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论文编号：	14135
作者编号：	1120170891
上传时间：	2023/6/14 10:18:13
中文题目：	消费者产品使用习惯的建立和改变 ——基于社交需求和自我觉察的研究
英文题目：	Building and Changing Consumer Products Using Habits: Research Based on Need for Social Affiliation and Self-Awareness
指导老师：	杜建刚
中文关键字：	产品使用习惯建立；产品使用习惯改变；社交需求；自我觉察
英文关键字：	building of product using habit ; changing of product using habit ; need for social affiliation; social surrogate
中文摘要：	产品的推广和销售是所有企业和商家都重视的问题，为此企业和商家会投入很大努力，例如采用精心设计的广告、吸引眼球的包装、精良的设计、优惠的价格或免费试用等多种手段吸引销售者购买产品。然而，购买并不是产品发挥效用的终点，产品购买后的命运如何，消费者是否开始使用产品，能否保持长期的使用以真正为消费者带去福祉等，却是经常被忽视的问题。产品使用是产品采纳的重要环节，在此环节中，消费者长期、重复与产品之间发生互动，习惯极有可能无意识侵入，从两个方面影响消费者与产品的互动行为：一方面，消费者由于难以建立习惯，对新接触到的产品难以适应和持续使用；另一方面，消费者一旦具备对某一产品的消费习惯，又难以改变。因此，为了实现消费者在产品购买之后与产品之间的良性互动，理解习惯如何在消费者产品使用过程发挥作用，以及其内部机制和影响因素对于企业至关重要。 在营销学界，大部分消费者行为研究仅停留在“有意识”层面，而对习惯等自动化地在“无意识”层面发挥作用的机制关注不足。虽然习惯在营销领域的文献中并不是一个新变量，特别是经常会出现在顾客重复购买行为、退货行为或顾客保留的相关研究中，但习惯通常仅被看作是一个解释变量，一般过于简化地用过去的行为频率来表征，而习惯本身的自动化、情境触发等关键特征往往被忽视，习惯对行为的深层次影响并没有得到真正挖掘。这在一定程度上妨碍了学界对习惯直接引发的自动化行为反应进行深入探究。 企业面临的挑战和学界的研究现状，促使本研究立足“购后”视角，探讨消费者产品使用行为中的习惯问题。社交需求和自我觉察是消费者重要的个体特质和状态变量，本研究选取二者为切入点，分别探究其对消费者产品使用习惯建立和改变的影响及作用机制。 具体来说，以消费者产品使用习惯作为研究对象，本文首先引入认知心理学和社会心理学中习惯的相关理论基础，对习惯的概念框架、对行为的影响机制等进行理论梳理，并结合消费者产品使用行为特征，提出了习惯对消费者产品行为的影响框架。进一步基于现象观察和理论梳理，在消费者个体特质和状态变量中着重选取消费者的社交需求和自我觉察两方面，探讨其对产品使用习惯建立和改变的影响及其内在机制。 社交需求是人类最基本的原始需求之一。当个体发现自身的社会联系受到威胁，会试图将社会联系恢复到先前的水平。如果这时社会联系不能在真实的社会交往中获得，个体会试图寻找社交替代，即缓冲社交联系缺失所带来不适感的替代物。根据现有文献，我们发现，社交替代在形态和属性特征上与习惯相吻合，由此推断并提出假设，习惯可能可以充当社交替代。在消费者产品使用过程中，高社交需求的消费者可能由于寻求社交替代，更容易形成产品使用习惯。 针对社交需求对消费者产品使用习惯形成的影响，本文通过五个子研究对假设关系进行验证，研究方法上涉及问卷调查法、纵向田野实验法和实验室实验法等。具体来说，研究一采用问卷调查的方式广泛调查了消费者对不同类型耐用产品的使用情况及使用习惯强度，并将社会归属需求作为个体特质变量进行测量，分析了社会归属需求对产品使用习惯的影响，初步验证了假设。研究二是一个为期五周的纵向田野实验，在真实的产品使用情境中，观察消费者对一种消耗品（漱口水）的使用情况，并测量参与者的社会归属需求和形成的产品使用习惯的强度，验证二者之间的关系。研究三是实验室实验，首先，用掷球游戏操控参与者的社会归属需求；其次，在此基础上，借鉴健康心理学领域的研究方法及对习惯测量的IAT方法，本研究借助计算机程序训练了参与者对产品（酸奶）的模拟消费习惯；最后，在训练完成之后，通过完成任务的反应时，测量了训练后的习惯强度。研究四通过对产品（漱口水）使用情况的调查，直接测量社会归属需求以及习惯带来的稳定感和愉悦感，验证了社交替代效应的内部机制。研究五也是为期五周的纵向田野实验，在该实验中，通过对另一种类型的社交替代（产品拟人化）的操控来进一步验证社交替代效应的内部机制。本文发现，社会归属感需求较高的消费者有更强的产品使用习惯，以及这一效应的内在机制是习惯充当了社交替代。 社交需求对消费者产品使用习惯建立的影响研究的理论贡献体现在如下几个方面：第一，本文发现人类基本需求之一的社交需求的缺失会影响其习惯行为的发展，将研究情境延伸到个体状态对习惯建立的影响，扩展了习惯研究的理论框架；第二，本文发现，习惯这种抽象的行为机制由于其满足社交替代的共同特征属性，也可以发挥社交替代的角色，作为人际社交联系的补充，拓展了现有社交替代的研究成果；第三，本文扩展了消费者重复行为模式的理论解释，本文的研究结论在现有研究的基础上发现，孤独感或者社会联系的缺失不仅经由意图作用于消费者的重复性消费行为，也会经由习惯在无意识层面影响消费者的重复性行为；第四，本文扩展了消费者社交需求不能得到满足的应对策略研究。当个体社交需求不能得到满足时，主要有两类应对策略：填补和缓冲，其中研究较多的是填补策略，而本文研究的社交替代的作用机制是缓冲社交归属需求不能得到满足所带来的不适感，习惯虽然本质上并不能切实填补社交归属需求的缺失，但却能带来愉悦、稳定等感受，缓解社交需求不能满足所引发的不适感，也有利于个体重新建立新的社会联系。 自我觉察是个体自我认知的核心，个体是否能将注意力投向自我可能在个人、社会和文化层面具有重要意义。自我觉察指个体注意到自身的意识、身体、个人历史以及自身其他方面的状态，表现为个体能够有意识地察觉自身内在状态以及与他人关系的程度。基于自我觉察的现有研究，当个体将注意力更多地投向自身时，对自身态度的认识可能会更为清晰，由此本文推测并提出假设自我觉察可能在有意识层面的态度和无意识层面的习惯的博弈中发挥调节的作用，对消费者自我觉察的调动可能有利于习惯性行为的改变。 针对自我觉察对消费者产品使用习惯改变的影响，本文通过四个子研究对假设关系进行验证，在研究方法上同样综合运用了问卷调查法、田野实验法和实验室实验法等方法。具体来说，在研究六中，我们借鉴以往研究中在实验室中短期培养参与者习惯的方法，训练参与者具备接受某饼干的习惯，并随后记录参与者在不同的自我觉察水平下消费该种饼干的量，结果发现，高自我觉察会使参与者对饼干（具备消费习惯的产品）的消费量降低，初步验证了假设，即自我觉察有利于消费者产品使用习惯的改变。在研究七中，我们利用参与者自身具备的习惯，招募有跑步习惯的参与者参与研究，在操控不同的自我觉察水平，测试了参与者在词汇决策任务中的内隐线索-反应联结强度。结果证实，高水平自我觉察会削弱习惯的内隐线索-反应联结强度，从微观心理实验的层面进一步验证了假设。在研究八中，我们首先训练参与者建立接受某种品牌咖啡的习惯，并在试喝任务中记录了参与者在不同的自我觉察水平下所喝的具备习惯的品牌咖啡与竞争品牌咖啡的量，结果发现，在高自我觉察的条件下，习惯对行为的预测能力减弱，而意图对行为的预测增强。最后，研究九是在真实的电影院中进行的田野实验。在这项研究中，我们参考前人的研究，利用城市大众消费者普遍具备的在电影院看电影时消费爆米花的自然习惯，并操纵了参与者的自我觉察水平和爆米花的新鲜程度（以此方式间接操控了参与者对产品的消费意愿），记录了参与者在观影过程中消费的爆米花的量。结果发现，在高自我觉察条件下，参与者对不新鲜的爆米花的消费量显著低于对新鲜爆米花的消费量，即在高自我觉察下，消费者的消费意愿相较习惯更能预测产品消费行为。 自我觉察对消费者产品使用习惯改变的影响研究的理论贡献体现在如下几个方面：第一，本研究丰富了习惯改变领域的相关理论。在习惯改变领域，习惯不连续假设（habit discontinuity hypotheses）下的现有研究大多关注外部情境线索对习惯改变的影响。但实际上，情境线索不仅包括外部因素，也应该包括内部因素。本研究借鉴自我觉察的相关理论，探索了内部情境线索中自我觉察这一因素对习惯改变的促进作用，扩展了习惯不连续假设下，自动化系统向深思熟虑系统转变的调节因素。第二，本研究丰富了消费者自我觉察领域的现有理论。目前，消费者自我觉察的研究较为丰富，包括自我觉察对消费者多样化寻求、满意度、产品评价、口碑、基于情绪的消费决策等诸多方面，以上这些研究多从归因、自我呈现、行为与态度的关系等视角入手，考察自我觉察在消费者“有意识”层面的作用，据我们目前的文献追溯，尚未有研究考察自我觉察对消费者“无意识”层面自动化行为的影响，本研究填补了这一理论分支的空白。第三，本研究丰富了新产品抵抗领域的现有理论。本研究弥补了现有文献对消费者被动抵御新产品关注不足的现状。现有文献大多将消费者选择新产品的决策视为理性的主动选择过程，而忽略了无意识的被动决策过程。本研究验证了自我觉察对由习惯引起的新产品被动抵抗的抑制作用。
英文摘要：	The effective promotion and sale of products are critical issues for businesses, and significant effort is put into it by employing various strategies such as elaborate advertisements, eye-catching packaging, good design, preferential pricing, or free trials. However, the fate of a product after purchase, whether a consumer starts to use the product, and if it can be used for an extended period, to truly bring benefits to the consumer, are issues that are often overlooked. The use of a product is a vital aspect of its adoption, where consumers interact with the product repeatedly over time, and habits may intrude unconsciously, affecting consumer behavior in two ways. Firstly, it is difficult for consumers to adapt to and continue using a newly introduced product as it is challenging to establish habits. Secondly, once consumers have developed a habit of consuming a product, it becomes challenging to change. Therefore, it is crucial for companies to understand how habits play a role in the product use process and their internal mechanisms and influencing factors to achieve a positive interaction between consumers and products after product purchase. In the field of marketing research, most studies on consumer behavior have focused on the “conscious” level, with limited attention given to the mechanisms by which habits work automatically at the “unconscious” level. Although habit is not a new variable in the marketing literature, it is often seen as an explanatory variable characterized by the frequency of past behavior, while the key features of habit itself, such as automation and contextual triggers, are often overlooked, and the deeper impact of habit on behavior is not thoroughly explored. The challenges faced by companies and the current state of research in academia have led to the exploration of the issue of habits in consumers’ product use behavior from a “post-purchase” perspective. This thesis focuses on two aspects of consumers’ need for social affiliation and self-awareness as individual traits and state variables to investigate their influence on the building and changing of product usage habits and their internal mechanisms. Need for social affiliation is one of the most basic primitive needs of human beings, and when individuals find their social connections threatened, they will try to restore them to their previous level. If social connection cannot be obtained in real social interactions, individuals will try to find social surrogates that buffer the discomfort caused by the absence of social connection. Based on the existing literature, we find that social surrogate matches habit in morphological and attribute characteristics, which leads to the inference and hypothesis that habit may serve as a social substitute. In the process of consumer product use, consumers with high need for social affiliation may be more likely to form product use habits due to seeking social surrogate. To test the hypothesized relationship of social demand on the formation of consumer product use habits, this paper uses five sub-studies, involving questionnaire surveys, longitudinal field experiments and laboratory experiments. Specifically, Study 1 used a questionnaire survey to extensively investigate consumers’ use of different types of durable products and the intensity of their use habits, and measured the need for social affiliation as an individual trait variable to analyze the effect of social affiliation needs on product use habits and initially test the hypothesis. Study 2 was a five-week longitudinal field experiment in which consumers’ use of a consumable product (mouthwash) was observed in a real product use context, and the strength of participants’ social attribution needs and formed product use habits were measured to verify the relationship between the two. Study 3 was a laboratory experiment in which, first, the participants’ social belonging needs were manipulated using a ball-tossing game; second, based on this, and drawing on research methods from the field of health psychology and the IAT approach to habit measurement, this study trained participants in simulated consumption habits of the product (yogurt) with the help of a computer program; finally, after the training was completed, the trained habits were measured by completing the task in response time intensity. Study four validated the internal mechanism of the social substitution effect by directly measuring the need for social affiliation and the sense of stability and pleasure associated with the habit through an investigation of the use of the product (mouthwash). Study five was also a five-week longitudinal field experiment in which the internal mechanisms of the social substitution effect were further validated by manipulating another type of social substitution (product anthropomorphism). This paper finds that consumers with a higher need for social belonging have stronger product use habits, as well as that the mechanism underlying this effect is that the habit acts as a social substitute. The theoretical contributions of the study of the effect of social needs on the establishment of consumers’ product use habits are reflected in the following aspects: first, this paper finds that the absence of social needs, one of the basic human needs, affects the development of their habitual behavior, extending the research context to the effect of individual states on habit establishment and extending the theoretical framework of habit research; second, this paper finds that the abstract behavioral mechanism of habit, due to its satisfying Third, this paper extends the theoretical explanation of consumers’ repetitive behavior patterns. The findings of this paper build on existing research and find that loneliness or lack of social connection not only acts on consumers’ repetitive consumption behavior through intentions, but also Fourth, the paper extends the study of coping strategies when consumers’ social needs are not met. When an individual’s social needs are not satisfied, there are two types of coping strategies: filling and buffering, of which the most studied is the filling strategy, while the mechanism of social substitution studied in this paper is to buffer the discomfort caused by the unfulfilled social belonging needs. It also helps individuals to re-establish new social connections. Self-awareness is central to an individual’s self-perception, and the individual’s ability to direct attention to the self may be significant at the individual, social, and cultural levels. Self-awareness refers to the extent to which individuals are aware of their consciousness, their bodies, their personal histories, and other aspects of themselves, and is expressed as the extent to which individuals are consciously aware of their internal states and their relationships with others. Based on existing research on self-awareness, it is hypothesized that self-awareness may play a moderating role in the game between conscious attitudes and unconscious habits, and that the arousing of self-awareness may facilitate changes in habitual behavior. The hypothesized relationship was tested through four sub-studies on the effect of self-awareness on the change of consumers’ product use habits, using the same combination of questionnaire, longitudinal field experiment, and laboratory experiment methods. Specifically, in Study 6, we borrowed from previous studies in which participants were trained to have the habit of receiving a certain kind of cookie in the laboratory for a short period of time, and subsequently recorded the amount of that kind of cookie consumed by participants at different levels of self-awareness, and found that high self-awareness led to lower consumption of cookies (a product with consumption habits), tentatively testing the hypothesis that self-awareness facilitates changes in consumer product use habits. In Study 7, we used participants’ own habits, recruited participants with running habits to participate in the study, and tested the strength of participants’ implicit cue-response associations in a lexical decision-making task while manipulating different levels of self-awareness. The results confirmed that high levels of self-awareness weakened the strength of the implicit cue-response association for habituation, further validating the hypothesis at the level of a micro-psychological experiment. In Study 8, we first trained participants to establish the habit of receiving a certain brand of coffee and recorded the amount of coffee with the habitual brand versus the competing brand that participants drank at different levels of self-awareness in a tasting task, and found that the predictive power of habit on behavior was diminished and the prediction of intention on behavior was enhanced in the high self-awareness condition. Finally, Study 9 was a field experiment conducted in a real movie theater. In this study, we took reference from previous studies and recorded the amount of popcorn consumed by participants during movie viewing, using the natural habit of consuming popcorn at the movie theater that urban mass consumers generally possess, and manipulating participants’ level of self-awareness and the freshness of the popcorn (thus indirectly manipulating participants’ intention to consume the product). It was found that participants’ consumption of stale popcorn was significantly lower than their consumption of fresh popcorn in the high self-awareness condition, i.e., consumer intention to consume was a better predictor of product consumption behavior than habit in the high self-awareness condition. The theoretical contributions of the study on the effect of self-awareness on consumers’ product use habit change are reflected in the following aspects: first, this study enriches theories related to the field of habit change. In the field of habit change, most of the existing studies under the habit discontinuity hypotheses have focused on the influence of external contextual cues on habit change. However, in fact, contextual cues should include not only external factors but also internal factors. This study explores the role of self-awareness as a factor in internal contextual cues to facilitate habit change, drawing on theories related to self-awareness, and expands the moderating factors of the shift from an automated system to a deliberate system under the habit discontinuity hypothesis. Second, this study enriches the existing theories in the field of consumer self-awareness. Currently, there is a rich body of research on consumer self-awareness, including its effects on diversity seeking, satisfaction, product evaluation, word-of-mouth, and emotion-based consumer decisions. According to our current literature, no study has examined the effect of self-awareness on consumers’ "unconscious" automated behaviors, and this study fills the gap in this branch of theory. Third, this study enriches the existing theories in the field of new product resistance. This study remedies the lack of attention to consumers’ passive resistance to new products in the existing literature. Most of the existing literature treats consumers’ decision to choose new products as a rational active choice process, while ignoring the unconscious passive decision process. The present study verifies the inhibitory effect of self-awareness on habit-induced passive resistance to new products.
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