他人语言对消费者购买意愿的影响研究
Research on the Effect of Others’ Language on Consumers’ Purchase Intention
摘要: 消费者购买行为除了会受到个体自身因素的影响，还极易受到社会中其他人的影响。本研究探究他人语言是否会影响消费者对日常功能型产品的购买意愿。结合双加工理论，指出感知价值和激活型积极情绪在其中的中介作用，并试图探讨人格特质的调节作用。本研究采用问卷调查的方法，发现激活型积极情绪和感知价值中介了他人语言和购买意愿的关系，高促进人格正向调节他人语言和激活型积极情绪、感知价值的关系，高预防人格反向调节他人语言和感知价值的关系。本研究结论完善了旁观陌生人传递的语言信息对消费者购买意愿的影响机制及作用边界，为企业营销实践提供思考和建议。
Abstract: Consumers’ purchasing behavior is influenced by not only individual factors but also others in the society. This study investigates whether others’ language affects consumers’ purchase intention for everyday functional products. Leveraging on dual-process theory, this paper points out the mediat-ing role of perceived value and positive activating emotions between others’ language and purchase intention, and the moderating role of individual traits among these relationships is investigated. Using the method of questionnaire survey, this study found that positive activating moods and per-ceived value mediated the relationship between language of others and purchase intention. High promotion focus positively moderated the relationship among others’ language, positive activating moods and perceived value. High prevention focus negatively moderated the relationship between others’ language and perceived value. The conclusion of this study improves the mechanism and boundary of the influence of verbal information delivered by onlookers on consumers’ purchase in-tention, and provides thinking and suggestions for enterprises’ marketing practice.
文章引用：瞿彦桀, 陈驰茵 (2023). 他人语言对消费者购买意愿的影响研究. 心理学进展, 13(10), 4259-4276. https://doi.org/10.12677/AP.2023.1310537

参考文献

[1] 车诚, 赵良艳(2022). 自我认同对放纵消费的影响研究. 中国石油大学学报(社会科学版), 38(1), 82-92.
[2] 陈园园(2017). 他人语言和行为对消费从众的影响及其心理机制的实验研究(pp. 7-8). 硕士学位论文, 重庆: 西南大学.
[3] 董春艳(2011). 他人存在及其自我控制行为对消费者自我控制的影响(pp. 9-12). 博士学位论文, 大连: 东北财经大学.
[4] 冯建英, 穆维松, 傅泽田(2006). 消费者的购买意愿研究综述. 现代管理科学, (11), 7-9.
[5] 高琳, 李文立, 柯育龙(2017). 社会化商务中网络口碑对消费者购买意向的影响: 情感反应的中介作用和好奇心的调节作用. 管理工程学报, 31(4), 15-25.
[6] 黄敏学, 高蕾, 李婷(2021). 移动场景下的口碑评价: 调节定向视角. 南开管理评论, 24(3), 50-61.
[7] 李研, 李东进(2013). 变异成语对消费者广告态度和企业感知的影响. 管理评论, 25(8), 132-141.
[8] 李宗伟, 张艳辉, 栾东庆(2017). 哪些因素影响消费者的在线购买决策?——顾客感知价值的驱动作用. 管理评论, 29(8), 136-146.
[9] 刘东胜, 张文玉(2021). 信息框架和拟人化广告对不同调节聚焦消费者品牌体验的影响. 中国市场, (26), 113-114.
[10] 马锋, 罗钰雯(2018). 基于负情绪传染理论的品牌形象设计研究. 艺术与设计(理论), (z1), 42-44.
[11] 孟陆, 焦腾啸, 刘凤军(2019). 网络语言广告与调节定向对消费者购买意愿的影响. 中国流通经济, 33(6), 98-108.
[12] 王建军, 王玲玉, 王蒙蒙(2019). 网络口碑、感知价值与消费者购买意愿: 中介与调节作用检验. 管理工程学报, 33(4), 80-87.
[13] 王求真, 姚倩, 叶盈(2014). 网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究. 管理工程学报, 28(4), 37-47.
[14] 王潇, 李文忠, 杜建刚(2010). 情绪感染理论研究述评. 心理科学进展, 18(8), 1236-1245.
[15] 魏娟(2021). 在线评论与消费者退货意向: 认知失调的多重中介效应分析. 知识管理论坛, 6(1), 24-36.
[16] 杨兴俊, 郝建彬, 周成波(2022). SOR视角下社交媒体营销对消费者购买意愿的影响因素. 经济研究导刊, (21), 82-85.
[17] 姚昌达(2011). 网络消费者的人格特质与消费行为研究(pp. 1-75). 硕士学位论文, 上海: 上海交通大学.
[18] 张琪(2022). 特质性调节聚焦、广告信息陈述与绿色产品购买意向. 商业经济研究, (15), 66-69.
[19] 张伟, 杨婷, 张武康(2020). 移动购物情境因素对冲动性购买意愿的影响机制研究. 管理评论, 32(2), 174-183.
[20] 周峰(2022). 网络直播营销中的语言效用研究. 江苏经贸职业技术学院学报, (4), 1-5.
[21] 周国柱(2006). 现代商场的推销语言技巧. 商场现代化, (25), 192.
[22] Aravindakshan, A., Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Customer Equity: Making Marketing Strategy Financially Accountable. Systems Science and Systems Engineering, 13, 405-422.[CrossRef] 
[23] Basak, A. E., Gudukbay, U., & Durupinar, F. (2018). Using Real Life Incidents for Realistic Virtual Crowds with Data-Driven Emotion Contagion. Computers & Graphics, 72, 70-81.[CrossRef] 
[24] Brockner, J., & Higgins, E. T. (2001). Regulatory Focus Theory: Im-plications for the Study of Emotions at Work. Organizational Behavior and Human Decision Processes, 86, 35-66.[CrossRef] 
[25] Chaparro, B. S., & Copas, G. M. (2003). Can Internet Shoppers Be De-scribed by Personality Traits? Usability News, 1-5.
[26] Crowe, E., & Higgins, E. T. (1997). Regulatory Focus and Strate-gic Inclinations: Promotion and Prevention in Decision-Making. Organizational Behavior & Human Decision Processes, 69, 117-132.[CrossRef] 
[27] De Dreu, C. K. W., Baas, M., & Nijstad, B. A. (2008). Hedonic Tone and Activation Level in the Mood-Creativity Link: Toward a Dual Pathway to Creativity Model. Journal of personality and Social Psychology, 94, 739-756.[CrossRef] [PubMed]
[28] Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28, 307-319.[CrossRef] 
[29] Evans, J. (2008). Dual-Processing Accounts of Reasoning, Judg-ment, and Social Cognition. Annual Review of Psychology, 59, 255-278.[CrossRef] [PubMed]
[30] Gale, B. T. (1994). Managing Customer Value: Creat-ing Quality and Service That Customers Can See. Journal of Product Innovation Management, 12, 457-458.
[31] Hayes, A. F., & Preacher, K. (2014). Statistical Mediation Analysis with a Multicategorical Independent Variable. British Journal of Mathematical and Statistical Psychology, 67, 451-470.[CrossRef] [PubMed]
[32] Higgins, E. T. (1997). Beyond Pleasure and Pain. American Psychologist, 52, 1280-1300.[CrossRef] 
[33] Higgins, E. T. (2000). Making a Good Decision: Value from Fit. American Psychologist, 55, 1217-1230.[CrossRef] 
[34] Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, L. C., & Taylor, A. (2001). Achievement Orientations from Subjective Histories of Success: Promotion Pride versus Prevention Pride. European Journal of Social Psychology, 31, 3-23.[CrossRef] 
[35] Lang, P. J. (1995). The Emotion Probe: Studies of Motivation and Attention. American Psychologist, 50, 372-385.[CrossRef] 
[36] Lascu, N. D., & Zinkhan, G. (1999). Consumer Conformity: Review and Applications for Marketing Theory and Practice. Journal of Marketing Theory, 7, 1-12.[CrossRef] 
[37] Liu, Y., Li, H., & Hu, F. (2013). Website Attributes in Urging Online Impulse Purchase: An Empirical Investigation on Consumer Perceptions. Decision Support Systems, 55, 829-837.[CrossRef] 
[38] Pham, M. T., & Avnet, T. (2004). Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion. Journal of Consumer Research, 30, 503-518.[CrossRef] 
[39] Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Devel-opment of a Multiple Item Scale. Journal of Retailing, 77, 203-220.[CrossRef] 
[40] Tice, D. M., Baumeister, R. F., Shmueli, D., & Muraven, M. (2007). Restoring the Self: Positive Affect Helps Improve Self-Regulation Following Ego Depletion. Journal of Experi-mental Social Psychology, 43, 379-384.[CrossRef] 
[41] Tu, Y., & Fishbach, A. (2015). Words Speak Louder: Conforming to Preferences More than Actions. Journal of Personality & Social Psychology, 109, 193-209.[CrossRef] [PubMed]
[42] Zeithaml, V. A. (2000). Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn. Journal of the Academy of Marketing Science, 28, 67-85.[CrossRef] 
[43] Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The Impact of E-Word-of-Mouth on the Online Popularity of Restaurants: A Comparison of Consumer Reviews and Editor Reviews. In-ternational Journal of Hospitality Management, 29, 694-700.[CrossRef]