诉求心理距离与消费者问题需要影响逆营销说服效果——行为效能感的中介作用  

Influence of the Psychological Distance of Appeals and Consumers'Demand Recognition on Demarketing:the Intermediary Role of Behavioral Efficacy

作　　者：王新珠[1] WANG Xinzhu(School of Education,Yibin University,Yibin,Sichuan 644000,China)

机构地区：[1]宜宾学院教育学部,四川宜宾644000

出　　处：《西昌学院学报（社会科学版）》2021年第2期81-86,共6页Journal of Xichang University：Social Science Edition

基　　金：宜宾学院博士后期资助项目:逆营销与说服:解释水平的视角(412/02160144)。

摘　　要：有效的逆营销可以减少消费者的资源浪费。通过操纵逆营销诉求的心理距离,并且结合消费者的问题需要水平,考察逆营销如何有效抑制消费者的资源浪费倾向。研究结果表明:(1)心理距离较近(VS.较远)的诉求会产生更好的逆营销效果;(2)问题需要较强(VS.较弱)的消费者更倾向受到逆营销说服;(3)当心理距离较近的诉求遇到问题需要较强的消费者时,能够产生最好的逆营销效果;(4)行为效能感是逆营销沟通与其说服效果之间的中介变量。在逆营销实践中,应该增强消费者的问题需要,并且建构较近心理距离的诉求,以便增强消费者的行为效能感,最终提高说服效果。Effective demarketing can persuade consumers to reduce the waste of resources.This study focuses on how demarketing reduces consumers'inclination to waste through steering the psychological distance of appeals and recognizing consumers'demands.The results show that firstly,close psychological distance(vs.long distance)of appeals performs better in demarketing;second,strong consumer demand(vs.mild consumer demand)is more susceptible to demarketing efforts;third,the combination of close psychological distance appeal and strong consumer demand produces best demarketing effect;lastly,behavioral efficacy is the intermediary variant between demarketing efforts and its performance.Therefore,in the practice of demarketing,consumer demand recognition should be stressed and psychological distance of appeals should be cut short to boost consumers'behavioral efficacy and improve demarketing performance.

关 键 词：诉求心理距离 消费者问题需要 逆营销 行为效能感 

分 类 号：B848.4[哲学宗教—心理学] F713.55[经济管理—市场营销]