心理学报 ›› 2024, Vol. 56 ›› Issue (4): 515-530.doi: 10.3724/SP.J.1041.2024.00515
• 研究报告 • 上一篇
收稿日期:
2023-03-28
发布日期:
2024-01-17
出版日期:
2024-04-25
通讯作者:
张璇, E-mail: xuan_zhang@zju.edu.cn
基金资助:
WANG Lili1, ZHANG Xuan2(), CHEN Hanyu3
Received:
2023-03-28
Online:
2024-01-17
Published:
2024-04-25
摘要:
服务失误不能避免, 因此在服务失误时获得消费者宽恕具有重要理论和实践意义。怀旧能否促进消费者宽恕?本文探究通过怀旧营销激发怀旧情绪对消费者宽恕的影响及其内在机制。6个实验的结果显示, 激发怀旧情绪提高消费者宽恕, 这一影响由共情中介。品牌形象类型(能力型vs.温暖型)和服务失误的严重性起调节作用。本研究丰富了怀旧功能和宽恕前因的相关研究, 为企业借助怀旧营销进行服务失误补救提供思路。
中图分类号:
王丽丽, 张璇, 陈含郁. (2024). 忆往昔促进消费者宽恕:服务失误情境下怀旧对宽恕的影响及内在机制. 心理学报, 56(4), 515-530.
WANG Lili, ZHANG Xuan, CHEN Hanyu. (2024). Remembering the past makes consumers easier to forgive: The influence of nostalgia on forgiveness and its internal mechanism in service failure. Acta Psychologica Sinica, 56(4), 515-530.
实验 | 怀旧操纵 | 服务失误类型 | 研究假设 |
---|---|---|---|
实验1a (N = 149) | 餐厅设计与餐具风格 | 服务员上错菜 | 验证H1:怀旧促进宽恕。 |
实验1b (N = 210) | 写作任务 | 修理工上门服务延迟 | |
实验2a (N = 130) | 零食广告 | 零食涨袋, 并且快到保质期 | 验证H2:共情在怀旧对宽恕的影响中起中介作用, 排除其他可能的中介机制。 |
实验2b (N = 130) | |||
实验3 (N = 300) | 零食广告 | 零食涨袋, 并且快到保质期 | 验证H3:品牌类型起调节作用。 |
实验4 (N = 240) | 餐厅设计与餐具风格 | 菜品口味不佳和上菜延迟 | 验证H4:服务失误严重性起调节作用。 |
表1 实验汇总
实验 | 怀旧操纵 | 服务失误类型 | 研究假设 |
---|---|---|---|
实验1a (N = 149) | 餐厅设计与餐具风格 | 服务员上错菜 | 验证H1:怀旧促进宽恕。 |
实验1b (N = 210) | 写作任务 | 修理工上门服务延迟 | |
实验2a (N = 130) | 零食广告 | 零食涨袋, 并且快到保质期 | 验证H2:共情在怀旧对宽恕的影响中起中介作用, 排除其他可能的中介机制。 |
实验2b (N = 130) | |||
实验3 (N = 300) | 零食广告 | 零食涨袋, 并且快到保质期 | 验证H3:品牌类型起调节作用。 |
实验4 (N = 240) | 餐厅设计与餐具风格 | 菜品口味不佳和上菜延迟 | 验证H4:服务失误严重性起调节作用。 |
实验 | 样本量 | 怀旧对宽恕的主效应 | 性别对宽恕的主效应 | 怀旧与性别的交互效应 |
---|---|---|---|---|
实验1a | N = 149 | F(1, 145) = 3.25, p = 0.074 | F(1, 145) = 0.361, p = 0.549 | F(1, 145) = 0.312, p = 0.577 |
实验1b | N = 210 | F(2, 204) = 5.57, p = 0.002 | F(1, 204) = 6.75, p = 0.010 | F(2, 204) = 1.56, p = 0.213 |
实验2a | N = 130 | F(1, 126) = 6.17, p = 0.014 | F(1, 126) = 6.36, p = 0.013 | F(1, 126) = 0.73, p = 0.394 |
实验2b | N = 130 | F(1, 126) = 4.92, p = 0.028 | F(1, 126) = 4.96, p = 0.028 | F(1, 126) = 4.96, p = 0.028 |
实验3 | N = 300 | F(1, 296) = 7.07, p = 0.008 | F(1, 296) = 2.07, p = 0.151 | F(1, 296) = 0.14, p = 0.712 |
实验4 | N = 240 | F(1, 236) = 8.13, p = 0.005 | F(1, 236) = 1.36, p = 0.244 | F(1, 236) = 1.71, p = 0.193 |
附表2 怀旧与性别的交互效应检验
实验 | 样本量 | 怀旧对宽恕的主效应 | 性别对宽恕的主效应 | 怀旧与性别的交互效应 |
---|---|---|---|---|
实验1a | N = 149 | F(1, 145) = 3.25, p = 0.074 | F(1, 145) = 0.361, p = 0.549 | F(1, 145) = 0.312, p = 0.577 |
实验1b | N = 210 | F(2, 204) = 5.57, p = 0.002 | F(1, 204) = 6.75, p = 0.010 | F(2, 204) = 1.56, p = 0.213 |
实验2a | N = 130 | F(1, 126) = 6.17, p = 0.014 | F(1, 126) = 6.36, p = 0.013 | F(1, 126) = 0.73, p = 0.394 |
实验2b | N = 130 | F(1, 126) = 4.92, p = 0.028 | F(1, 126) = 4.96, p = 0.028 | F(1, 126) = 4.96, p = 0.028 |
实验3 | N = 300 | F(1, 296) = 7.07, p = 0.008 | F(1, 296) = 2.07, p = 0.151 | F(1, 296) = 0.14, p = 0.712 |
实验4 | N = 240 | F(1, 236) = 8.13, p = 0.005 | F(1, 236) = 1.36, p = 0.244 | F(1, 236) = 1.71, p = 0.193 |
变量 | M | SD | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
---|---|---|---|---|---|---|---|---|---|
1. 个人怀旧倾向 | 3.21 | 0.74 | — | ||||||
2. 哈特兰德宽恕自我倾向 | 4.58 | 1.27 | 0.62** | — | |||||
3. 哈特兰德宽恕他人倾向 | 4.56 | 1.28 | 0.49** | 0.63** | — | ||||
4. 哈特兰德宽恕情境倾向 | 4.38 | 1.33 | 0.66** | 0.82** | 0.66** | — | |||
5. 哈特兰德宽恕倾向 | 4.51 | 1.16 | 0.66** | 0.91** | 0.85** | 0.93** | — | ||
6. 宽恕倾向性 | 3.79 | 1.33 | 0.48** | 0.63** | 0.64** | 0.66** | 0.72** | — | |
7. 对宽恕的态度 | 4.85 | 0.91 | 0.35** | 0.45** | 0.66** | 0.47** | 0.59** | 0.35** | — |
8. 回避动机 | 4.70 | 1.51 | −0.42** | −0.36** | −0.41** | −0.49** | −0.47** | −0.46** | −0.21* |
附表1 怀旧倾向与各宽恕量表的相关系数
变量 | M | SD | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
---|---|---|---|---|---|---|---|---|---|
1. 个人怀旧倾向 | 3.21 | 0.74 | — | ||||||
2. 哈特兰德宽恕自我倾向 | 4.58 | 1.27 | 0.62** | — | |||||
3. 哈特兰德宽恕他人倾向 | 4.56 | 1.28 | 0.49** | 0.63** | — | ||||
4. 哈特兰德宽恕情境倾向 | 4.38 | 1.33 | 0.66** | 0.82** | 0.66** | — | |||
5. 哈特兰德宽恕倾向 | 4.51 | 1.16 | 0.66** | 0.91** | 0.85** | 0.93** | — | ||
6. 宽恕倾向性 | 3.79 | 1.33 | 0.48** | 0.63** | 0.64** | 0.66** | 0.72** | — | |
7. 对宽恕的态度 | 4.85 | 0.91 | 0.35** | 0.45** | 0.66** | 0.47** | 0.59** | 0.35** | — |
8. 回避动机 | 4.70 | 1.51 | −0.42** | −0.36** | −0.41** | −0.49** | −0.47** | −0.46** | −0.21* |
R2 | bTPI | t | p | |
---|---|---|---|---|
自变量:个人怀旧倾向 | ||||
因变量: | ||||
哈特兰德宽恕自我倾向 | 0.38 | 1.05 | 6.74 | 0.000 |
哈特兰德宽恕他人倾向 | 0.24 | 0.85 | 4.82 | 0.000 |
哈特兰德宽恕情境倾向 | 0.43 | 1.17 | 7.41 | 0.000 |
哈特兰德宽恕倾向 | 0.43 | 1.02 | 7.46 | 0.000 |
宽恕倾向性 | 0.23 | 0.86 | 4.72 | 0.000 |
对宽恕的态度 | 0.12 | 0.43 | 3.19 | 0.002 |
回避动机 | 0.18 | −0.85 | −3.94 | 0.000 |
附表2 模型结论汇总
R2 | bTPI | t | p | |
---|---|---|---|---|
自变量:个人怀旧倾向 | ||||
因变量: | ||||
哈特兰德宽恕自我倾向 | 0.38 | 1.05 | 6.74 | 0.000 |
哈特兰德宽恕他人倾向 | 0.24 | 0.85 | 4.82 | 0.000 |
哈特兰德宽恕情境倾向 | 0.43 | 1.17 | 7.41 | 0.000 |
哈特兰德宽恕倾向 | 0.43 | 1.02 | 7.46 | 0.000 |
宽恕倾向性 | 0.23 | 0.86 | 4.72 | 0.000 |
对宽恕的态度 | 0.12 | 0.43 | 3.19 | 0.002 |
回避动机 | 0.18 | −0.85 | −3.94 | 0.000 |
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