), 雷亮1, 李志远1, 苏云1, 黄晓治2 1 兰州大学管理学院, 兰州 730000
2 广西大学商学院, 南宁 530000
收稿日期:2017-05-03出版日期:2018-07-15发布日期:2018-05-29基金资助:* 国家自然科学基金青年项目(71502075);国家自然科学基金地区项目(71362011);国家社科基金项目(15BGL152);甘肃省社会科学规划项目资助(YB033)Touch or not touch? Prior touch facilitates consumers’ adoption of new products
LIU Wumei1(), LEI Liang1, LI Zhiyuan1, SU Yun1, HUANG Xiaozhi2 1 School of Management, Lanzhou University, Lanzhou 730000, China
2 Business School, Guangxi University, Nanning 530000, China
Received:2017-05-03Online:2018-07-15Published:2018-05-29摘要/Abstract
摘要： 已有触觉研究和已有新产品研究都不能回答是否先前触摸一个新产品会影响消费者随后对另一新产品的理解和评估。本文发现：事先让消费者触摸(vs.不触摸)一个外观极度不一致的新产品会促进消费者对另一外观极度不一致的目标新产品的评估和选择(实验1-实验2)。实验3进一步发现, 当先前触摸的产品和随后评估的产品在外观极度不一致这一点上不具相似性时(如, 当所摸新产品在外观上与常见同类产品一致), 先前触摸将不再促进目标新产品的不一致解决, 进而不再影响目标新产品评估。最后, 实验4剥离了触觉和视觉的影响, 发现实验1~实验3的发现受触觉(先前摸)而非视觉(先前看)主导。
图/表 3
表1实验1和实验3中各水平下的人数分布和目标产品评估的均值和标准差
| 变量 | 目标新产品外观不一致程度 | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 一致 | 中度不一致 | 极度不一致 | |||||||||
| n | M | SD | n | M | SD | n | M | SD | |||
| 实验1 | 触摸 | 27 | 4.57 | 0.74 | 27 | 4.67 | 0.88 | 28 | 4.79 | 0.92 | |
| 不触摸 | 26 | 4.38 | 0.75 | 28 | 4.93 | 0.97 | 27 | 4.26 | 0.94 | ||
| 实验3 | 一致新产品 | 触摸 | 32 | 4.40 | 1.24 | 29 | 3.76 | 1.15 | |||
| 不触摸 | 30 | 4.20 | 0.55 | 29 | 4.10 | 0.86 | |||||
| 极度不一 致新产品 | 触摸 | 31 | 4.48 | 0.77 | 31 | 4.39 | 1.23 | ||||
| 不触摸 | 30 | 4.10 | 0.71 | 30 | 3.30 | 1.18 | |||||
表1实验1和实验3中各水平下的人数分布和目标产品评估的均值和标准差
| 变量 | 目标新产品外观不一致程度 | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 一致 | 中度不一致 | 极度不一致 | |||||||||
| n | M | SD | n | M | SD | n | M | SD | |||
| 实验1 | 触摸 | 27 | 4.57 | 0.74 | 27 | 4.67 | 0.88 | 28 | 4.79 | 0.92 | |
| 不触摸 | 26 | 4.38 | 0.75 | 28 | 4.93 | 0.97 | 27 | 4.26 | 0.94 | ||
| 实验3 | 一致新产品 | 触摸 | 32 | 4.40 | 1.24 | 29 | 3.76 | 1.15 | |||
| 不触摸 | 30 | 4.20 | 0.55 | 29 | 4.10 | 0.86 | |||||
| 极度不一 致新产品 | 触摸 | 31 | 4.48 | 0.77 | 31 | 4.39 | 1.23 | ||||
| 不触摸 | 30 | 4.10 | 0.71 | 30 | 3.30 | 1.18 | |||||
表2实验1中目标产品不一致程度和先前触摸影响目标产品评估的中介分析结果
| 变量 | 不一致解决 | 唤醒水平 | 正性情绪指数 | ||||||
|---|---|---|---|---|---|---|---|---|---|
| beta | t | p | beta | t | p | beta | t | p | |
| 步骤1: IV*Mo-DV | -1.222 | -2.22 | 0.028 | -1.222 | -2.22 | 0.028 | -1.222 | -2.22 | 0.028 |
| 步骤2 IV*Mo-Me | -1.046 | -1.94 | 0.055 | -0.271 | -0.453 | 0.652 | 0.026 | 0.04 | 0.966 |
| 步骤3: IV*Mo-DV | -0.846 | -1.61 | 0.111 | -1.083 | -1.81 | 0.074 | -1.394 | -2.44 | 0.017 |
| 步骤3: Me-DV | 0.359 | 3.84 | <0.0001 | -0.014 | -0.130 | 0.897 | 0.315 | 3.18 | 0.002 |
| Bootstrap analysis (5000 bootstraps) | effect | 95%CI | effect | 95%CI | effect | 95%CI | |||
| -0.24 | [-0.64, -0.02] | 0.002 | [-0.07, 0.14] | 0.01 | [-0.24, 0.29] | ||||
表2实验1中目标产品不一致程度和先前触摸影响目标产品评估的中介分析结果
| 变量 | 不一致解决 | 唤醒水平 | 正性情绪指数 | ||||||
|---|---|---|---|---|---|---|---|---|---|
| beta | t | p | beta | t | p | beta | t | p | |
| 步骤1: IV*Mo-DV | -1.222 | -2.22 | 0.028 | -1.222 | -2.22 | 0.028 | -1.222 | -2.22 | 0.028 |
| 步骤2 IV*Mo-Me | -1.046 | -1.94 | 0.055 | -0.271 | -0.453 | 0.652 | 0.026 | 0.04 | 0.966 |
| 步骤3: IV*Mo-DV | -0.846 | -1.61 | 0.111 | -1.083 | -1.81 | 0.074 | -1.394 | -2.44 | 0.017 |
| 步骤3: Me-DV | 0.359 | 3.84 | <0.0001 | -0.014 | -0.130 | 0.897 | 0.315 | 3.18 | 0.002 |
| Bootstrap analysis (5000 bootstraps) | effect | 95%CI | effect | 95%CI | effect | 95%CI | |||
| -0.24 | [-0.64, -0.02] | 0.002 | [-0.07, 0.14] | 0.01 | [-0.24, 0.29] | ||||
图1实验4中视触组别对目标饮料瓶产品评估(均值(标准差))的影响
图1实验4中视触组别对目标饮料瓶产品评估(均值(标准差))的影响参考文献 34
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