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论文编号：	12604
作者编号：	1120160819
上传时间：	2021/6/16 17:08:39
中文题目：	消费者线上个人信息披露对购买意愿的影响研究： 基于交易型-关系型导向的中介作用
英文题目：	The Effect of Consumer Online Personal Information Disclosure on Purchase Intention: The Role of Transactional-Relational Orientation
指导老师：	杜建刚
中文关键字：	消费者线上个人信息披露；交易型-关系型导向；信息问询方式；说服购买方式
英文关键字：	Consumer Online Personal Information Disclosure； Transactional-Relational Orientation； Information Request；Persuasive Appeals
中文摘要：	在信息时代中，数据技术的快速发展使得消费者数据被广泛应用于企业营 销中。企业对消费者信息产生了巨大的需求，因为消费者信息可以帮助企业形 成更加有效的营销策略。企业通过使用消费者信息，每年可以创造 1560 亿美元 的销售额。本文聚焦于对消费者线上个人信息披露可以导致的后置购买心理与 态度进行研究。同时，企业与营销人员不可避免地要说服消费者进行个人信息 披露与购买，说服也是他们的责任之一。基于此，本文从线上消费者个人信息 披露影响的购买意愿研究出发，通过八个实验，共 2470 名被试与 607 位真实消 费者的数据纳入研究，探讨线上个人信息披露水平与企业采取的说服方式如何 交互影响消费者购买意愿。具体研究成果如下： 在消费者个人信息披露研究领域中，可以将说服方式分为两个阶段进行研 究。首先，在企业问询消费者信息时，采取不同信息问询方式，对消费者购买 决策的影响可能不同。本文针对互惠（vs.非互惠）与强势（vs.非强势）两种信 息问询方式进行了研究。具体而言，实验一验证了消费者个人信息披露与互惠 （vs.非互惠）信息问询方式对购买意愿的交互作用，以及交易型-关系型导向的 中介作用。当消费者愿意披露较高水平的个人信息时，与企业采取的互惠（vs. 非互惠）信息问询方式向匹配，进而形成关系型导向，可以更大地提高消费者 购买意愿。当消费者只愿意披露较低水平的个人信息时，与非互惠（vs.互惠） 信息问询方式相匹配，进而形成交易型导向，可以更大地提高消费者购买意愿。 实验二验证了，消费者个人信息披露与强势（vs.非强势）信息问询方式对购买 意愿的交互作用，以及交易型-关系型导向的中介作用。具体为，当消费者愿意 披露较多的个人信息，与企业采取的非强势（vs.强势）信息问询方式相匹配， 进而形成关系型导向，可以更大地提高消费者购买意愿。然而，当消费者只愿 意披露较少的个人信息，强势与非强势信息问询方式均不能显著提高购买意愿。 其次，在说服购买阶段时，本文针对强势（vs.非强势）说服购买方式，进 一步探讨消费者个人信息披露与强势（vs.非强势）说服方式对购买意愿的交互 影响作用。当消费者披露较低水平的个人信息时，强势（vs.非强势）广告可以 更大地影响购买意愿；当消费者披露较高水平个人信息时，强势与非强势广告 对购买意愿的影响作用相似。由于在说服购买阶段，消费者个人信息披露行为已经完成，因此，实验三 a 通过让被试自我披露个人信息与实验三 b 通过实验操 控两种方法分别对个人信息水平与说服购买方式进行了交互效应检验。进一步 地，本文通过实验四检验了交易型-关系型的中介作用。 最后，为了完善与丰富消费者个人信息披露与强势（vs.非强势）说服购买 方式对购买意愿交互作用研究，本文通过不同导向类型与购买类型探究了上述 交互效应的边界条件。具体为，实验五通过操控交易型-关系型导向，检验了其 边界调节作用，即当消费者是交易型导向的，如果他们披露较低水平个人信息， 强势（vs.非强势）说服购买方式对购买意愿的影响更大，如果消费者披露较高 水平个人信息，强势与非强势说服购买方式对购买意愿的影响没有差异，重复 了上述的交互效应模式；当消费者处于关系型导向时，不论消费者披露个人信 息的水平高或低，强势与非强势说服购买方式对购买意愿的影响相同，上述交 互效应模式消失。实验六通过操控物质型-体验型购买，检验了购买类型的边界 调节作用。实验六的结果表明：在物质型购买过程中，个人信息披露与强势-非 强势广告说服方式交互效应的结果与上文一致；然而，在体验型购买过程中， 无论消费者披露个人信息的高（vs.低）水平，强势与非强势对购买意愿的效果 相同。另外，为了加强本文研究的可靠性，通过与企业合作，在自然实验七中， 通过真实企业采取的强势-非强势广告与真实消费者个人信息披露进一步验证交 互效应与边界效应，增强了外部效度。实验七的结果与实验六一致。 总结来看，本文采用实验方法在消费者个人信息披露研究领域探讨了其在 信息问询阶段与说服购买阶段的商业说服方式对购买意愿的交互作用。在信息 问询阶段，本文研究了消费者个人信息披露与信息问询方式对购买意愿的交互 影响、交易型-关系型导向的中介作用。在说服购买阶段，研究了消费者个人信 息披露与说服购买方式对购买意愿的交互作用、交易型-关系型导向的中介作用、 导向类型与购买类型的边界调节作用。最后，本文为提高消费者个人信息披露 对购买意愿正面影响提供了新视角，为企业提供了重要且实用的实践意义。
英文摘要：	The widespread use of consumer data in marketing has created an immense demand for consumers’ personal information, as it can potentially help formulate marketing strategies. Due to the use of consumer data, merchants get an estimated $156 billion increase in sales annually. This paper focuses on the research of the effect of consumer online personal information disclosure on purchase intention. At the same time, companies and marketers inevitably have to persuade consumers to disclose and purchase personal information, and persuasion is also one of their responsibilities. Upon this, the interaction effect of consumers’ online personal information disclosure and persuasive appeals on purchase intention is researched through eight experiments, including 2470 participants and 607 real customers. Extending these streams of research, this paper focuses on two stages, i.e., information request stage and selling stage respectively. In the information request stage, it examines by experiment 1 that consumer who are willing to disclose low level of personal information, rationale (vs. reciprocity) information request will conduct higher purchase intention; when consumer who are willing to disclose high level of personal information, reciprocity (vs. rationale) information request will conduct higher purchase intention, and this effect is mediated by transactional-relational orientation. Experiment 2 exmaines that consumer who are willing to disclose low level of personal information, assertive (vs. nonassertive) information request will conduct same purchase intention; when consumer who are willing to disclose high level of personal information, nonassertive (vs. assertive) information request will conduct higher purchase intention, and this effect is mediated by transactional-relational orientation. For selling stage, this paper use experiment 3a and 3b to examine that consumers with low personal information disclosure tend to prefer assertive (vs, nonassertive) appeals, whereas those with high personal information have equal preference for both assertive and nonassertive appeals. This is mainly because low self-disclosure activates consumers’ transactional orientation, and high self-disclosure activates consumers’ relational orientation and examined by experiment 4. Based on our transactional-relational orientation logic, we further demonstrate that contextual and product-related factors (e.g., relational vs. transactional orientation; material vs. experiential purchase) moderate the influence of personal information disclosure on consumer response to assertive and nonassertive appeals. Experiment 5 examines the boundary condition by manipulating transactional-relational orientation. That is to say, when consumers are transaction-oriented, if they disclose low-level personal information, assertive (vs. nonassertive) appeals have a greater impact on purchase intention; if consumers disclose higher levels of personal information, there is no difference between assertive and nonassertive appeals to affect purchase intention. However, when consumers are in a relation-oriented orientation, regardless of whether the level of consumer disclosure of personal information is high or low, assertive and nonassertive appeals have the same impact on purchase intention, and the aforementioned interaction effect pattern disappears. Similarly, Experiment 5 examines the boundary condition of purchase type. The effect of material purchase is similar to transaction-oriented salient, whereas the effect of experiential purchase is similar to relation-oriented salient effect. Furthermore, this paper uses field experiment to verify the external vadility by experiment 7. Through real-life advertisements, products and customers, experiment 7 replicates the findings of experiment 6. In summary, this parper explores the interaction effects of consumers’ online personal information disclosure and different persuasive appeals on purchase intention both in information requesting stage and selling stage. In the stage of information requesting, it verifies the interaction effects of personal information disclosure and 1) reciprocity (vs. rationale), 2) assertive (vs. nonassertive) information request techniques on purchase intention, and the mediation of transactional-relational orientation. In the stage of selling, it verifies the interaction effect of consumers’ personal information disclosure and assertive (vs. nonassertive) selling techniques on purchase intention, and mediation of transactional-relaitonal orientation, boundary condition of purchase type and transactional-relaitonal orientation. This paper provides a new perspective for understanding the effect of consumers’ online personal information disclosure on purchase intention, and provides important and practical meanings for companies.
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