感知努力对消费者道德评价的影响研究——基于不同的移情水平

Research on the Influence of Perceived Effort on Consumers’ Moral Evaluation—Based on Different Levels of Empathy

“天道酬勤”的观念在现代商业社会被广泛接受,深深影响着每一个经济活动参与者的行为方式。销售人员花费很多时间和精力进行产品推介,希望产品被更多的消费者接受,从而提高产品销量。但当销售人员的销售目的太明显时,消费者会对销售人员的努力动机产生怀疑,甚至认为销售人员是为了获得销售提成不惜牺牲消费者的利益。本文通过对733份有效调查样本进行效度、信度和相关性等方面的分析得出,销售人员的努力程度与消费者对销售人员的道德评价发生关联,并在此基础上产生作用机制,即当销售人员以较高的移情水平与消费者沟通时,销售人员越努力,消费者对销售人员的道德评价越高,该过程是通过感知激励的中介作用实现的;相反,当销售人员以较低的移情水平与消费者沟通时,销售人员越努力,消费者对销售人员的道德评价越低,该过程是通过感知压力的中介作用实现的。本结论对我国企业和营销人员在销售过程中进行营销沟通、获取顾客认同等方面具有较大的启示意义。

The concept of “God rewards those who work hard” has been widely accepted in modern commercial society and deeply influenced the behavior of every participant in economic activities. Sales staff spend a lot of time and energy on product promotion, hoping that the product will be accepted by more consumers, so as to increase product sales. However, when the sales purpose of the sales staff is too obvious, consumers will have doubts about the efforts of the sales staff, and even think that the sales staff is willing to sacrifice the interests of consumers in order to obtain sales commissions. In this paper, based on research among 733 valid samples are validity, reliability and relevance analysis, the efforts of the sales staff level associated with the consumer moral evaluation to the sales staff, and based on this mechanism, namely when the sales staff to communicate with consumers to a higher level of empathy, the harder the sales staff, sales staff for consumers in the higher moral evaluation, the process is accomplished by mediating role of perceived motivation;on the contrary, when sales personnel communicate with consumers at a lower level of empathy, the harder the sales personnel work, the lower the consumers’ moral evaluation of the sales personnel. This process is realized through the mediating effect of perceived pressure. This conclusion is of great enlightenment to Chinese enterprises and marketers in terms of marketing communication and customer identification in the sales process.