营销科学学报

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干预策略对公众旧衣回收行为的启动机制研究

李杨   

  1.  李杨,北京大学光华管理学院博士后;北京工商大学商学院市场营销系(讲师),helen.li@btbu.edu.cn
  • 出版日期:2017-09-30 发布日期:2018-11-09
  • 基金资助:

    本研究得到国家自然科学基金重点项目(71632001)和国家社会科学基金青年项目(17CGL063)资助。

Research on the effect of intervention Strategies on Garments Recycling Behaviors

Li Yang   

  1. Li Yang, Guanghua School of Management, Peking University; School of Business, Beijing Technology and Business University
  • Online:2017-09-30 Published:2018-11-09

摘要:

本研究通过质性研究和田野实验相结合的方式来探索干预策略对公众参与旧衣回收行为的影响。在质性研究阶段,采用一对一访谈的形式随机采访了80位来自北京和宁波的消费者,并通过内容编码量化了消费者在参与旧衣回收项目时的顾虑和期许。基于质性研究的结果,本研究以H品牌和Z品牌的旧衣回收活动为环境,设计了两组田野实验。第一组实验检验了信息(先行性干预策略)对回收行为的影响;第二组实验验证了目标设定(先行性干预策略)和奖励机制(结果性干预策略)对回收行为的影响。研究发现,先行性干预策略和结果性干预策略均能启动公众的旧衣回收行为,但是相同的干预策略对不同区域的群体的影响力度不同,甚至可能产生失效的情况。文章最后对政府、公益组织和企业给予了相应的管理和营销建议。

关键词: 先行性干预策略, 结果性干预策略, 回收行为, 质性研究, 田野实验

Abstract:

This study conducts qualitative research and field experiment to investigate how intervention strategies stimulate garments recycling behaviors. We interviewed 80 consumers from Beijing and Ningbo to discover the concerns and expectations of the consumers when they were considering a garment recycling project. Then, we designed two field experiments setting in the real garment collecting programs of brand H and Z. Experiment 1 tests the effect of information intervention on garment recycling behavior and the result shows that information intervention can positively stimulate the garment recycling behavior of both Beijing and Ningbo consumers, however, if we divided the information into project information and garment dealing information of the project, the data was only significant in the relationship between garment dealing information and the behavior of Beijing consumers. Experiment 2 tests the effect of “commitment” and “reward”. The results presents that both of the two stimulators can positively motivate final behaviors, but more significant effect appears in the relationship between commitment and the behavior of Beijing consumers as well as the relationship between reward and the behavior of Ningbo consumers. This paper provides the explanation of the regional gap at the end. Managerial and marketing suggestions are also provided to the government, NGO and brands.

Key words: antecedent intervention strategies, consequence intervention strategies, recycling behavior, qualitative research, field experiment