摘要
新产品加价销售时有发生,不仅严重损害消费者的利益,也影响厂商的销售体系和财务收益,甚至影响市场秩序和市场效率。但该现象并没有得到足够的重视,特别是缺乏从消费者行为视角深入研究新产品加价销售对消费者多样化寻求的系统性影响,严重影响了对该现象的认识和治理。基于态度矛盾性理论、心理所有权理论和心理抗拒感理论等消费者行为理论,深入探究新产品加价销售影响消费者多样化寻求的内在机理和边界条件,并运用实验研究方法进行实证检验。实验1检验新产品加价销售影响消费者多样化寻求的直接效应,实验2检验新产品加价销售影响消费者多样化寻求的复合中介机制,实验3检验消费者认知闭合需要对新产品加价销售影响消费者多样化寻求复合中介机制的调节作用。使用方差分析、回归分析和Bootstrap等统计方法,对研究假设和整个概念框架进行检验。3个实验研究结果表明,新产品加价销售增强消费者多样化寻求,显性加价销售比隐性加价销售更容易引发消费者多样化寻求;新产品加价销售引发消费者多样化寻求存在复合中介机制,即新产品加价→心理所有权→态度矛盾性→消费者多样化寻求和新产品加价→心理抗拒感→态度矛盾性→消费者多样化寻求等;消费者的认知闭合需要对复合中介机制起调节作用,即与高认知闭合需要相比,低认知闭合需要的消费者更容易在面临新产品加价销售产生态度矛盾性时产生多样化寻求。研究结果不仅对深化和完善新产品扩散理论、态度矛盾性理论和认知闭合需要理论等具有重要的理论意义,而且对指导厂商改善销售管理体系、增强消费者理性消费和完善市场监管机制具有重要的实践意义。
Nowadays the makeup sale of new products happens occasionally,which not only harms the interests of consumers,but also affects business′s sale system and financial returns,and even will influence the whole marketplace order and efficiency.The phenomenon,however,has not been received enough and effective attention and research,and especially it is short of deep research,from the perspective of consumer behavior,on the systemic effect of the makeup sale of new products on consumer′s variety-seeking,which seriously influences our understanding and government of the phenomenon.The article,based on such some consumer behavior theories as the attitude ambivalence theory,the psychological ownership theory and the psychological reactance theory,deeply explored the internal mechanism and boundary conditions of the impact of the makeup sale of new products on consumer′s variety-seeking,which was empirically tested by experimental research methods.Among 3 experiments,experiment 1 tested the direct effect of the makeup sale of new products affecting consumer′s variety-seeking,and experiment 2 tested the composite mediating mechanism of the makeup sale of new products affecting consumer′s variety-seeking,and finally experiment 3 tested the moderating role of consumer′need for cognitive closure on the composite mediating mechanism in the makeup sale of new products affecting consumer′s variety-seeking.Three experiments adopted smartphone or tour package as experimental goods,undergraduates in some university in southwest China as experimental subjects,and moreover employed some statistical approaches including analysis of variance,regression analysis and Bootstrap,and finally,all research hypotheses and the whole conceptual framework were effectively documented,and drawn some important conclusions.Three experimental results indicated that(1)the makeup sale of new products would enhance consumers′variety-seeking,and explicit makeup sale(EMS)facilitated more consumer′s variety-seeking than did implicit makeup s
作者
刘建新
范秀成
LIU Jianxin;FAN Xiucheng(School of Management,Fudan University,Shanghai 200433,China;College of Economics and Management,Southwest University,Chongqing 400715,China)
出处
《管理科学》
CSSCI
北大核心
2021年第1期97-112,共16页
Journal of Management Science
基金
国家自然科学基金(71232008)
教育部人文社会科学研究项目(18JYC630096)
中央高校基本科研业务费专项资金(SWU1809125)
关键词
新产品加价销售
心理所有权
心理抗拒感
态度矛盾性
认知闭合需要
多样化寻求
makeup sale of new products
psychological ownership
psychological reactance
attitude ambivalence
need for cognitive closure
variety-seeking
