摘要
营销信息通过改变个体心理认知进而刺激其产生的特定行为,是影响回收行为产生溢出效应的关键因素。已有研究聚焦于探究影响回收行为的前置变量,忽略了回收行为可能产生的后置结果。笔者基于溢出效应理论,采用实验研究的方法识别了不同信息干预策略对闲置物品回收行为溢出效应的作用效果及其过程机制。研究发现:采用环境诉求和金钱诉求表述的闲置物品回收信息均不会促使个体因道德许可而产生负向溢出效应,且相较于金钱诉求信息,环境诉求信息激发的正向溢出效应更强。信息框架对溢出效应的干预效果不明显,但信息诉求会改变这一结果。具体而言,环境诉求下损失框架直接或通过刺激个体的自我超越型价值观间接激发的正向溢出效应更强;金钱诉求下损失框架刺激了个体的自我增强型价值观,从而导致获得框架激发的正向溢出效应更强。基于此,笔者认为,闲置物品回收企业应根据回收目的采取差异化的营销信息组合策略,并通过与环保产品销售企业构建战略合作,推动闲置物品回收产生更大的社会价值和经济效益。
Marketing messages can change individual's psychological cognition,which in turn stimulate specific behaviors,and they are important factors influencing the behavioral spillover effect.Previous research mainly focuses on exploring the antecedents that affect the recycling behavior,and the possible post-effects of the recycling behavior are ignored.Based on theories of spillover effect,this study explores the spillover effect of different information intervention strategies on idle items recovery behavior and its process mechanism by adopting the experimental research method.The results indicate that both environmental appeal and monetary appeal would not give rise to negative spillover caused by moral licensing.And compared with monetary appeal,the positive spillover effect induced by environmental appeal is stronger.The intervention effect of message framing on spillover effect is not obvious,but that can be changed by information appeals.Specifically,the environmental appeal with loss framing directly or indirectly generates a stronger positive spillover effect by stimulating individual's self-transcendence values.Monetary appeal with loss framing stimulates individual's self-enhancement values and thus results in a stronger positive spillover effect of gain framing.Therefore,the authors believe that to promote the social value and economic benefits of idle items recycling,idle items recycling enterprises should adopt differentiated marketing information combination strategy according to the purpose of recycling,and establish strategy cooperation with environmental products sales enterprises.
作者
吴正祥
郭婷婷
WU Zheng-xiang;GUO Ting-ting
出处
《中央财经大学学报》
CSSCI
北大核心
2020年第6期81-90,共10页
Journal of Central University of Finance & Economics
基金
国家社会科学基金一般项目“基于社会认同的农村消费者在线行为模式研究”(项目编号:19BGL108)
辽宁省社会科学规划基金项目“消费者参与闲置物品回收的驱动机制及溢出效应研究”(项目编号:L19CGL005)。
关键词
闲置物品回收
溢出效应
信息诉求
信息框架
Idle items recycling
Spillover effect
Message appeal
Message framing
