内疚广告诉求对消费者道德消费意愿的影响机制研究  

Influence Mechanism of Guilt Advertising Appeal on Consumers’Ethical Consumption Intention

作　　者：岳蓓蓓 盛光华[2] YUE Beibei;SHENG Guanghua(Business School,Qingdao University,Qingdao 266071,China;School of Business and Management,Jilin University,Changchun 130012,China)

机构地区：[1]青岛大学商学院,山东青岛266071 [2]吉林大学商学与管理学院,吉林长春130012

出　　处：《商业经济与管理》2022年第8期58-69,共12页Journal of Business Economics

基　　金：国家社会科学基金重大招标项目“推进居民绿色消费升级的监管体系研究”(19ZDA107);吉林省社会科学基金重点项目“乡村振兴背景下绿色生产和消费法律政策研究”(2021A23)。

摘　　要：基于认知失调理论和心理抗拒理论,通过两个实验探究了企业道德营销中内疚与非内疚诉求影响消费者道德消费意愿的心理作用机制。结果表明,内疚诉求比非内疚诉求更能促进消费者的道德消费意愿,强迫性感受和操纵意图推断发挥了中介作用,且该中介作用受到消费者涉入度的调节。具体而言,低消费者涉入度情境中,相比于非内疚诉求,内疚诉求能够降低消费者的强迫性感受和操纵意图推断,进而增强其道德消费意愿;高消费者涉入度情境中,相比于内疚诉求,非内疚诉求能够降低消费者的强迫性感受和操纵意图推断,进而增强其道德消费意愿。研究结论有助于企业设计道德属性产品的广告策略,有效降低受众心理抗拒反应,提升受众广告体验,进而推动道德消费。Based on cognitive dissonance theory and psychological reactance theory,the research investigates the internal influence mechanism of guilt and non-guilt advertising appeals on consumers’ethical consumption intention in ethical marketing through two experiments.The findings show that compared with the non-guilt appeals,guilt appeals can significantly enhance consumers’ethical consumption intention,and compulsive feeling and inferences of manipulative intent play a dual mediating role,and the mediating effect is moderated by consumer involvement.Specifically,for those consumers with a low level of consumer involvement,compared with non-guilt appeals,guilt appeals can induce compulsive feelings and inferences of manipulative intent,thus increasing ethical consumption intention.While for those consumers with a high level of consumer involvement,compared with guilt appeals,non-guilt appeals can induce compulsive feelings and inferences of manipulative intent,thus increasing ethical consumption intention.The findings are helpful for enterprises to design advertising for ethical products,reduce the audience’s psychological reactance effectively,improve the audience’s advertising experience,and thus promote ethical consumption.

关 键 词：内疚广告诉求 强迫性感受 操纵意图推断 消费者涉入度 道德消费意愿 

分 类 号：F713.50[经济管理—市场营销]