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论文编号：	11328
作者编号：	1120150832
上传时间：	2019/12/12 11:11:39
中文题目：	环境明亮度对消费者新产品购买意愿的影响研究——基于好奇感的中介作用
英文题目：	The influence of lighting conditions on new product purchase intention: Based on the mediating role of curiosity
指导老师：	杜建刚
中文关键字：	新产品购买意愿；环境明亮度；好奇感；最佳刺激水平
英文关键字：	New-product Purchase Intention; Lighting; Curiosity; Optimal Stimulation Level
中文摘要：	在日益激烈的市场竞争中，新产品作为企业创新的载体越来越受到重视。新产品是企业获取竞争优势和额外利润的关键，然而新产品上市的高失败率又让企业望而生畏。产品的创新程度越高，失败的可能性就越高，有研究表明，市场中有70%的新产品都是以失败而告终。新产品虽然具有新颖外观或核心的技术改进，但同时伴有风险性。水晶无色百事、Premier无烟烟草香烟、赛格威电动平衡车等，这些新产品项目现都已停滞。鉴于此，如何提高消费者对新产品的购买已成为营销领域研究的焦点。 现有关于新产品的研究，大部分是基于企业战略的宏观视角。基于消费者微观层面的研究相对较少，已有研究也更多的关注产品本身或是消费者特征对新产品购买的影响。研究大多潜在地假定消费者的评价是独立于决策情境的，并未考虑情境中的因素会影响消费者对新产品的购买。近年来，越来越多的研究发现外部环境对消费者决策的影响至关重要。当新产品进入市场后，零售店环境的明亮度是影响消费者评估产品及价值的重要因素，个体处理的外界信息绝大部分都来自于视觉。基于此，本研究从消费者视角出发，通过十个实验研究，共招募被试近2000人，探究了环境明亮度对消费者新产品购买意愿的影响内在机制，具体研究结论如下： 首先，环境明亮度作为一种外部环境要素，会影响个体的情绪与认知，主要表现为以下两个方面：一方面，个体会将环境因素进行隐喻联想。明亮会让人联想到阳光、光明、快乐等，而黑暗却与失明、寒冷、恐惧等相关联，进而影响个体的感知判断，高明亮度环境会让个体感觉更加积极，可以提高对新产品的评价；另一个方面，外部环境刺激会影响个体的行为反应。高明亮度环境会提高个体的能量水平，进而影响唤醒度以及认知水平。高明亮度环境会加强个体的情绪系统，激发探索性行为，个体愿意了解更多关于新产品的信息。由此，本研究认为环境明亮度对新产品购买意愿有正向影响作用，并通过实验一与实验二检验了以上假设与理论机制。 其次，为了厘清环境明亮度与新产品购买意愿之间的影响机制，进一步探究了好奇感在环境明亮度与新产品购买意愿影响过程的中介作用。本文探究了两种好奇在明亮度与新产品购买意愿过程中的影响机制，即知觉好奇和产品好奇。当个体处于高明亮度环境下，会提高个体的知觉好奇，使个体处于高唤醒状态，激发个体探索性行为。同时，当有新产品出现时，新产品本身存在一定的不确定性，也会激发个体对新产品的好奇，个体想要了解更多关于新产品的信息以弥合存在的信息缺失，并通过实验三与实验四检验了这一内在机制。进一步，通过实验五检验了好奇感的中介作用，实验结果表明，在明亮度对消费者新产品购买意愿影响过程中，知觉好奇与产品好奇起到连续中介作用。但具体来看，明亮度激发的知觉好奇对消费者新产品购买意愿没有起到中介作用，只有产品好奇对消费者新产品购买意愿起到中介作用。 最后，为了完善环境明亮度与消费者新产品购买意愿的影响机制，本研究探究了产品视角（信息框架、产品创新性）与消费者视角（社会排斥、解释水平）的调节变量。实验六到实验十的实验结果表明：1）产品信息框架调节明亮度与新产品购买意愿的关系。当产品信息为获益框架时，明亮度对新产品购买意愿产生正向影响，当产品信息为损失框架时，此效应不存在。好奇感对明亮度与新产品购买意愿的中介作用受到产品信息框架的调节；2）产品创新性调节明亮度与新产品购买意愿的关系。当产品为中低度创新时，明亮度对新产品购买意愿产生正向影响，当产品为高度创新时，此效应不存在。好奇感对明亮度与新产品购买意愿的中介作用受到产品创新性的调节；3）社会排斥调节明亮度与新产品购买意愿的关系。针对社会接纳个体，明亮度对新产品购买意愿产生正向影响，针对社会排斥个体，以上效应出现置反，低明亮度环境会提高消费者对新产品的购买意愿。好奇感对明亮度与新产品购买意愿的中介作用受到社会排斥的调节；4）解释水平调节明亮度与新产品购买意愿的关系。当消费者处于低解释水平时，明亮度对新产品购买意愿产生正向影响，当消费者处于高解释水平时，以上效应出现置反，低明亮度环境会提高消费者对新产品的购买意愿，好奇感对明亮度与新产品购买意愿的中介作用受到解释水平的调节。 本研究通过实验方法探究了环境明亮度与消费者新产品购买意愿的关系，好奇感的中介作用，以及产品视角与消费者视角存在的调节变量。找到了情境要素中可以提高新产品购买意愿的新变量，为提高消费者新产品购买意愿提供了新视角，并对企业推广新产品具有重要的实践意义。
英文摘要：	In the increasingly fierce market competition, new products are receiving more and more attention as the carrier of enterprise innovation. Product innovation is the driving force for a firm’s sustainable growth, and to some degree it shields a company from fierce competition. However, the success of innovative products is usually an exception rather than the norm. While innovativeness is part of the inherent nature of new products, research shows that the higher the degree of innovativeness of the new products, the higher the possibility of failure. The new-product failure rate is daunting and could be as high as 70%. Crystal Pepsi, Premier smokeless cigarettes, and the Segway scooter, which were highly innovative products, all withdrew from the mainstream market. Given the high rate of failure for new products, what can be done to enhance consumers’ adoption of a new product has become the focus of research in the field of marketing. In the broad literature of new-product purchase intention, a great amount of the research takes a macro perspective based on corporate strategy. Research based on the micro perspective of consumers is relatively rare, and existing research has paid more attention to the impact of the product features or consumer characteristics on the adoption of new products. Most studies have potentially assumed that consumers’ evaluations are independent of decision-making situations, and that factors in the context are not considered to influence consumers’ evaluation of new products. Research already pointed out the influence of environmental context on consumer behavior in general and important. When new products enter the market, the retail lighting is an important factor affecting consumers’ evaluation of products. Most of the external information processed by individuals comes from vision. Therefore, this study will investigate the impact of lighting conditions on new-product purchase intention, through ten studies and nearly 2,000 subjects in the entire series of experimental procedures. Specific research conclusions are as follows: First of all, with regard to lighting condition, research shows that lighting can influence people’s perception and behavior in various ways. On the one hand, human beings attach symbolic meanings to various things in their environment. People tend to associate brightness with elements such as sun and light while associating darkness with elements such as comfort, relaxation, blindness, cold, threat, and danger. A high lighting condition will make individuals feel more positive and can improve their evaluation of new products. On the other hand, different lighting conditions provide varying levels of stimulation, which implicitly influence people’s perceptions and behaviors. In terms of behaviors, in a bright environment people tend to exhibit a higher energy level, are more aroused, and encourage exploratory behaviors. Furthermore, people can better understand the benefits of new products. Therefore, this study examine that consumers in a high lighting condition are more likely to adopt new products, and verifies the hypothesis through Study One and Study Two. Secondly, in order to clarify the influence mechanism between the lighting and new-product purchase intention, this study explores the mediating role of curiosity, we conceptualized two dimensions of curiosity: perceptual and curiosity about product. High lighting condition creates a stimulating environment, which evokes perceptual curiosity. It motivates consumers to explore their environment with an appreciation for novelty and challenge. At the same time, because new products often provide consumers with novel benefits they have never heard about or experienced before, this information gap naturally induces curiosity about the product, and verifies the effect through Study Three and Study Four. Furthermore, the results of Study Five show that perceptual curiosity and curiosity about product play a continuous mediating role in the process of lighting and new-product purchase intention. However, the mediating effect through perceptual curiosity only is not significant. More importantly, it confirmed that curiosity about the new product is the underlying mechanism of the effect. Furthermore, Variables that moderate the relationship between lighting and new-product purchase intention and being moderators which are mediated by curiosity include message frame, product innovation, social exclusion and construal level. The results from Six to Study Ten reveal: 1) Message framing moderates the effect of lighting conditions on new-product purchase intention. When the product is gain-framed, lighting has a positive effect on new-product purchase intention, however, when the new product is loss-framed, the effect of bright lighting will be attenuated, and curiosity about the new product mediate the moderation effect of frame on the relationship between lighting and new-product purchase intention. 2) Product innovation moderates the effect of lighting conditions on new-product purchase intention. When the product is incrementally new products, lighting has a positive effect effect on new-product purchase intention, however, when the new product is really new products, the effect of bright lighting will be attenuated, and curiosity about the new product mediate the moderation effect of innovation on the relationship between lighting and new-product purchase intention. 3) Social exclusion moderates the effect of lighting conditions on new-product purchase intention. When consumers are in social inclusion, lighting has a positive effect on new-product purchase intention, however, when social exclusion is primed, the pattern of effects reverses, as a result, consumers show preference for a new product in a low lighting condition. And curiosity mediate the moderation effect of social exclusion on the relationship between lighting and new-product purchase intention. 4) Construal level moderates the effect of lighting conditions on new-product purchase intention. When consumers are in low construal level, lighting has a positive effect on new-product purchase intention, however, when consumers are in high construal, the pattern of effects reverses, as a result, consumers show preference for a new product in a low lighting condition. And curiosity mediate the moderation effect of construal level on the relationship between lighting and new-product purchase intention. This study investigates the relationship between lighting conditions and new-product purchase intention, the mediating effect of curiosity, and the variables moderate the relationships between these three variables. These findings contribute to literature on new-product purchase intention and effect of atmospherics. They also provide interesting and readily applicable implications for marketing managers in designing their retail atmosphere and promoting new products.
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