摘要
排队浪费时间,令人烦躁,因此在管理科学或消费心理学中,有很多学者在努力寻求解决消费者排队的方法。不过,有时消费者在有选择的情况下依然愿意排队。本文以群众核证理论解释这一现象,并通过情景模拟方法收集数据,检验了队伍长度和购物欲望之间的关系。结果显示:队伍长度通过"产品质量预期"(正向)和"排队付出预期"(负向)两个中介变量影响消费者的购买欲望。最后,本文讨论了这一研究结果的理论意义和实际应用价值。
Queuing is a waste of time and frustrating,but in some occasions consumers choose to queue at a store to buy a product even choices are available.We use social proof effect to explain this phenomenon and test the relationship between the queue length and consumers' purchase intention by colleting data through a scenario experiment.It is found that the impact of queue length on consumers' purchase intention is mediated by'product-quality expectation'(positively) and'Queuing-sacrifice expectation'(negatively).Finally,we discuss the theoretical contributions and implications.
关键词
排队
群众核证
消费者行为
情景模拟
queuing waiting line social proof social influence consumer behavior scenario experiment
