线上零售环境中两类替代性触摸的“双刃剑”效应预测及路径阐释

The Prediction of the Double-Edged Sword Effect and Mechanism of Two Types of Vicarious Touch in Online Retail Environment

线上零售环境中的替代性触摸是指消费者在线上零售环境中看到他人或他手对产品进行实际的物理接触而引发的他人代替自己触摸的感受。线上零售环境中的替代性触摸非常普遍,但近期才受到学术界关注。为数不多的研究发现,线上零售环境中的替代性触摸对消费者的产品态度会产生正向影响。本篇综述旨在对线上零售环境中的替代性触摸的研究进行梳理、延展、机制阐释和展望。基于已有的替代性触摸文献,本文认为线上零售环境中的替代性触摸会对消费者的产品态度和购买行为产生“双刃剑”作用,这种“双刃剑”作用既适用于仅出现他手的替代性触摸,也适用于出现他人的替代性触摸。本文通过刻板印象内容模型对线上零售环境中仅出现他手的替代性触摸为何会产生双刃剑效应,以及双刃剑效应中的正向效应和负向效应的各自成立情形进行了机制阐释。同时,通过社会距离理论对线上零售环境中出现他人的替代性触摸为何会产生双刃剑效应,以及两类效应的各自成立情形也进行了机制阐释。本文在理论层面推进了触觉营销中产品触摸这股研究分支,在实践层面对当前盛行的线上替代性触摸营销实践提供了启示和建议。

The vicarious touch in online retail environment refers to the feeling aroused by watching other people or their hands physically touching product in online retail environment.Although the application of vicarious touch in the online retail environment is extremely common,it doesn't draw much attention in academic community until recently.A few studies have found that vicarious touch in online retail environment positively impacts consumers’product attitudes.Consequently,this review aims to sort out,extend,explain and prospect the field of vicarious touch in online retail environment.Based on previous literatures,we believe that vicarious touch in online retail environment will have double-edged sword effects on consumers’product attitude and purchase behavior.Speifially,we believe that the double-edged sword efet is applcable to boh the vicarious touch when only others'hands appear and the vicarious touch when others’body appears.According to Stereotype Content Model,we try to understand why vicarious touch when only others'hands appear in the online retail environment leads to double-edged sword effect,and find out the different contexts of positive effects and negative effects.Meanwhile,we use Social Distance Theory to explain why vicarious touch when others’body appears in online retail environment leads to the double-edged sword effect,and find out the respective establishment situation of positive effects and negative effects.This review will contibute to the field of product touch in tactile marketing theoretically,and provide inspirations for the application of prevailing vicarious touch in online retail environment practically.