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论文编号：	11827
作者编号：	1120160820
上传时间：	2020/6/22 12:35:28
中文题目：	制造方式对消费者产品偏好的影响研究
英文题目：	Research on the Influence of Production Mode on Consumer Product Preference
指导老师：	杜建刚
中文关键字：	制造方式；努力启发式；产品类别；真实性；产品偏好
英文关键字：	production mode；effort heuristic; product category; authenticity; product preference
中文摘要：	技术进步和智能化制造的发展加速了创新，提高了生产率，不可逆转的改变了经济的发展方式及制造业的模式。越来越多的产品以机器制造的方式进行生产，机器制造实现了精确化、规模化生产。机器制造成为高质量和标准化的代名词，为人们提供了制式精确的高质量产品。然而当今机器年代，消费者反而更怀念手工制造的产品，出现了手工制造的手表、包、玩具、珠宝、吉他、板鞋、眼镜等众多手工制品，而且其规模还在不断扩大。全球最大的在线手工制品零售平台Etsy.com的报告指出，从2012年到2017年，其营业收入增长了591%；而国家统计局的信息显示，近年来国内手工市场产值已达5560亿元，并呈现快速增长的趋势。BBC和纽约时报也对手工革命和Etsy的快速发展进行了报道。在2016年-2022年中国民间手工艺品市场运营投资分析报告里对手工制品做了一个定位：传统手工艺术是一个国家民族文化和智慧的沉淀，人类文明无论向何处发展，这种手和心互动的创造能力都不会过时。著名的手工玩具制造商Kathe Kruse认为只有双手才能尊崇和回溯内心。随着互联网和电子商务的发展，各大制造商都建立了自己的线上销售渠道。除全球最大的手工制品在线销售平台Etsy.com之外，著名电商亚马逊也开辟了自己的手工产品销售平台（Amazon Handmade）。此外，还有ArtFire、SuperMarket、DaWanda、Zibbet、Cargoh、iCraft Gifts、ShopHandmade等众多在线平台提供手工制造相关的产品，这些平台不仅为产品的制造商提供了销售平台与技术支持，还提供网络论坛和博客，卖家可以从其他人那里获取产品灵感，分享推广自己的产品。而电商平台Bonanza还为卖家提供了免费试用版本，ShopHandmade平台提供了“pay what you can”收费系统，卖家决定佣金，甚至可以不付费用发布产品。在我国，仍有很多从事手工艺品生产与销售的个体，为社会经济生活贡献自己的重要力量。同时，手工制造的产品具有文化因素的影响，对于保护和传承地方文化具有重要作用。维持手工制造业的良性健康发展，不仅关乎社会公平正义，同时对于中华传统文化的传承具有重要作用。现在关于不同产品制造方式的研究，对于手工制造的研究主要聚焦于采用访谈或调研的形式对某一地区或某一行业的手工制造情况进行深入分析，或以历史性回顾文献总结相关行业发展历史。采用相关的营销策略对某一手工行业进行分析，对全球化背景下手工产业所面临的压力以及未来的出路进行探索，试图为行业发展提供一定的实践指导，而且研究主要以质性分析的方式进行。此外关于手工制造对个体心理和行为的影响研究也在逐步开展，并获得了国外研究者的关注，但研究聚焦于手工制造对于个体记忆的影响或基于某一具体的情境（送礼物情境）对手工制造对个体的影响进行了分析。关于技术和机器制造的研究也在迅速兴起，研究关注技术的矛盾性以及技术进步给个体认知和情绪带来的压力以及消费者的应对策略，也有研究开始关注自动化对于个体身份确证行为的负面影响。现有关于不同制造方式对消费者产品偏好影响的文章较为分散，缺乏整合系统性的相关研究，缺少应用成熟理论对不同制造方式影响消费者购买决策心理机制进行探索的研究。因此，本文基于理论核心-理论调节边界-理论外延的思路构建了三个子研究，并通过12个不同的实验，采用半结构化访谈、系列实验和大数据建模的方式对不同制造方式影响消费者产品偏好的相关内容进行系统、全面的研究。首先，研究一通过系列实验的方式对制造方式影响产品偏好的主效应进行了探索验证，并对不同制造方式影响产品偏好的内在解释机制—努力启发式和感知独特性价值进行了检验。并围绕本研究的核心解释机制从个体层面和情境层面构建调节变量，对本研究理论机制的稳健性进行侧面验证。实验一通过操纵方式将产品的制造方式分别操控为手工（vs.机器 vs.无制造方式），并通过不同的刺激物验证了制造方式对产品偏好的主效应即：将产品以手工（vs. 机器 vs. 无制造信息）的方式呈现会获得消费者更高的偏好，机器制造和无制造信息组产品偏好无差异。实验二聚焦于手工制造和机器制造的本质区别—产品包含个体（生产者）努力的多少，从理论机制构建视角，验证了努力启发式和感知独特性价值在制造方式对产品偏好影响过程中的链式中介作用。实验三则从个体层面视角，检验了个体独特性需求差异的调节作用，研究结果发现对于高独特性需求的个体，会从手工制造的产品中获得更多的感知独特性价值，手工制造的积极效应会得到加强。此外，研究还从消费情境入手，检验了消费者在公开情境中会感知到更高的独特性价值，进而促进对手工产品的偏好（实验四）。其次，在研究二中本文从理论机制完善和理论边界探寻的角度，对产品类别在制造方式对产品偏好影响过程中的匹配机制进行了研究，并对其内部机制进行了探索验证。研究通过操纵中介的方式对理论机制的稳健性了进行了检验，并检验了感知价格在制造方式和产品类别匹配对产品偏好影响过程中的边界机制，最后研究采用大数据建模的方式对研究的主要结论进行了验证。实验一的研究结果证实对于享乐品消费者更希望其以手工的方式进行制造，对于功能品消费者更喜欢其以机器的方式制造。实验二则检验了感知产品差异（perceive product variance）在制造方式和产品类别匹配背后的理论机制。实验三通过操纵中介的方式对理论机制的稳健性进行了检验，研究结果发现在高感知产品差异组，无论功能还是享乐，消费者都偏好手工制造的产品；在低感知产品差异组，无论功能还是享乐，消费者都偏好机器制造的产品；控制组重复了之前实验二的结论。实验四检验了感知价格在制造方式对产品偏好影响过程中的边界机制作用，研究结果证实，在高感知价格组，无论功能还是享乐，消费者都偏好手工制造的产品；在低感知价格组，无论功能还是享乐，消费者都偏好机器制造的产品；在中间价格组，消费者偏好手工制造的享乐品和机器制造的功能品。实验五则依靠大数据建模的方式对本文实验一和实验四的结论进行了验证。最后，在本文的研究三中探索验证了真实性和文化兴趣在制造方式对产品偏好影响过程中的作用机制，研究从手工制造包含的文化因素入手，基于真实性相关理论构建模型。实验一的结果表明，在后现代消费者文化中，手工制造的产品相比机器制造更受消费者欢迎。实验二检验了真实性和文化兴趣的序列中介效应，并根据研究情境和研究需要将真实性划分为原真实、建构真实和自我真实3个维度，运用Process Mode和Amos结构建模的方式分别检验了它们在制造方式对产品偏好影响过程的作用。实验三对影响文化兴趣的重要因素—空间距离的调节作用进行了检验，研究结果证实消费者会对远空间距离的手工产品有更高的文化兴趣，进而提高产品偏好。本文基于详细的文献梳理和严密的实证检验，通过多方法融合的方式对制造方式影响消费者产品偏好的内在理论机制、调节变量和边界机制、理论外延进行了系统综合的分析与论证。不仅丰富了制造方式、启发式、产品类别、真实性和文化相关方面的理论研究，也为不同模式产品制造商和销售商以及营销人员提供了相应的理论指导和实践指导，并从国家政策层面如何保护手工业的稳定发展，保护传统文化，提高文化认同，构建文化传承的良好机制方面提供了对策建议，具有重要的理论和实践意义。
英文摘要：	Technology progress and the development of intelligent manufacturing accelerate innovation, improve productivity, and irreversibly transform the way the economy developing and the mode of production. More and more products are produced in the way of machine-made, machine-made has achieved precisely and scale production, machine-made has become the synonym for high quality and standardization. The machine-made method provides high-quality products with precise standard and is highly favored. However, in the era of machine-made, consumers are more nostalgic for handmade products, and many handmade products such as watches, bags, toys, jewelry, guitars, shoes and glasses have appeared, and their scale is still expanding. Etsy.com, the world’s largest online retail platform for handmade products, reported a 591 percent increase in revenue from 2012 to 2017; And the information of National Bureau of Statistics shows, in recent years the output value of domestic handicraft market has reached 556 billion yuan, and shows the trend of rapid growth. The BBC and the New York times also reported on the craft revolution and rapid growth of Etsy. In the operation situation and investment analysis report of China’s Folk handicraft market from 2016 to 2022, a positioning is made for handmade products: traditional handicraft art is the precipitation of a country’s national culture and wisdom. No matter which direction human civilization develops, the creative ability of hand and heart interaction will never go out of date. The philosophy of Kathe Kruse, a famous international maker of handmade toys and dolls, is that only the hand can make what goes back to the heart. With the development of the Internet and e-commerce, each major manufacture has established its own online sales channel. In addition to Etsy.com, the world’s largest online platform for handmade product, Amazon, a well-known e-commerce company, has also created its own Amazon Handmade products sales platform. In addition, there are ArtFire, SuperMarket, Dawanda, Zibbet, Cargoh, iCrafts, ShopHandmade, and many other online platform to provide handmade products, the platform not only provides sales platform for product manufacutres with technical support, also provide web BBS and blog, sellers can get product inspiration from other people, share or promote their products. The platform Bonanza also provides a free version for the seller, the ShopHandmade platform provides a “pay what you can” charging system, the seller determined the commission and can even release the product without paying. In China, there are still many individuals engaged in the production and sale of handicrafts, contributing their important forces to social and economical life. At the same time, handmade products are influenced by cultural factors and play an important role in protecting and inheriting local culture. Maintaining the healthy development of the handmade industry is not only about social fairness and justice, but also plays an important role in the inheritance of Chinese traditional culture. At present the research on the different production mode mainly focused on the in-depth analysis of the handmade manufacturing in a certain region or industry in the forms of interviews or survey, and summarizes the industry development history of handmade product by historic review of literature. Using relevant marketing strategies to conduct a relevant analysis of a certain handmade industry, analyze the pressure faced by the artisanal industry in the context of globalization, and try to provide some practical guidance and future outlet for the development of related industries, and the research is mainly conducted in the form of qualitative analysis. In addition, the research on the impact of handmade on individual psychology and behavior is gradually being carried out and has gained the attention of foreign researchers. However, the research focused on the influence of handmade on individual memory or the analysis of the influence of handmade on individuals based on a special situation (gift giving situation). Research on technology and machine-made has also been rapidly emerging recently, which focuses on the paradox of technology and the pressure brought by technological progress on individual cognition and emotion as well as the coping strategies of consumers. Some studies also begin to focus on the negative impact of automation on individual identity-based behavior. Existing research on the influence of different product mode on consumer product preference are scattered, and there is a lack of integrated and systematic research. By applying mature theories, the psychological mechanism of different production mode influencing consumers’ purchase decision is explored. Therefore, the study constructed three sub-studies base on the theoretical core-theoretical moderation boundary-theoretical extension and carried out a systematic and comprehensive study on the relevant contents affecting consumers’ product preference by different production mode through structured interviewed, series of experiment and big data modeling through 12 different experiments. Firstly, the first study of this paper explores and verifies the main effect of production mode on product preference through a series of experiment, and examines the internal explanatory mechanisms of different production mode on product preference-effort heuristic and perceived uniqueness value. Based on the core explanatory mechanism of this study, the moderators were constructed from individual level and the situation level to verify the robustness of the theoretical mechanism. In experiments 1, the production mode of the products were respectively controlled by handmade (vs. machine-made vs. no production cue), and the main effect of production mode on product preference was verified through different stimulus. The products made by hand (vs. machine vs. no production cue) get a better consumer preference and evaluation, and there is no significant different between product preference for machine-made and no production cue groups. Experiment 2 focuses on the essential difference between handmade and machine-made—how much the product contains the individual (producer) effort. From the perspective of theoretical mechanism construction, the serial mediating effect of effort heuristic and perceived uniqueness value in the process of production mode impacts product preference is verified. From the perspective of individual, the third experiment examines the moderating role of difference in individual uniqueness demands. The research results show that individuals with high uniqueness needs will obtain more perceived uniqueness value form handmade products, and the positive effect of handmade products will be strengthened. In addition, the study also examines the role of consumption situation, and tests that consumers will perceive a higher unique value in the public environment, thus promoting the preference for handmade products (experiment 4). Secondly, in the second study, from the perspective of theoretical mechanism perfection and theoretical boundary exploration, this study examines the matching effect of product cateorgy in the process of production mode influencing on product preference, and explore and verifies its internal mechanism. The robustness of the theoretical mechanism was test by means of manipulation of mediation, and the boundary condition of perceived price in the process of production mode and product category matching influencing product preference was tested. Finally, the main conclusions of the study were verified by means of big date modeling. The results of experiment 1 confirm that for hedonic products, consumer prefer products to be handmade (vs. machine-made); for utilitarian products, consumer prefer product to be machine-made (vs. handmade). Experiment 2 examines the theoretical mechanism of perceived product variance in the matching of production mode and product category. Experiment 3 testes the robustness of the theoretical mechanism of manipulating the mediation. The results showed that in the high perceived product variance group, consumer prefer handmade products regardless of utilitarian or hedonic; in the low perceived product variance group, consumers prefer machine-made products regardless of utilitarian or hedonic; the control group repeated the results of experiment 2. Experiment 4 examines the boundary condition of perceived price in the process of production mode influencing on product preference, the research results confirm that in the high perceived price group, consumer prefer handmade products regardless of utilitarian or hedonic; in the low perceived product price group, consumers prefer machine-made products regardless of utilitarian or hedonic; in the middle price group, consumer prefer handmade hedonic products and machine-made utilitarian products. Experiment 5 verifies the conclusion of experiment 1 and experiment 4 in this study by means of big data modeling. Finally, in the third study of this paper, we explore and verify the mechanism of authenticity and cultural interest in the process of production mode influencing on product preference. The research examined from the cultural factors in handmade product and builds model based on the theory of authenticity. The results of experiment 1 show that in post-modern consumer culture, handmade products are more popular with consumers than machine-made products. Experiment 2 examines the sequential mediating effect of authenticity and cultural interest and divides authenticity into three dimensions of original authenticity, constructive authenticity and self authenticity according research situation and research needs, Process Mode and Amos structure modeling were used to test the effect of their production mode on product preference. Experiment 3 tests the moderation role of spatial distance, an important factor affecting cultural interest, the research results confirm that consumer would have higher cultural interest in handmade product with a long spatial distance, thereby increasing product preference. Based on the detailed literature review and rigorous empirical test, this paper makes a comprehensive analysis and demonstration on the internal theoretical mechanism, moderation variable, boundary condition and theoretical extension of the influence of production mode on consumer product preference through the integration of multiple methods. Not only enrich the theoretical research on production mode, heuristics, product category, authenticity and cultural related aspects, but also provide corresponding theoretical and practical guidance for manufactures, sellers and marketing managers of different production mode, and from the level of national policy how to protect the stability of the handmade industry, the protection of traditional cultre, improvement of cultural identity, and building a good mechanism of cultural heritage this research provides related conuntermeasures and suggestions, which has import theoretical and practical significance.
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