传染病威胁对怀旧消费的影响研究——感知控制缺失的中介作用

A Study on the Impact of Infectious Disease Threat on Nostalgia Consumption:The Mediating Role of Perceived Control Deficiency

支原体感染等突发传染病为人们的生活蒙上了忧虑的阴影,然而传染病威胁对个体消费行为的影响尚未得到足够的关注。本研究对传染病威胁对消费者怀旧消费意愿的影响机制及其边界条件进行探索,通过五个实验发现传染病威胁对怀旧消费意愿具有显著正向影响,且这一作用被群体成员类型所调节,具体而言:传染病威胁能够通过感知控制缺失间接正向作用于怀旧消费意愿,同时在由内群体成员构成的传染病威胁条件下,传染病威胁显著增强了个体的怀旧消费意愿;而在由外群体成员构成的传染病威胁条件下,影响则并不显著。本研究丰富了传染病威胁的心理影响和行为结果,并从补偿性消费的角度验证了怀旧情感的积极心理作用。

The sudden outbreak of infectious disease,such as Chlamydia,has cast a shadow of concern over people's lives.However,the impact of infectious disease threats on individual consumer behavior has not yet received sufficient attention.This study explores the mechanism of infectious disease threats on consumers'nostalgia consumption willingness and its boundary conditions.Through five experiments,the research has found that infectious disease threats have a significant positive influence on nostalgia consumption willingness,and this effect is moderated by the type of group members.Specifically,infectious disease threats can indirectly exert a positive effect on nostalgia consumption willingness through perceived control deficiency,and under the condition of infectious disease threats composed of in-group members,infectious disease threats significantly enhance an individual's nostalgia consumption willingness;while under the condition of infectious disease threats composed of out-group members,the influence is not significant.This study enriches the psychological impact and behavioral outcomes of infectious disease threats and validates the positive psychological effects of nostalgic emotions from the perspective of compensatory consumption.