污染效应在消费者行为领域的表现及其心理机制  

The Performance and Psychological Mechanism of Contamination Effect in Consumer Behavior

作　　者：孟陆 谢育锋 李同茂 段坤 张良波 Meng Lu;Xie Yufeng;Li Tongmao;Duan Shen;Zhang Liangbo

机构地区：[1]中国人民大学商学院,北京100872 [2]深圳大学管理学院,深圳518060 [3]哈尔滨工业大学(深圳)经济管理学院,深圳518055

出　　处：《复印报刊资料（市场营销）》2022年第7期3-14,共12页

基　　金：中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)项目成果(项目批准号:20XN6013)。

摘　　要：随着健康问题越来越受到消费者的重视,学者们对污染效应的研究和兴趣也与日俱增,特别是在消费者的感知和偏好方面。在消费者行为研究中,污染效应是指消费者会降低对他人接触过产品的感知价值。本研究主要回顾了在消费行为中污染效应的定义和特性,然后从接触因素、位置因素、产品因素和社会因素等方面来探讨污染效应的前因,并进一步归纳了污染效应对消费者行为的消极影响和积极影响。最后,探讨了污染效应的理论基础和边界条件。在此基础上,对污染效应在消费者行为领域的未来研究方向进行了展望。As health issues have become more and more important to consumers,there has been increasing research and interest in contamination effect,especially in terms of consumers'perceptions and preferences.In the research of consumer behavior,contamination effect means that consumers will reduce the perceived value of products that have been touched by others.In this study,we mainly review the definition and characteristics of contamination effect in the studies of consumer behavior,and then explore the antecedents of contamination effect from the aspects of exposure factors,location factors,product factors and social factors,and further summarize its negative and positive effects on consumer behavior.Finally,the theoretical basis and boundary conditions of contamination effect are well discussed.Based on these discussions,the future research direction of contamination effect in the field of consumer behavioris prospected.

关 键 词：交感巫术定律 污染效应 产品评价 购买意愿 

分 类 号：F713.55[经济管理—市场营销] B842[经济管理—产业经济]