心理模拟会让顾客欣喜吗?一个中介调节模型

Will Mental Simulation Make Customers Delighted?A Mediated Moderation Model

通过考察选择结果效价与顾客欣喜之间的作用机理,阐释心理模拟能否让顾客更欣喜的问题.采用模拟情境实验设计和回归分析方法对研究假设进行验证,结果表明心理模拟调节选择结果效价与顾客欣喜之间的关系,即在关注结果心理模拟下好坏结果间欣喜的差异显著小于关注过程心理模拟下好坏结果间欣喜的差异.期望不一致中介选择结果效价与顾客欣喜之间的关系,且选择结果效价与心理模拟的交互作用通过期望不一致中介影响顾客欣喜.本研究为网上商家驱动顾客欣喜提供了新视角和思路.

By examining the mechanism between outcome valence and customer delight,it explains whether mental simulation can make customers more delighted.The research hypothesis was validated using the simulated situational experimental design and regression analysis methods.The results showed that the relationship between mental simulation adjustment outcome valence and customer delight,that is,the difference between good and bad results under the mental simulation of attention result is significantly smaller than the difference between good and bad results under the mental simulation of attention process.The relation between outcome valence and customer delight was selected by the mediation role of expectation discrepancy.The interaction between outcome valence and mental simulation affects customer delight through the mediation of expectation discrepancy.This research provides new perspectives and ideas for online retailers to drive customer delight.