消费者消费扶贫心理归因与价值共创路径——基于扎根理论的探索性研究  

Psychological Attribution of Poverty Relief Effort Through Consumption and Ways for Value Co-creation:An Exploratory Study Based on Grounded Theory

作　　者：张国政[1] 彭丽 唐文源[1] ZHANG Guozheng;PENG Li;TANG Wenyuan(School of Business,Hunan Agricultural University,Changsha 410125,Hunan)

机构地区：[1]湖南农业大学商学院,湖南长沙410125

出　　处：《河北农业大学学报（社会科学版）》2021年第3期101-109,共9页Journal of Hebei Agricultural University (SOCIAL SCIENCES)

基　　金：湖南省教育厅重点项目:“消费扶贫背景下消费者多源信任融合模型及政策应用”(编号:19A233)。

摘　　要：消费扶贫是社会各阶层通过贫困地区和贫困人口消费产品和服务来帮助贫困者增加收入和摆脱贫困的一种扶贫方法。消费者为什么要实施扶贫消费行为(即扶贫消费出自哪种心理)?怎样引导消费者消费扶贫(怎样促进消费扶贫可持续)?当前尚缺乏对这两个关键问题的深入研究。运用扎根理论,针对第一个问题,对消费扶贫可能的心理归因做了深入的探索;针对第二个问题,试图搞清楚促进消费扶贫可持续的路径。研究发现,消费扶贫的心理归因可以分为:内部个人意识和外部社会规范,而价值共创活动的价值感知是消费扶贫的价值归因。个人社会责任意识和社会参照规范产生相应的扶贫消费行为,属于个人心理意识的范畴;价值共同创造行为及其结果(价值感知)会产生持续的扶贫消费行为,这归因于价值范畴。利益相关方通过参与价值共创(由沟通、渠道、风险评估、透明等维度构成)生成价值感知,除直接影响消费者购买行为,也通过影响消费者心理(如:加深贫困状况认知,提升扶贫消费意识等)和社会参照规范(如:形成消费习惯,学习扶贫榜样等)从而影响消费者购买行为。Poverty relief effort through consumption is a method that all classes of society buy products and services of poor areas and poor people to help them increase income and get rid of poverty.Why would consumers consume to alleviate poverty?(What psychological factors predict this behavior?)How to guide consumers to alleviate poverty through consumption?(How to promote sustainable development of poverty alleviation through consumption?).There is still a lack of in-depth research on these two key issues.This paper researches possible psychological attribution for poverty relief effort through consumption for the first issue by using grounded theory,and tries to find a sustainable path to promote poverty alleviation through consumption for the second issue.It is found that the psychological attribution of poverty relief effort through consumption can be categorized as:internal personal consciousness and external social norms,and that the perceived value of value co-creation is the value attribution of poverty alleviation through consumption.Poverty alleviation through consumption generated from personal social responsibility consciousness and social reference norms belongs to personal psychological consciousness;value co-creation and its result(value perception)will continuously promote poverty alleviation through consumption,which is attributed to the category of value.Stakeholders generate perceived value by participating in value co-creation(consisting of communication,channels,risk assessment,transparency and other dimensions),which directly influences consumers'buying behavior and also influences consumer psychology(deepening the understanding of poverty,promoting consumption awareness)and social reference norms(forming consumption habits,learning from poverty alleviation models),thereby making an impact on consumer's buying behavior.

关 键 词：扶贫 消费扶贫 心理归因 价值共创 扎根理论 

分 类 号：F323[经济管理—产业经济]