群体规模、权威认证度对消费者从众购买意愿的影响——解释水平的调节作用
Effects of Crowds and Authority on Conformity Willingness of Consumption—Moderating Role of Construal Level
DOI: 10.12677/AP.2020.1012222, PDF,    国家自然科学基金支持
作者: 王 慧, 张文君, 李开云*, 林丰勋, 贾凡路：济南大学，山东 济南
关键词: 从众；解释水平；群体规模；权威；购买意愿；Conformity； Construal Level； Group Size； Authority； Willingness of Consumption
摘要: 本研究通过三个情境模拟实验，探讨产品的群体规模、权威认证度以及个体解释水平对从众购买意愿的影响。结果发现：高解释水平表征者更愿购买已购买产品的群体规模较小而不是群体规模较大的产品，但低解释水平表征者的产品购买意愿并不受群体规模大小的影响；无论是高或低解释水平个体，均更愿购买权威认证而不是非权威认证产品，均更愿购买权威指向型而不是从众指向型产品。研究表明，消费者“随波逐流”的产品从众购买意愿会受个体解释水平的调节，但最终取决于产品的权威认证度，即无论个体是高或低解释水平表征，其对权威认证产品的购买意愿均显著高于对非权威认证产品的购买意愿。
Abstract: In current study, three situation simulated experiments were conducted to explore the influence of group size, authoritative certification and individual construal level on the conformity willingness of consumption. The results revealed that individuals with high construal level had a higher willingness to buy product with small group size than to buy product with large group size. But in-dividuals with low construal level had no preference for product with small or large group size. No matter individuals were characterized by high or low construal level, their willingness to buy au-thoritative products was significantly higher than their willingness to buy non-authoritative products. No matter individuals were characterized by high construal level or low construal level, their willingness to buy authority-oriented products was significantly higher than their willingness to buy group-oriented products. In conclusion, the influence of group size on willingness of consumption was affected by construal level. However, the effects of construal level on willingness to buy ultimately depended on primary characteristics of the product itself—authoritative certifi-cation. Specifically, no matter individuals were characterized by high or low construal level, their willingness to buy authoritative products was significantly higher than their willingness to buy non-authoritative products.
文章引用：王慧, 张文君, 李开云, 林丰勋, 贾凡路 (2020). 群体规模、权威认证度对消费者从众购买意愿的影响——解释水平的调节作用. 心理学进展, 10(12), 1906-1914. https://doi.org/10.12677/AP.2020.1012222

参考文献

[1] 崔剑峰(2019). 在线促销方式对消费者感知风险和冲动购买意愿的影响研究: 基于电商类型和感知快递服务质量的调节作用分析. 博士学位论文, 长春: 吉林大学.
[2] 代祺(2007). 我国城市青少年从众, 不从众与反从众消费行为研究. 博士学位论文, 成都: 西南交通大学.
[3] 高华超(2011). 消费者目标对产品偏好的影响: 基于建构水平理论的实验研究. 硕士学位论文, 南京: 南京大学.
[4] 黄俊, 李晔, 张宏伟(2015). 解释水平理论的应用及发展. 心理科学进展, 23(1), 110-119.
[5] 黄孔生(2013). 情绪状态对心理距离与建构水平关系的调节作用. 硕士学位论文, 宁波: 宁波大学.
[6] 马宇红, 赵媛媛, 强亚蓉(2018). 社交网络中谣言传播的从众效应和权威效应. 计算机应用, 39(1), 232-238.
[7] 王财玉, 雷雳(2017). 网络购物情境下的羊群效应: 内涵、影响因素与机制. 心理科学进展, 25(2), 298-311.
[8] 王振华, 柴俊武, 张倩(2014). 群体购买情境下冲动性购买影响研究: 解释水平视角. 应用心理学, 20(2), 130-137.
[9] 张红, 任靖远, 刘晨阳, 罗劲(2019). 创造性产品评价中的从众效应. 心理学报, 51(6), 688-698.
[10] 郑淑芳(2015). 突发事件下的从众行为实证研究. 硕士学位论文, 上海: 华东师范大学.
[11] 朱滢(2014). 实验心理学. 北京: 北京大学出版社.
[12] Bar-Anan, Y., Liberman, N., & Trope, Y. (2006). The Association between Psychological Distance and Construal Level: Evidence from an Implicit Association Test. Journal of Experimental Psychology General, 135, 609-622.[CrossRef] [PubMed]
[13] Benedicktus, R. L., Brady, M. K., Darke, P. R., & Voorhees, C. M. (2010). Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Fami-liarity, and Generalized Suspicion. Journal of Retailing, 86, 322-335.[CrossRef] 
[14] Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Com-pliance and Conformity. Annual Review of Psychology, 55, 591-621.[CrossRef] [PubMed]
[15] Fujita, K., Trope, Y., Liberman, N., & Levin-Sagi, M. (2006). Construal Levels and Self-Control. Journal of Personality and Social Psychology, 90, 351-367.[CrossRef] [PubMed]
[16] Kelman, H. C. (1961). Processes of Opinion Change. Public Opinion Quarterly, 25, 57-78.[CrossRef] 
[17] Kim, H., & John, D. R. (2008). Consumer Response to Brand Extensions: Construal Level as a Moderator of the Importance of Perceived Fit. Journal of Consumer Psychology, 18, 116-126.[CrossRef] 
[18] Kku, M., Chylińska, K., Szpitalak, M., Polczyk, R., Ito, H., Mori, K., & Barzykowski, K. (2020). Reinforced Self-Affirmation as a Method for Reducing Eyewitness Memory Con-formity: An Experimental Examination Using a Modified Mori Technique. Applied Cognitive Psychology, 34, 1197-1206.[CrossRef] 
[19] Lascu, D.-N., & Zinkhan, G. (1999). Consumer Conformity: Review and Ap-plications for Marketing Theory and Practice. Journal of Marketing Theory and Practice, 7, 1-12.[CrossRef] 
[20] Love, E., & Okada, E. M. (2015). Construal Based Marketing Tactics for High Quality versus Low Price Market Segments. Journal of Product & Brand Management, 24, 172-181.[CrossRef] 
[21] Lúcia, C., Sónia, B., & Cristina, G. (2018). Food as a Way to Convey Masculinities: How Conformity to Hegemonic Masculinity Norms Influences Men’s and Women’s Food Con-sumption. Journal of Health Psychology, 1-15.
[22] Martin, B. A., Gnoth, J., & Strong, C. (2009). Temporal Construal in Advertising. Journal of Advertising, 38, 5-20.[CrossRef] 
[23] Nussbaum, S., Trope, Y., & Liberman, N. (2003). Creeping Dispositionism: The Temporal Dynamics of Behavior Prediction. Journal of Personality & Social Psychology, 84, 485-497.[CrossRef] [PubMed]
[24] Reid, A. E., Field, M., Jones, A., & Robinson, E. (2019). Social Modelling of Health Behaviours: Testing Self-Affirmation as a Conformity-Reduction Strategy. The British Psychological Society, 24, 651-667.[CrossRef] [PubMed]
[25] Rosenberg, L. (1961). Group Size, Prior Experience, and Conformity. The Journal of Abnormal and Social Psychology, 63, 436-437.[CrossRef] [PubMed]
[26] Ross, L., Bierbrauer, G., & Hoffman, S. (1976). The Role of Attribution Processes in Conformity and Dissent: Revisiting the Asch Situation. American Psychologist, 31, 148-157.[CrossRef] 
[27] Sordi, J. D., Perin, M. G., Petrini, M. D. C., & Sampaio, C. H. (2018). Construal Level and Collaborative Consumption: An Exploratory Approach. International Journal of Consumer Studies, 42, 264-273.[CrossRef] 
[28] Taylor, S. E., Pham, L., Rivkin, I., & Armor, D. (1998). Mental Simulation, Self-Regulation, and Coping. American Psychologist, 53, 429-439.[CrossRef] 
[29] Trope, Y., & Liberman, N. (2003). Temporal Construal. Psycho-logical Review, 110, 403-421.[CrossRef] 
[30] Trope, Y., & Liberman, N. (2010). Construal-Level Theory of Psychological Distance. Psychological Review, 117, 440-463.[CrossRef] [PubMed]
[31] Tu, Y., & Fishbach, A. (2015). Words Speak Louder: Conforming to Prefe-rences More than Actions. Journal of Personality and Social Psychology, 109, 193-209.[CrossRef] [PubMed]