量化自我的效应及其对消费者参与行为的影响机制

Effect of Quantified Self and Its Mechanism Affecting Consumer Participation Behavior

对亚健康等社会问题的担忧以及商业性智能应用和可穿戴量化设备的出现和推广,使越来越多的消费者参与量化自我,追踪测量自我活动水平和健康状况等。学界和业界对消费者的量化自我关注趋增,已有研究明确了量化自我概念内涵和类型,强调量化自我对优化和管控消费者行为具有积极效用。但已有研究并未探明量化自我对消费者活动参与行为的影响及其内在机制,且尚未形成整合的消费者量化自我分析框架。构建整合的理论框架,以探明量化自我效应及其影响消费者活动参与行为的心理机制,对量化自我过程中消费者的行为反应作出合理解释,从个体认知差异视角出发,基于认知失调理论,结合消费者的自尊水平与测量反馈感知不一致,对量化自我影响消费者活动参与行为的心理机制进行分析,探讨量化对消费者活动参与绩效的影响、感知不一致和自尊水平对消费者提升量化活动参与绩效意愿的影响,以及消费者自我概念清晰性对该影响的中介效应。运用实验研究方法,采用测量阅读页数的实验研究设计,借助方差分析和Bootstrap方法检验量化自我效应及其影响消费者活动参与行为的内在机制,明确消费者自尊水平与感知不一致的交互作用以及自我概念清晰性的中介机制。研究结果表明,与非量化情景相比,量化自我将增进消费者活动参与绩效,量化将使消费者更易感知到先前未觉的目标预期与实际行为的不一致。当存在量化条件时,消费者往往会主动选择参与量化自我。量化自我过程中,消费者的自尊水平与测量反馈感知不一致同时影响其提升量化活动参与绩效的意愿,且自我概念清晰性在这一过程中起中介作用。当感知到积极不一致时,低自尊消费者较高自尊消费者的自我概念清晰性更低,且低自尊消费者对积极感知不一致反应越强烈,其自我概念清晰性越低,继而提升量化活动参与绩效的意愿越强;当感知到消极不一致时,高自尊消费者比低自尊消费者的自我概念清晰性更低,且高自尊消费者对消极感知不一致反应越强烈,其自我概念清晰性越低,继而提升量化活动参与绩效的意愿越强。研究结果在丰富相关理论、深入理解量化自我内在机制的同时,对企业驱动消费者参与量化活动、科学设计和开发产品、呈现和传递信息等具有重要实践意义。

Concerns about sub-health and other social issues,as well as the emergence and promotion of wearable devices and related applications,have increased the number of consumers involved in quantified self,tracking levels of self-activities and health. The academia and related industries have paid more attention to quantified self,and the relevant research has clearly defined the concept connotation and types of quantified self,and emphasized the positive effect of quantified self on the optimization and control of consumers＇ behavior. However,existing studies have not demonstrated the impact of quantified self on consumer participation behavior and its underlying mechanisms,and have not yet formed a comprehensive framework for analyzing consumers＇ quantified self behavior.In order to construct a comprehensive theoretical framework to identify the effect of quantified self and the psychological mechanism how quantified self affects consumer participation behavior,so as to make a reasonable explanation for consumers＇ behavior response in the process of quantified self. From the perspective of individual cognitive differences and based on the theory of cognitive dissonance,considering consumers＇ self-esteem and perceived inconsistency from measurement feedback,the psychological mechanism how quantified self affects consumer participation behavior is analyzed. Specific contents include the impact of quantification on consumers＇ participation performance,the impact of perceived inconsistency and self-esteem on consumers＇ willingness to improve the participation performance in quantified activities,and the mediating effect of consumers＇ self-concept clarity. Using the experimental study method and reading pages measurement experimental research design,with the help of analysis of variance and bootstrap method,the effect of quantified self and its internal mechanism affecting consumer participation behavior are tested. The interaction effect between self-esteem and perceived inconsistency and the mediating mechanism of selfconcept clarity are clarified.The experimental results have shown that quantified self will enhance consumers＇ participation performance in activity compared to non quantified self situation. Quantification will make it easier for consumers to realize the inconsistency between their objective expectations and behavioral realities. And when there are conditions for Quantified Self,consumers tend to participate in it. During the process of quantified self,consumers＇ self-esteem and perceived inconsistency from measurement feedback may influence the willingness to improve the participation performance,and self-concept clarity plays an mediating role in this process. When perceiving positive inconsistency,consumers with low self-esteem have lower self-concept clarity than consumers with high self-esteem. Moreover,the stronger the reaction to positive inconsistency,the lower the self-concept clarity,and the stronger the willingness to improve the participation performance in quantified activities consumers with low self-esteem may have. When perceiving negative inconsistency,consumers with high self-esteem have lower self-concept clarity than consumers with low self-esteem. Moreover,the stronger the reaction to negative inconsistency,the lower the self-concept clarity. And the stronger the willingness to improve the participation performance in quantified activities consumers with high self-esteem may have. The research results are of great theoretical significance to enrich relevant theories,and to understand the internal mechanism of quantified self. It also has an important practical significance for enterprises to drive consumers to involve in quantified self,design and develop products,present and delivery information scientifically and so on.