手工制作效应——手工制作对产品质量评价的影响研究

Handmade effect: The influence of handmade clues on product quality evaluation

本研究探讨了手工制作对产品质量评价的影响及其内在机制.通过实验法有以下发现:1)手工制作较机器制作消费者对产品质量评价更高,表明手工制作效应存在;2)上述手工制作效应受到情感反应和认知联想的中介;3)产品展示背景调节了手工制作较机器制作对情感反应和认知联想的影响,且调节了情感反应和认知联想对手工制作效应的中介作用;4)消费者在单独决策模式下(手工制作产品单独展示)相比在联合决策模式下(手工制作与机器制作产品联合展示),更能提高消费者对手工制作产品质量的评价.研究结论对完善手工效应理论有重要意义,同时对提高企业手工产品营销效率有实践指导意义.

This paper studies the mechanism of how handmade clues influence product quality evaluation.Three experiments conducted by the research find that:1)consumers consider handmade clues as symbols of higher product quality than machine-made cues,indicating that handmade effects exist;2)the above-mentioned handmade effect is mediated by affective responses and cognitive associations;3)the display fixtures moderate the influence of handmade clues on affective responses and cognitive associations compared with machine-made clues,and moderate the mediating effects of affective response and cognitive association on handmade effects;4)consumers may attach a higher quality to handmade products in the separate evaluation model(i.e.,when handmade products are displayed by themselves)relative to the joint evaluation model(i.e.,when handmade and machine-made products are displayed together).The conclusions of this study may be helpful to improve the handmade effect theory,and improve enterprise’s handmade product marketing.