营销科学学报

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接近还是远离——不同信息类型下孤独感对拟人化产品偏好的影响

李世豪 ,张红霞 ,王雪芳 ,符国群   

  1. 李世豪,北京大学光华管理学院市场营销系博士研究生,E-mail: lishihao@pku.edu.cn。
    张红霞,北京大学光华管理学院市场营销系教授,E-mail: hxzhang@gsm.pku.edu.cn。
    王雪芳,北京大学光华管理学院市场营销系博士研究生,E-mail: xfwang@pku.edu.cn。
    符国群,北京大学光华管理学院市场营销系教授,E-mail: fugq@gsm.pku.edu.cn。
  • 出版日期:2017-12-30 发布日期:2018-11-09
  • 基金资助:

    非常感谢主编和评审专家提出的宝贵和中肯的修改意见。本研究得到国家自然科学基金项目(71472008;71632001)的资助,特此致谢。

The Effect of Loneliness on Anthropomorphized Product under Different Information Frameworks

Li Shihao, Zhang Hongxia, Wang Xuefang, Fu Guoqun   

  1. Li Shihao,Guanghua School of Management, Peking University
    Zhang Hongxia,Guanghua School of Management, Peking University
    Wang Xuefang, Guanghua School of Management, Peking University
    Fu Guoqun, Guanghua School of Management, Peking University
  • Online:2017-12-30 Published:2018-11-09

摘要:

本文探讨了消费者的孤独感与拟人化产品的偏好之间的关系。发现高孤独感的个体对社会联系有一种主动寻求的积极态度,会尝试和物品建立一种类人的联系,因此会更加喜爱具有类人属性的拟人化产品。进一步,我们发现,该效应会受到信息类型的调节作用。在促进型的信息类型下,高孤独个体更加喜欢拟人化产品;相反,在预防型信息类型下,高孤独个体更不喜欢拟人化产品。这种效应在低孤独人群中不存在。同时,我们发现,高孤独人群中产品类型(拟人vs.非拟人)和信息类型(促进型vs.预防型)对产品偏好的交互影响是通过感知社交联系这一中介实现的。

关键词: 孤独, 拟人化, 调节定位, 感知社交联系

Abstract:

This article investigated the relationship between loneliness and anthropomorphic products. We confirmed that high lonely people would like to seek for social relationship. What’s more, they may try to compensate by creating a sense of connection with nonhuman products so they will prefer anthropomorphic products. Further, we demonstrated that information framework can moderate this effect. High lonely consumer would increase their preference to anthropomorphic product under promotion-focus information, whereas they would decrease their preference to anthropomorphic product under prevention-focus information. These effects don’t exist in low lonely consumer. At the same time, we demonstrate that the effect is mediated by perceived social connection.

Key words: loneliness, anthropomorphism, regulatory focus, perceived social connection