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论文编号：	14078
作者编号：	1120180947
上传时间：	2023/6/8 20:26:03
中文题目：	疾病传染线索对消费者炫耀性产品偏好的影响研究
英文题目：	The Impact of Disease Contagious Cues on Consumers’ Preference for Conspicuous Product
指导老师：	李东进
中文关键字：	疾病传染线索；炫耀性产品；社交回避；自我建构；消费场合
英文关键字：	disease contagious cues; conspicuous products; social avoidance; self-constual; consume contexts
中文摘要：	消费者在日常生活中常会接触到很多和疾病传染相关的线索，如COVID-19的传播、阅读和流行性疾病传播相关的报道、拥挤的环境、产品的清洁程度等。疾病传染线索指暴露或接触和疾病传染相关的信息，从而引发个体对自己可能被传染的担忧。疾病规避动机是影响个体情绪、社会认知、社会互动、消费行为等的重要动机，近年来，在COVID-19的传播背景下，学者们开始重视消费者应对疾病传染的心理和行为，大量研究探究了消费者暴露在疾病传染线索下的反应、决策和偏好等，这些研究成果为疾病传染线索如何影响消费行为提供了初步的理论支撑，但还需更多研究以明晰消费者在疾病规避心理下的深层动机和认知反应。 社会互动是影响疾病传染风险的重要因素，当环境中的疾病传染线索显著时，消费者对传染的担忧会影响其情绪和认知等，并在人际环境和消费环境中触发相关的反应，如消费者更不愿意选择二手产品和拟人化产品等。消费者的社会互动行为除了外在层面外，也包括内在层面，如消费者希望在他人面前展现怎样的形象等。炫耀性产品是消费者传递个人形象、建立社会交往等的重要途径，然而现有研究尚未关注疾病传染线索对炫耀性产品的影响。基于此，本文将探究疾病传染线索对消费者炫耀性产品偏好的影响，以及这一影响过程的内在机制和边界条件。 在疾病传染线索显著的情境下，社会互动会提升个体感知到的传染风险， 因此，疾病规避心理激活的行为免疫系统会促使消费者避免不必要的社会互动，从而产生社交回避倾向。炫耀性产品可以吸引他人注意力以及满足消费者的社会需求，当消费者产生社交回避倾向时，会降低对炫耀性产品的偏好。由此疾病传染线索会降低消费者对炫耀性产品的偏好，社交回避在这一过程中起中介作用。本文还探究了消费者自我建构、消费场合和疾病干预的调节作用。 本文通过研究一验证了疾病传染线索对炫耀性产品偏好的直接效应。研究一包括研究1A和研究1B两个子研究，研究1A通过COVID-19的传播情况来探究其对消费者炫耀性消费倾向的影响，研究结果表明，当消费者感知疾病传染情况更严重时，会降低炫耀性消费倾向。研究1B通过操纵疾病传染线索发现，相较其他疾病组和中性控制组，疾病传染线索使得消费者降低对炫耀性产品的偏好（选择品牌标志更小的产品）。研究二通过两个子研究验证了社交回避的中介作用，研究2A的结果发现，相较死亡威胁组，疾病传染线索组的个体的社交回避倾向更高，从而偏好品牌标志更小的产品。研究2B通过2（疾病传染线索：疾病传染线索组vs.控制组）X2（产品类型：炫耀性产品vs.非炫耀性产品）的组间设计，进一步表明，在炫耀性产品的选择情境下，疾病传染线索促进了消费者的社交回避倾向，从而降低了消费者的产品购买意愿，而在非炫耀性产品的选择情境下，疾病传染线索对消费者的产品购买意愿无显著影响。此外，研究1B和研究2A通对控制组的设置，进一步表明，疾病传染线索对炫耀性产品的影响是基于疾病传染下的特殊心理，而非是由对疾病的担忧和威胁的普遍反应所造成。 研究三验证了自我建构的调节作用，研究结果表明，对于独立型自我建构的消费者，疾病传染线索降低了其对炫耀性产品的购买意愿，而对于互依型自我建构的消费者，疾病传染线索对消费者炫耀性产品的购买意愿的影响无显著差异。研究还发现，不同的自我建构水平也影响着消费者对炫耀性产品的偏好，消费者的独立型自我建构水平越高，消费者对炫耀性产品的偏好就越低，消费者的互依型自我水平越高，就越会削弱疾病传染线索对炫耀性产品偏好的影响。研究四验证了消费场合的调节作用，当消费场合为公众场合时，疾病传染线索（vs.控制组）降低了消费者对炫耀性产品的偏好，而当消费场合为私下时，疾病传染线索（vs.控制组）对炫耀性产品的消费意愿没有显著影响。研究五验证了疾病干预的调节作用，研究结果表明，当没有疾病干预措施时，疾病传染线索会降低消费者的社交回避倾向，从而降低对炫耀性产品的偏好，而当增加疾病干预措施时，疾病传染线索对炫耀性产品偏好的影响无显著差异。 综上，本文探究了疾病传染线索对消费者炫耀性产品偏好的影响并揭示了其内在影响机制，同时明确了疾病传染线索对炫耀性产品偏好起作用的边界条件。本研究的研究结论在理论层面有助于拓展疾病传染线索对消费者认知和行为的影响，也有助于更全面地了解威胁应对视角下的炫耀性消费行为。在实践层面，本文的研究结论有助于基于消费者的疾病规避心理方面来制定相关的产品推广策略，同时了解炫耀性产品发挥作用的边界作用。此外，也为公共管理部门在制定疾病防御策略上提供有效参考。
英文摘要：	Consumers are often exposed to many cues related to disease contagious in their daily lives, such as the spread of the epidemic disease COVID-19, reading reports related to epidemic disease transmission, social crowed, product cleanliness. Disease contagious cues refer to exposure or touch to information related to disease transmission, which triggers individuals’ concerns that they may be infected. Disease avoidance motivation significantly affects individuals’ emotions, social cognition, social interaction, consumption behavior, etc, in the context of COVID-19 transmission, many scholars have begun to attach importance to consumers’ psychology and behavior in responding to disease transmission. A large number of studies focused on consumers’ responses, decisions, and preferences when exposed to disease infection cues. Although these studies provide preliminary theoretical support, more related research is needed to better clarify the deep motivation and cognitive response of consumers under the psychology of disease avoidance. Social interaction is an important factor affecting the risk of disease transmission. When there are significant clues of disease transmission in the environment, consumers’ concerns about infection can affect their emotions and cognition, and trigger related reactions in the interpersonal and consumption environment, such as consumers being less willing to choose second hand products and anthropomorphic products. The social interaction behavior of consumers includes not only external aspects, but also internal aspects, such as what kind of image consumers want to display in front of others. Proud products are an important way for consumers to convey their personal image and establish social interactions. Conspicuous products are an important way for consumers to express their self-image and socially interact with others. However, the existing research is not yet clear how the disease contagious cues will affect consumers' conspicuous product preferences. This paper aims at handling this question and exploring the corresponding intrinsic, influence mechanism and boundary condition. In situations where there are significant disease contagious cues, social interaction can enhance individuals’ perceived risk of transmission. Therefore, the behavioral immune system activated by disease avoidance motivation can encourage consumers to avoid unnecessary social interactions, leading to social avoidance tendencies. Conspicuous products can attract others’ attention and meet consumers’ social needs. When consumers develop a social avoidance tendency, it will reduce their preference for conspicuous products. Therefore, disease contagion cues reduce consumers’ preference for conspicuous products, and social avoidance plays a mediating role in this process. The paper also explores the moderating effects of consumer self-construal, consumption occasion, and disease intervention. Therefore, this paper suggests that social avoidance plays a mediating role in the influence of disease infection cues on conspicuous product preference. Study 1(including Study 1A and Study 1B), examined the main effect of disease contagion cues on conspicuous products preference. They found that disease contagion cues promoted consumers to reduce their preference for conspicuous products compared to groups without these cues, compared to other disease groups and neutral control groups. Study 2 examined the mediating effect of social avoidance. It was found that compared to death threat group, individuals in the disease contagion cues group had higher social avoidance and lower preference for products with more prominent brand logos (study 2A). In study 2B, participants were randomly assigned to 2(disease contagion cues: disease contagion cues vs. control groups) by 2 (product type: conspicuous products vs. non-conspicuous products) between-subject experiment, and found that in the context of conspicuous products selection, disease contagion cues promote consumers’ social avoidance tendencies, thereby reducing their willingness to purchase products. However, in the context of non conspicuous product selection, disease contagion cues have no significant impact on consumers’ willingness to purchase products. Alternative explanations of sense of control and perceived uncertainty are also ruled out. This paper also explores the boundary effects of self-construl and consumption visibility. Specifically, for independent self-construcl consumers, disease contagious cues reduce their consumption intention of conspicuous products, while for interdependent self-constructed consumers, there is no significant difference in the impact of disease contagious cues on consumers’ purchase intention of conspicuous products (study 3). When consumption context is public , disease contagious cues reduce consumers’ preference for conspicuous products, while when consumption context is private, disease contagious cues have no significant effect on consumers' purchase intention for conspicuous products (study 4). In addition, the moderating effect of disease interventions was also explored. When no disease interventions were available, disease contagious cues reduced consumers’ preference for conspicuous products, while when disease interventions were added, there was no significant difference in the impact of disease contagious cues on conspicuous products (Study 5). In this paper, we investigate the effect of disease contagious cues on conspicuous products preference and reveal the underlying mechanism. At the same time, we clarify the boundary conditions for the effect of disease contagious cues on conspicuous product preference. The conclusion of this study is helpful to expand the research on consumption behavior under threat from a theoretical level, expand the impact of disease contagious clue, an environmental threat, on consumption behavior, and provide support for a more comprehensive understanding of conspicuous consumption behavior from the perspective of threat response. At the practical level, the conclusion of this research helps to develop relevant product promotion strategies based on consumers’ disease avoidance psychology, while also understanding the boundary effects of ostentatious products. In addition, it also provides effective reference for public management departments in formulating disease prevention strategies.
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