留住社区感:互动仪式理论视角的农村零售市场购买决策生成机制  

Retaining Sense of Community:Purchase Decision Making Mechanism in Embedded Marketing

作　　者：李堃 李艳军[3] LI Kun;LI Yanjun(School of Municipal Party Committee of Tianjin,Tianjin 300191,China;Hubei Rural Development Research Center,Huazhong Agricultural University,Wuhan 430070,China;College of Economics&Management,Huazhong Agricultural University,Wuhan 430070,China)

机构地区：[1]中共天津市委党校,天津300191 [2]华中农业大学湖北农村发展研究中心,湖北武汉430070 [3]华中农业大学经济管理学院,湖北武汉430070

出　　处：《农林经济管理学报》2022年第1期49-57,共9页Journal of Agro-Forestry Economics and Management

基　　金：国家自然科学基金一般项目(72173053)。

摘　　要：基于湖北省、山东省以及河南省的田野调查,从互动仪式理论视角对村民与零售商之间的人际互动情况进行深度分析。结果表明:在农村零售市场环境下,买卖双方的人际互动既存在于交易过程中,也存在于日常生活情境中,通过提升村民的自尊体验、内群体归属感、人际团结感、信任感等,对购买决策产生多路径、跨情境影响;买卖双方人际互动与购买决策之间存在相互影响和彼此强化的动态、循环过程,即村民对买卖双方人际互动所蕴含的社会化意义的解读,能够影响其下一次在双方互动过程中的态度与购买行为。基于此,乡村零售市场的升级应保留或积极构建小卖部的互动展演空间和娱乐对话空间,从而强化消费者忠诚、培育村庄社区感、助力提升村民幸福感;政策制定者应重视本村零售商在村庄社会人文环境构建中所发挥的积极作用,借助店老板密集的人际关系网络及其意见领袖地位达成某种社会化目标,以便为村庄创造更多的社会价值。The study analyzed the characteristics of interpersonal interaction between buyers and sellers in villages from the perspective of interaction ritual based on the field study in Hubei,Shandong and Henan provinces.The results suggest that the interpersonal interaction between farmers and store owners exists both in the transaction situation and in the daily life,which may affect the villagers’ purchase decisions by advancing their self-esteem experience,sense of belonging of the inner group,interpersonal solidarity and trust in a multiple and cross-situation way;Interpersonal interaction and purchase decision affect and strengthen each other in a dynamic and circular ways because villagers’ interpretation of the socialized significance contained in the interaction may affect their attitude and purchase behavior in the next interpersonal interaction.Retaining or actively building the multiple social space for a retailing store could strengthen consumer loyalty and improve the villagers’ sense of well-being.Policy makers could achieve social target with the help of store owners so as to create more social value for the villages.

关 键 词：互动仪式 熟人社会 内群体互动 情绪体验 购买决策 

分 类 号：F272.3[经济管理—企业管理]