中国人民大学商学院, 北京 100872
收稿日期:2020-09-02出版日期:2022-01-25发布日期:2021-11-26通讯作者:蒋晶, E-mail: jiangjing@rmbs.ruc.edu.cn基金资助:* 教育部人文社科基金项目(18YJA630044)资助The effect of environmental disorderliness on variety seeking behavior and its mechanism
WANG Yan, JIANG JingSchool of Business, Renmin University of China, Beijing 100872, China
Received:2020-09-02Online:2022-01-25Published:2021-11-26摘要/Abstract
摘要： 在日常生活和购物环境中, 混乱无序无处不在。然而, 关于环境无序性对消费者产品选择行为的影响研究却十分有限, 本文试图填补这一不足。具体而言, 本文创新性地提出环境无序性与多样化寻求行为之间存在着因果关系, 且自我效能威胁和未来偏好不确定感在其中发挥链式中介作用。通过1个预实验和4个实验, 本文发现无论在真实环境、线下购物环境、工作环境, 还是线上产品陈列情境下, 环境无序性均可提升多样化寻求行为; 无序的环境会对消费者的自我效能产生威胁, 进而增强其对未来产品偏好的不确定性感知, 最终促使其通过增加多样化寻求行为来应对未来可能变化的产品偏好。
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相关文章 1
| [1] | 刘 蕾;郑毓煌;陈 瑞. 选择多多益善？——选择集大小对消费者多样化寻求的影响[J]. 心理学报, 2015, 47(1): 66-78. |
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