营销科学学报 ›› 2017, Vol. 13 ›› Issue (1): 130-148.

• 论文 • 上一篇    下一篇

信息双面性对节能产品购买意愿的影响 ——基于心理抗拒的中介作用和社会距离的调节效应

刘满芝 ,徐悦 ,陈梦 ,杨全益 ,周海媚   

  1. 刘满芝,中国矿业大学管理学院市场营销系副教授,E-mail:liumanzhi@cumt.edu.cn。
    徐悦,中国矿业大学管理学院硕士研究生,E-mail:761259237@qq.com。
    陈梦,中国矿业大学管理学院硕士研究生,E-mail:1124823065@qq.com。
    杨全益,中国矿业大学管理学院硕士研究生,E-mail:1921177857@qq.com。
    周海媚,中国矿业大学管理学院市场营销专业本科生,E-mail: 805460187@qq.com。
  • 出版日期:2017-03-01 发布日期:2018-03-16
  • 基金资助:

    本研究受到国家自然科学基金(71573255)、中国博士后科学基金面上资助项目(2014M551708)、江苏省社会科学基金(15JD037)、江苏省高校哲学社会科学基金项目(2015SJD435)资助,特此感谢。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

The Effect of Two-sidedness of Information on Intention to Purchase of Energy Saving Products ——Based on the Mediating Role of Psychological Reactance and the Moderating Effect of Social Distance

Liu Manzhi, Xu Yue,Chen Meng,Yang Quanyi, Zhou Haimei   

  1. Liu Manzhi, School of Management, China University of Mining and Technology
    Xu Yue,      School of Management, China University of Mining and Technology
    Chen Meng,   School of Management, China University of Mining and Technology
    Yang Quanyi, School of Management, China University of Mining and Technology
    Zhou Haimei,School of Management, China University of Mining and Technology
  • Online:2017-03-01 Published:2018-03-16

摘要:

通过信息宣传引导居民购买和使用节能产品对构建能源节约型和环境友好型社会至关重要。根据心理抗拒理论,在不同情境下,消费者根据接收到的各种信息特征,会产生不同程度的心理抗拒,进而产生差异化的购买意愿。本文旨在探索社会距离情境下,信息双面性通过心理抗拒(强迫性感受和操纵意图推断两个维度)影响消费者节能产品购买意愿的中介机制和调节机制。通过2(信息双面性:单面vs. 双面)×2(社会距离:自我vs. 他人)的组间实验,研究发现:①双面信息比单面信息更能促进消费者对节能产品的购买意愿;②强迫性感受和操纵意图推断会部分中介信息双面性对节能产品购买意愿的影响;③强迫性感受和操纵意图推断的中介效应会受到社会距离的调节作用。在远社会距离(他人)情境下,单面信息与双面信息引起的心理抗拒的差异比近社会距离情境下的差异缩小;在近社会距离(自我)情境中,强迫性感受和操纵意图推断的中介作用均比在远社会距离情境中要更强。研究成果对改善政府节能宣传策略和商家关于节能产品的营销操作水平具有重要意义。

关键词: 信息双面性, 节能产品, 购买意愿, 心理抗拒, 社会距离

Abstract:

For the construction of an energy saving and environmental friendly society, it is very important to guide residents on buying and using energy saving products through the information propagating. According to the theory of psychological reactance, in different situations, consumers will produce different degrees of psychological reactance according to the characters of various kinds of information received, thus a differentiating purchase intention is produced. The purpose of this paper is, in social distance situation , to explore the mediation mechanism and regulating mechanism of how the two-sided information influence consumers’ purchase intention of energy-saving products through psychological reactance (two dimensions including compulsive feeling and intention inference manipulation). With the 2(information duality: one vs. double) × 2(social distance: self vs. others) groups of experiments, it is found that: (1) Double information is better than single information in promoting consumers’ purchase intention of energy-saving products;(2) the compulsive feeling and intention inference manipulation will partial mediation the influence of two-sided information on purchase intention of energy-saving products;(3) The mediation effect of compulsive feeling and intention inference manipulation will be affected by the social distance adjustment. The difference of psychological reactance caused by the one-sided information and information is narrowing between social distance (others) situation and close social distance (self) situation. In close social distance (self) situation, the mediate effect of compulsive feeling and intention inference manipulate are both stronger than in the context of social distance situation. Research conclusion of this paper not only has a great theoretical significance, but also helps improving the government’s energy-saving publicity strategy and merchants’ marketing operation level about energy saving products.