文献类型：期刊文献

中文题名：消费者敬畏情绪对从众购买意愿的影响——基于社会联结视角的实证分析

作者：景奉杰[1];胡静[1];杨艳[2]

机构：[1]华东理工大学商学院,上海200237;[2]华东理工大学体育科学与工程学院,上海200237

年份：2020

卷号：39

期号：2

起止页码：76

中文期刊名：企业经济

外文期刊名：Enterprise Economy

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2017】；

基金：国家自然科学基金项目“敬畏感对消费者选择的影响及作用机制——基于自然和社会联结性的双向视角”（项目编号：71772064）

语种：中文

中文关键词：敬畏情绪;自我概念;社会联结;从众消费

外文关键词：awe emotion;self-concept;social association;conformity consumption

摘要：本文基于社会联结的研究视角,探讨了消费者的敬畏情绪对从众选择意愿的影响,并综合采用问卷调查法和实验法,对敬畏情绪、社会联结以及从众消费三者之间的关系进行了检验。结果表明:敬畏情绪倾向和诱发敬畏情绪状态均可有效提升个体的社会联结水平以及预测个体的从众消费意愿;社会联结对敬畏情绪与从众消费之间的关系起到了部分中介作用。本文扩展了敬畏情绪的研究领域以及从众消费的情绪前因变量和心理机制研究。建议企业可尝试将敬畏情绪的诱发因素直接引入到日常营销场景中;既可使用间接手段定位处于高水平敬畏情绪体验的人群,也可采用营销手段提升消费者的社会联结,更好地引导消费者的从众偏好。
From the perspective of social connection,this paper explores the influence of consumer's awe emotion on conformity preference,and examines the relationship among awe emotion,social connection and conformity consumption by means of questionnaire and experiment.Results indicate that the awe tendency and the awe-induced state can effectively improve the level of individual social association and predict conformity consumption,and the social association plays a partially mediating role in the relationship between awe emotion and conformity consumption.The findings enrich the research on the awe emotion,the emotional antecedents of conformity consumption and its underlying psychology principle.It is suggested that enterprises can try to introduce It is suggested that enterprises can try to introduce the inducing factors of awe emotion directly into the daily marketing scene;use indirect means to locate the people with high level of awe experience,or adopt marketing means to enhance the social association of consumers so as to better guide consumers'conformity preference.