旅游商品多语言包装策略的作用机制和影响效果——基于选择通达模型的视角  

The mechanism and influences of multilingual packaging strategy for tourism product: From the perspective of selective accessibility model

作　　者：李希 李同茂 胡际豪 LI Xi;LI Tongmao;HU Jihao(College of Management,Shenzhen University,Shenzhen 518052,China;CUHK Business School,The Chinese University of Hong Kong,Hong Kong 999077,China)

机构地区：[1]深圳大学管理学院,深圳518052 [2]香港中文大学商学院,中国香港999077

出　　处：《心理科学进展》2022年第6期1216-1229,共14页Advances in Psychological Science

基　　金：国家自然科学基金项目(72102151)资助。

摘　　要：多语言包装策略被广泛应用于促进旅游商品的销售。然而,现有研究仅从消费者感知视角出发,难以揭示多语言线索的复杂效应。本研究基于选择通达模型,主要探讨(1)多语言包装策略导致消费者推断旅游商品是针对某类群体(即对比效应)还是广泛模糊的“国际市场”(即同化效应)的作用机制;(2)多语言包装策略对旅游商品购买决策的影响机制。本研究有助于扩展旅游商品和包装语言的相关研究,为旅游商品营销提供重要参考。Multilingual packaging strategy has been widely harnessed in tourism products marketing.However, complicated psychological mechanism resulting from multilingual cues is rarely investigated by extant studies, which merely concentrate on consumer perceptions. The current research, based on the selective accessibility model, aims to examine:(1) how consumers process information of multilingual packaging to judge the focal product targeting at a certain country(i.e. contrast effect), or an ambiguous “international market”(i.e. assimilation effect);(2) the impact of multilingual packaging strategies on consumers’ purchase decision-makings toward tourism products. This study will not only encompass and broaden prior conceptualization of tourism products and linguistic cues of packaging, but also provide managerial implications towards marketing practices of tourism products.

关 键 词：语言包装策略 旅游商品 选择通达模型 同化效应 对比效应 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]