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.