胜负感知对消费者从众行为的影响

The Impact of Winning-losing Perceptions on Conformity

本研究从自我独特性感知角度出发,探讨了胜负感知对消费者从众行为的影响及其内在机制。两个实验结果发现成功会提升消费者的独特性感知进而减少了后续的从众购买行为;而成败结果的稳定程度会调节结果本身对消费者从众行为的影响,只有当面对不稳定的胜负结果,成功才会显著地负向影响消费者的从众行为,而当结果稳定时,成功或者失败对消费者从众行为的影响不存在显著差异。

From the perspective of personal sense of uniqueness,the current research explores the effect of winning-losing perception on consumer conformity.Two experimental results show that success increases consumers^sense of uniqueness,which in turn decreases their tendency to conform in their subsequent consumption.Furthermore,the negative effect of success on conformity only exists when the winning result is unstable.However,when the result of competition result is stable,no significant difference is found in their tendency to conform between winner and loser.