消费者拍照行为影响消费体验的双刃剑效应  

The double-edged sword effect of consumers’photo-taking behavior on consumption experience

作　　者：刘红艳[1] 郑芸 刘耀中 乔飞 LIU Hongyan;ZHENG Yun;LIU Yaozhong;QIAO Fei(School of Management,Jinan University,Guangzhou 510632,China;Guangzhou Huashang College,Guangzhou 511300,China;Guangdong University of Foreign Studies,Guangzhou 510420,China)

机构地区：[1]暨南大学管理学院,广州510632 [2]广州华商学院,广州511300 [3]广东外语外贸大学,广州510420

出　　处：《心理科学进展》2023年第3期480-491,共12页Advances in Psychological Science

基　　金：国家社会科学基金面上项目(19BGL110);广东省哲学社会科学重点实验室−神经经济学实验室(2021WSY002);广东省哲学社会科学规划项目(GD21YGL06)资助。

摘　　要：拍照是消费者对体验进行视觉记录的手段。虽然拍照“打卡”成为人们的日常生活和企业营销的重要工具,但目前未发现有文章系统介绍拍照行为对消费体验的影响。拍照行为通过调整注意资源和认知参与对消费体验产生双刃剑效应。具体而言,拍照行为会给消费者带来以“视觉体验红利”为主的红利效应;还会因缺失其他感官(嗅觉、味觉、听觉或触觉)的真实体验产生“匮乏效应”。个人因素和情景因素是拍照行为影响消费体验的重要边界条件。未来研究可以从比较不同拍照内容的效应差异、研究环境变量在拍照效应中的影响、拓展拍照的双刃剑效应在企业营销层面的研究等方面展开。Consumers record visual recollections of their experiences via photo-taking.The practice of photo-taking is an essential part of consumers’everyday lives and a crucial marketing tool for businesses.However,few extant studies systematically reviewed the relevant literature on the impact of photo-taking on consumption experiences.Consumption experiences are impacted in a contradictory way by photo-taking.On the one hand,photo-taking provides a“bonus effect”on visual experience,but on the other,it has a“deficiency effect”due to the absence of other true sensory(olfactory\gustatory\auditory\haptic)experiences.Individual and environmental variables may influence the relationship between photo-taking and consumption experiences.Future studies might begin by comparing different effects of objects in photo-taking,focusing on the moderating influence of environmental factors,and extending the two-sided impact of photo-taking on marketing performance.

关 键 词：拍照行为 消费体验 红利效应 匮乏效应 

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