顾客“ 晒单” 的身份呈现效应及其作用机制  

Research on the Identity Presentation Effect and Mechanism of Customer's"Unboxing"

作　　者：李永诚 薛哲 高山 LI Yongcheng;XUE Zhe;GAO Shan(School of Economics and Management,Hubei Minzu University,Enshi 445000,China;School of Economics and Management,Huizhou University,Huizhou 516007,China;National Cultural Industry Research Center,Central China Normal University,Wuhan 430073,China)

机构地区：[1]湖北民族大学经济与管理学院,湖北恩施445000 [2]惠州学院经济管理学院,广东惠州516007 [3]华中师范大学国家文化产业研究中心,湖北武汉430073

出　　处：《经济与管理》2022年第5期29-38,共10页Economy and Management

基　　金：国家自然科学基金项目(71862011)。

摘　　要：电商平台及社会化媒体中,顾客“晒单”是一种常见的消费行为,不仅能呈现产品,还能呈现自我身份。通过两项实验,对现实顾客的身份呈现效应及其作用机制进行研究,结果表明,现实顾客的身份呈现对潜在顾客的购买意愿有显著影响。身份相似和身份模糊引发的自我-品牌联结和购买意愿均显著高于身份不相似情形,而身份相似与身份模糊所引发的效应无显著差异。自我-品牌联结在身份呈现对购买意愿的影响中起部分中介作用;产品知识在自我-品牌联结对购买意愿的影响中具有调节作用。因此,商家应引导相应的顾客呈现适当的身份,并根据顾客的相似性建立和管理亚文化社群,从而提升营销绩效。In e-commerce platforms and social media,customers"unboxing"is common consumption behavior,which can not only present products but also present self-identity.Through two experiments,this paper explores the identity presentation effect and its mechanism for real customers.The experimental results show that the identity presentation of real customers has a significant impact on potential customers'purchase intention.The degree of self-brand connection and purchase intention caused by identity similarity and i-dentity ambiguity is significantly higher than that caused by identity dissimilarity,but there is no significant difference between identity similarity and identity ambiguity.The self-brand connection has a partial mediating role in the impact of identity presentation on pur-chase intention;product knowledge plays a moderating role in the influence of self-brand connection on purchase intention.Therefore,businesses need to guide corresponding customers to present similar or fuzzy identities and establish and manage subculture communities according to customer similarity,to improve marketing performance.

关 键 词：身份呈现 感知相似性 自我-品牌联结 产品知识 购买意愿 

分 类 号：F713.50[经济管理—市场营销]