产品脱销效应下体育爱好者口碑推荐倾向的形成机制:有调节的中介模型

Mechanism Shaping Sports Enthusiasts’Recommendation Tendency Based on Reputation under Product Off-sale Effect:A Moderated Mediation Model

采用两项实验,并结合问卷调查法、定量分析法检验精神归属感与心理愧疚感的中介机制,进一步探索体育爱好者自我建构对双中介作用(前半路径)的调节作用。结果表明:(1)精神归属感与心理愧疚感在体育用品脱销与体育爱好者口碑推荐倾向的直接影响关系中具有双中介作用,且需求型脱销比供应型脱销更易激发体育爱好者的精神归属感与心理愧疚感;(2)自我建构会调节精神归属感以及心理愧疚感在产品脱销与体育爱好者中的中介效应(前半路径)影响,高自我建构的体育爱好者,具有更高的精神归属感,低自我建构的体育爱好者具有更高的心理愧疚感。

Based on two experiment results and using the research methods of questionnaire survey and quantitative analysis,the paper examines the mediating mechanism of spiritual belonging and psychological guilt,to further explore the moderating effect of sports enthusiasts’self-construal on the dual mediating role(first half of the path).The research results show that:(1)spiritual belonging and psychological guilt have dual mediating roles in the direct influence relationship between the off-sale of sporting goods and sports enthusiasts’recommendation tendency based on reputation,and the demand-based off-sale is more likely to stimulate sports enthusiasts’spiritual belonging and psychological guilt than supply-based off-sale;(2)self-construals can moderate the mediating effects(first half of the path)of spiritual belonging as well as psychological guilt in the relationship between off-sale and sports enthusiasts,with sports enthusiasts with high self-construals having a higher sense of spiritual belonging and sports enthusiasts with low self-construals having a higher sense of psychological guilt.