N	ρ	95%置信区间		双尾检验		Q_W	I²	Begg检验显著性	失安全系数
结果变量	k	N	ρ	低	高	Z值	p值	Q_W	I²	Begg检验显著性	失安全系数
情绪	41	10742	0.040	-0.071	0.150	0.712	0.477	1309.207^***	96.945	0.723	—
积极情绪	15	3587	0.035	-0.109	0.178	0.478	0.633	246.352^***	94.317	0.805	—
消极情绪	13	3377	0.235	-0.003	0.448	1.937	0.053	582.671^***	97.941	0.393	435
唤醒	7	2107	0.049	-0.087	0.182	0.705	0.481	50.071^***	88.017	0.652	—
自主感知	6	1671	-0.378	-0.511	-0.227	-4.676	0.000	47.822^***	89.545	0.851	322
趋近型购物反应	31	28624	0.208	0.167	0.248	9.768	0.000	211.292^***	85.802	0.020	5394
品牌依恋	11	1949	0.198	0.126	0.269	5.274	0.000	27.440^**	63.557	0.186	206
口碑传播	5	2069	0.207	0.112	0.298	4.213	0.000	11.520^**	65.279	0.624	72
能量摄入	6	1966	0.227	0.153	0.298	5.871	0.000	7.281	31.326	0.133	98
产品购买	4	11883	0.178	0.026	0.322	2.294	0.022	48.892^***	93.864	1.000	484
关注自我与他人	5	10757	0.216	0.058	0.364	2.657	0.008	30.585^***	86.922	0.624	318
回避型购物反应:意愿与态度	34	10094	-0.135	-0.251	-0.015	-2.200	0.028	1209.224^***	97.271	0.173	653
满意度	16	5612	-0.036	-0.218	0.147	-0.385	0.700	700.008^***	97.857	0.528	—
推断与评价	11	3067	-0.202	-0.407	0.023	-1.763	0.078	388.366^***	97.425	0.139	131
惠顾与支付意愿	7	1415	-0.266	-0.358	-0.168	-5.226	0.000	20.323^**	70.477	0.453	176
回避型购物反应:风险厌恶	8	1143	0.416	0.277	0.537	5.478	0.000	42.896^***	83.682	0.083	316

结果变量	k	N	ρ	95%置信区间		双尾检验		Q_W	I²	Begg检验显著性	失安全系数
结果变量	k	N	ρ	低	高	Z值	p值	Q_W	I²	Begg检验显著性	失安全系数
情绪	16	6573	-0.037	-0.165	0.092	-0.560	0.576	416.998^***	96.403	0.928	27
积极情绪	7	2944	-0.219	-0.380	-0.044	-2.449	0.014	139.209^***	95.690	0.881	215
消极情绪	6	2144	0.192	0.110	0.270	4.571	0.000	17.293^***	71.087	0.348	117
唤醒	3	1485	-0.047	-0.295	0.207	-0.359	0.720	46.161^***	95.667	0.602	5
趋近型购物反应	6	998	0.033	-0.186	0.250	0.296	0.767	38.810^***	89.756	0.039	—
冲动购买	3	752	-0.213	-0.281	-0.144	-5.899	0.000	0.026	0.000	0.602	21
多样化选择	3	246	0.293	0.173	0.405	4.650	0.000	0.481	0.000	0.602	14
回避型购物反应	11	3223	-0.409	-0.506	-0.302	-6.941	0.000	114.599^***	91.274	0.392	1558

结果变量	k	N	ρ	95%置信区间		双尾检验		Q_W	I²	Begg检验显著性	失安全系数
结果变量	k	N	ρ	低	高	Z值	p值	Q_W	I²	Begg检验显著性	失安全系数
情绪	16	6573	-0.037	-0.165	0.092	-0.560	0.576	416.998^***	96.403	0.928	27
积极情绪	7	2944	-0.219	-0.380	-0.044	-2.449	0.014	139.209^***	95.690	0.881	215
消极情绪	6	2144	0.192	0.110	0.270	4.571	0.000	17.293^***	71.087	0.348	117
唤醒	3	1485	-0.047	-0.295	0.207	-0.359	0.720	46.161^***	95.667	0.602	5
趋近型购物反应	6	998	0.033	-0.186	0.250	0.296	0.767	38.810^***	89.756	0.039	—
冲动购买	3	752	-0.213	-0.281	-0.144	-5.899	0.000	0.026	0.000	0.602	21
多样化选择	3	246	0.293	0.173	0.405	4.650	0.000	0.481	0.000	0.602	14
回避型购物反应	11	3223	-0.409	-0.506	-0.302	-6.941	0.000	114.599^***	91.274	0.392	1558

结果变量	调节变量		k	N	ρ	95%置信区间		Q_W	Q_B	I²
结果变量	调节变量		k	N	ρ	低	高	Q_W	Q_B	I²
积极情绪、唤醒	购物环境类型	享乐型	5	1197	0.317^***	0.170	0.451	24.560^***	12.911^***	83.713
	购物环境类型	实用型	12	4047	-0.011	-0.110	0.088	102.240^***	12.911^***	89.241
	情境真实性	真实情境	16	4832	0.065	-0.047	0.176	215.578^***	0.339	93.042
	情境真实性	虚拟情境	6	830	-0.029	-0.313	0.260	82.065^***	0.339	93.907
	样本来源	东方国家	10	2645	-0.032	-0.186	0.123	134.972^**	1.541	93.332
		西方国家	12	3049	0.102	-0.042	0.242	156.480^***	1.541	92.970
		非学生	15	4864	0.050	-0.064	0.163	1166.026^***	0.020	93.388
		学生	7	830	0.028	-0.244	0.296	145.47 6^***	0.020	93.166
消极情绪、自主感知	购物环境类型	享乐型	4	1136	-0.153^**	-0.257	-0.046	8.690^*	1.470	65.479
	购物环境类型	实用型	9	3123	0.089	-0.281	0.436	878.163^***	1.470	99.089
	情境真实性	真实情境	11	3873	-0.008	-0.305	0.290	906.890^***	0.319	98.897
	情境真实性	虚拟情境	8	1175	0.100	-0.120	0.311	92.549^***	0.319	92.436
	样本来源	东方国家	5	1591	-0.017	-0.212	0.179	57.671^**	0.161	93.064
		西方国家	14	3457	0.054	-0.229	0.329	899.181^***	0.161	98.554
		非学生	13	4429	-0.012	-0.217	0.249	941.150^***	0.740	98.725
		学生	6	619	0.149	-0.106	0.386	46.211^***	0.740	89.180
结果变量	调节变量		k	N	ρ	95%置信区间		Q_W	Q_B	I²
结果变量	调节变量		k	N	ρ	低	高	Q_W	Q_B	I²
趋近型购物反应	情境真实性	真实情境	12	25708	0.253^***	0.169	0.333	804.337^***	1.182	98.632
	情境真实性	虚拟情境	20	2916	0.196^***	0.136	0.255	52.403^***	1.182	63.743
	样本来源	东方国家	9	22186	0.273^***	0.221	0.323	50.752^***	8.829^**	58.636
		西方国家	20	6233	0.169^***	0.124	0.213	47.886^***	8.829^**	65.868
		非学生	18	27057	0.185^***	0.133	0.236	194.039^**	3.225^?	91.239
		学生	13	1567	0.256^**	0.229	0.313	17.156	3.225^?	30.054
回避反应: 风险厌恶	样本来源	非学生	2	649	0.235^*	0.009	0.438	8.632^**	3.541^?	88.416
回避反应: 风险厌恶	样本来源	学生	6	494	0.486^***	0.322	0.621	21.741^**	3.541^?	77.002
回避反应: 意愿与态度	购物环境类型	享乐型	6	2698	0.050	-0.233	0.326	257.004^**	1.034	98.055
	购物环境类型	实用型	24	6558	-0.115	-0.252	0.026	744.795^***	1.034	96.912
	情境真实性	真实情境	17	6457	0.011	-0.151	0.172	681.678^***	5.769^*	97.653
	情境真实性	虚拟情境	17	3637	-0.278^**	-0.434	-0.106	455.354^***	5.769^*	96.486
	样本来源	东方国家	11	4485	-0.012	-0.223	0.200	508.519^***	2.197	98.034
		西方国家	22	5031	-0.209^**	-0.353	-0.056	630.256^***	2.197	96.668
		非学生	23	8382	-0.103	-0.248	0.045	1026.715^***	0.794	97.857
		学生	10	1572	-0.223^*	-0.424	-0.001	174.160^***	0.794	94.832