营销科学学报 ›› 2011, Vol. 7 ›› Issue (2): 32-44.

• 论文 • 上一篇    下一篇

陌生人存在对消费者自我控制的影响

董春艳,郑毓煌,夏春玉   

  1. 董春艳,东北财经大学工商管理学院博士研究生,E-mail:dongchunyan_yan@163.com。
    郑毓煌,清华大学经济管理学院副教授,E-mail:zhengyh@sem.tsinghua.edu.cn。
    夏春玉,东北财经大学工商管理学院教授、博士生导师,E-mail:xiachunyu@dufe.edu.cn。
  • 出版日期:2011-06-01 发布日期:2013-10-30
  • 基金资助:

    真诚感谢匿名评审专家对本文的改进和完善所提供的建设性意见。本研究受到国家自然科学基金(70972027)、教育部哲学社会科学研究重大课题攻关项目基金(08JZD0019)和清华大学经济管理学院小林实中国经济基金的资助。

The Influence of Strangers’ Presence on Consumers’ Self-Control

Dong Chunyan, Zheng Yuhuang, Xia Chunyu   

  1. Dong Chunyan, School of Business and Administration, Dongbei University of Finance and Economics;
    Zheng Yuhuang, School of Economics and Management, Tsinghua University
    Xia Chunyu, School of Business and Administration, Dongbei University of Finance and Economics.
  • Online:2011-06-01 Published:2013-10-30

摘要:

本文对于无交流状态的社交情境下,其他陌生个体存在与否以及存在人数对消费者自我控制的影响进行了探索。研究结果表明,第一,在消费环境中,相比于没有其他消费者存在的情况,在有其他消费者存在的情况下,消费者更易于自我控制失败;并且随着在场其他消费者人数的增加,消费者自我控制水平递减。第二,在上述作用关系中,消费者的印象管理倾向与消极负向情绪发挥着中介作用。第三,上述印象管理倾向的中介作用会受到商品类型的调节。

关键词: 自我控制, 陌生人存在, 印象管理, 情绪

Abstract:

This research explores the influence of strangers’ non-interactive presence on consumers’ self-control. Data suggest that, comparing to situations with no one around, a consumer is more likely to fail in self-control when a stranger (or strangers) is present, even if there’s no interaction between them. And the more strangers there are, the more likely consumer’s self-control is going to fail. Moreover, the authors find that, this “stranger presence effect” is mediated by consumers’ impression management inclination and negative mood. And the mediation effect of impression management inclination is further moderated by product type.

Key words: Self-Control, Strangers’ Presence, Impression Management, Mood