“独乐”还是“众乐”:仪式人数对消费者产品偏好的影响研究  

“Happy Alone”or“Happy Together”:The Effect of Ritual Size on Consumer Product Preference

作　　者：卫海英[1,2] 余小敏 刘潜 Wei Haiying;Yu Xiaomin;Liu Qian(Management School,Jinan University,Guangzhou 510632,China;Research Institute on Brand Innovation and Development of Guangzhou,Jinan University,Guangzhou 510632,China)

机构地区：[1]暨南大学管理学院,广东广州510632 [2]暨南大学广州品牌创新发展研究基地,广东广州510632

出　　处：《外国经济与管理》2022年第4期95-105,共11页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(71772077)。

摘　　要：随着独居群体人数的攀升和年龄结构的变化,新独居时代正逐步到来。受新冠肺炎疫情的影响,独居群体赖以缓解压力和孤独的群体仪式受限,个人仪式异军突起,而以往的研究更多揭示群体仪式效应,鲜有结合人数效应对比群体仪式与个人仪式对消费者产品偏好影响的研究。基于自我觉知理论,本文运用实验法探讨了仪式人数对消费者后续产品偏好的影响机制。结果表明:参与个人仪式(vs.群体仪式)使消费者更倾向于选择小众产品(vs.大众产品)。原因在于当消费者在个人仪式体验中提高私我觉知后,他们更关注自身的个性化需求,从而倾向于选择小众产品。此外,假想观众会调节仪式人数对消费者产品偏好的影响,对于低假想观众的消费者,个人仪式比群体仪式更能增加小众产品偏好,而对于高假想观众的消费者,该效应则不显著。本研究丰富了自我觉知理论,拓展了仪式在营销领域的应用研究,为企业设计与产品定位相符的仪式营销提供了指导。Rituals are valuable and symbolic activities that are increasingly becoming a tool not only for consumers to add color to their lives,but also as a novel marketing tool that is becoming a corporate marketing favorite.Rituals can be participated in by one person alone(i.e.individual rituals)or with others(i.e.group rituals).With the increasing number of people living alone and the structure being younger,a new era of living alone is gradually arriving.Under the effect of the COVID-19epidemic,the group rituals that people living alone rely on to relieve stress and loneliness are limited,and individual rituals are emerging rapidly.However,previous studies have revealed more about the effect of group rituals,and few studies have compared the effects of group rituals and individual rituals on consumer product preference in combination with the number effect.Therefore,in order to further extend the application of rituals,this paper investigates the effect of ritual size on consumer product preference and its underlying mechanisms in the context of self-awareness theory,and dissects the corresponding boundary conditions from the perspective of imaginary audience.Two experiments were designed for this study:Experiment 1 aimed to test the effect of ritual size on consumer product preference and the mediating role of private self-awareness,and Experiment 2aimed to test the moderating role of imaginary audience.Both experimental studies were conducted in the form of questionnaires,with validated scales selected to develop into question items,and ANOVA,correlation analysis and hierarchical regression analysis were used to empirically test the theoretical hypotheses.The findings show that there are significant differences in the effect of ritual size on consumer product preference,with consumers participating in individual rituals(vs.group rituals)being more likely to choose niche products(vs.mass products).Ritual size influences consumer product preference by awakening different levels of private self-awareness.Furthermore,t

关 键 词：仪式人数 产品偏好 自我觉知理论 私我觉知 假想观众 

分 类 号：F270[经济管理—企业管理]