美的总是好的吗?消费者对服务人员外貌吸引力的响应机制研究  

Is Beauty always Good?The Response Mechanism of Consumers to Physical Attractiveness of Service Workers

作　　者：黎耀奇 谢礼珊[2] 方淑杰 Li Yaoqi;Xie Lishan;Fang Shujie(Sun Yat-sen University;Zhengzhou University)

机构地区：[1]中山大学旅游学院 [2]中山大学管理学院 [3]郑州大学旅游管理学院

出　　处：《南开管理评论》2021年第4期74-84,I0014,I0015,共13页Nankai Business Review

基　　金：国家自然科学基金项目(71602073、71772186);广东省自然科学基金项目(2021A1515012005)资助。

摘　　要：本研究聚焦于组织一线外貌刻板效应问题,系统地考察服务人员外貌吸引力对顾客响应的影响及边界条件。研究采用多质多法的方式,用7个实验对多个服务情境、多个样本进行研究,考察不同层次的顾客响应变量。研究发现,服务人员外貌吸引力对顾客响应有着正面的影响,服务人员外貌吸引力越高,顾客正面服务评价就越高、契合水平越高、越愿意做出顾客公民行为。但是,这一效应存在着边界条件。当顾客外貌吸引力水平一般、顾客社交焦虑高、顾客处在私密的消费情景,以及面对高专业化的服务时,这一效应就不再成立。在深化已有外貌刻板效应研究的同时,研究结论有助于引起国内学者对组织一线外貌刻板效应研究的关注,并可为如何缓解外貌歧视问题、提升服务体验提供一定的启示。Everybody loves beauty, and customers are no exception. Therefore, managers of service organizations are inclined to recruit good-looking service employees to attract and retain customers. Although customers’ preference for beauty is the root of physical appearance discrimination, it is still unknown that whether the beautiful service employees always have an effect on positive customer responses. Or do customers always prefer beautiful service employees? In the previous studies, many scholars had demonstrated that individuals with highly attractive physical appearance will elicit others’ positive emotional responses, strengthen positive effects, attract others’ approach behavior, and even have a positive impact on customers’ satisfaction and their consumption intention.Scholars summarized these findings as to the stereotype effect of "what is beautiful is good." By contrast, several scholars have also found that beauty is not always good in recent years. At such a stance, individuals will avoid interacting with a highly attractive person due to their perceptions of self-threat or high self-presentation concern. To make a conclusion, physical attractiveness is a double-edged sword, which can exert positive and negative impacts at the same time. Despite the significant findings of current studies on physical attractiveness stereotype, limitations still exist. First, most previous studies focus on one specific aspect of physical attractiveness stereotype while they are fragmented and lack systematisms. Second, many of the prior studies are concerned much on the issues of physical attractiveness in the context of human resource management, however, the importance of physical attractiveness in the frontline service of organizations is neglected.In this vein, this paper attempts to contribute to fulfilling these gaps and is concentrated on physical attractiveness stereotype in the frontline service of organizations, aiming to systematically investigate the impacts of the physical attractiveness of service empl

关 键 词：外貌刻板效应 服务人员 顾客响应 社交焦虑 消费情景 服务专业化 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]