心理学报 ›› 2022, Vol. 54 ›› Issue (8): 979-995.doi: 10.3724/SP.J.1041.2022.00979
收稿日期:
2021-09-08
发布日期:
2022-06-23
出版日期:
2022-08-25
通讯作者:
张谱月
E-mail:zhangpuyuemkt@163.com
基金资助:
RAN Yaxuan1, ZHANG Puyue1(), CHEN Siyun2, XIANG Diandian1
Received:
2021-09-08
Online:
2022-06-23
Published:
2022-08-25
Contact:
ZHANG Puyue
E-mail:zhangpuyuemkt@163.com
摘要:
共有消费是多位消费者共同参与并承担开销的一种常见的消费活动。本研究基于风险转移理论, 探究了消费情境(单独消费vs.共有消费)对不熟悉产品偏好的作用机理及边界条件。通过5个实验, 结果发现:相比于单独消费情境下的消费者, 在共有消费情境下的消费者更愿意尝试不熟悉的产品。原因在于共有消费情境会转移消费风险, 使得消费者对不熟悉产品的感知风险降低。但是该效应仅发生于产品风险较低的产品。同时, 当共有消费群体的关系较为疏远时, 该效应会消失甚至逆转。
中图分类号:
冉雅璇, 张谱月, 陈斯允, 项典典. (2022). 有“新”同享:共有消费促进对不熟悉产品的选择*. 心理学报, 54(8), 979-995.
RAN Yaxuan, ZHANG Puyue, CHEN Siyun, XIANG Diandian. (2022). Try something new together: Joint consumption fosters choice of unfamiliar products. Acta Psychologica Sinica, 54(8), 979-995.
概念 | 区分维度 | |
---|---|---|
购买阶段 | 消费阶段 | |
集体购买 | 单人 | 单人 |
协同消费 | 单人/多人 | 单人/多人 |
共享消费 | 单人 | 多人 |
共有消费 | 多人 | 多人 |
表1 共有消费和相关概念的区分
概念 | 区分维度 | |
---|---|---|
购买阶段 | 消费阶段 | |
集体购买 | 单人 | 单人 |
协同消费 | 单人/多人 | 单人/多人 |
共享消费 | 单人 | 多人 |
共有消费 | 多人 | 多人 |
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