社会拥挤与数字口碑：基于情境重叠的调节作用

Social Crowding and Electronic Word of Mouth:The Moderating Effect Based on Overlapping Situation

购物环境的拥挤程度对消费者行为存在重要影响。基于情景实验的方法,考察了社会拥挤对消费者数字口碑分享意愿的影响、过程机制和边界条件。结果表明,社会拥挤对消费者数字口碑分享意愿有显著正向影响;沉浸感在其中起中介作用;情境重叠程度调节社会拥挤与消费者数字口碑分享意愿之间的关系强度,当情境重叠程度较低时,社会拥挤对于数字口碑分享意愿的影响显著;当情境重叠程度较高时,社会拥挤对数字口碑分享意愿的影响效应不显著。

The degree of crowding in shopping environment has an important impact on consumer behavior.With the method of scenario experiments,this paper examines the impact of social crowding on consumers'willingness to share electronic word-of-mouth and its mechanism and boundary conditions.The results show that social crowding has a significantly positive impact on consumers'willingness to share electronic word-of-mouth,that the immersion plays a mediating role in it,and that the degree of overlapping situation can adjust the strength of the relationship between social crowding and consumers'*willingness to share electronic word-ofmouth:when the degree of overlapping situation is lower,the impact of social crowding on the willingness to share electronic word-of-mouth is significant;when the degree of overlapping situation is higher,the impact of social crowding on the willingness to share digital word-of-mouth is not significant.