消费失败情境下人际亲密度对口碑传播意愿的U型影响——基于动机冲突的视角  

The U-shaped effect of intimacy on word-of-mouth intention about consumption failure:Based on the perspective of motivational conflict model

作　　者：孙洪杰 王美玲 钟科[1] SUN Hongjie;WANG Meiling;ZHONG Ke(Management School,Hainan University,Haikou 570228,China)

机构地区：[1]海南大学管理学院,海口570228

出　　处：《心理学报》2023年第7期1176-1191,I0005,I0006,共18页Acta Psychologica Sinica

基　　金：国家自然科学基金地区科学基金项目(72062013,72062014);国家自然科学基金重点项目(71832015);海南省研究生创新科研课题(Qhys2022-30)资助。

摘　　要：消费失败情境下消费者对不同亲密度群体的口碑传播意愿受保护他人利益和保护自我形象动机的影响。不同于前期研究亲密度对口碑影响的线性关系结论,本研究基于动机冲突的视角,构建动机冲突模型,考察了消费失败情境下人际亲密度对口碑传播意愿的影响及其内在机理。通过4个主实验和2个附加实验,结果表明亲密度对口碑传播意愿的影响呈U型关系,与低高亲密度对象相比,消费者面对中亲密度对象时口碑传播意愿最低。这种影响可以通过消费者产生的保护他人利益动机和保护自我形象动机之间的张力来解释,商家责任调节了以上机理,当商家在导致消费失败的结果中承担的责任较高时,口碑传播意愿不再随亲密度的增加呈现U型关系。Consumers often share their shopping experiences with others.The strength of different social relationships can impact a consumer's word-of-mouth behavior,especially when an unpleasant purchase occurs.While some studies have explored that interpersonal closeness plays an important role in a social context,little has been known about how this diverse range of relationships affects consumers'word-of-mouth behavior in the case of consumption failures.Previous research has shown that consumers are more likely to spread negative information to individuals with whom they have high(vs.low)levels of interpersonal closeness.However,these studies have only taken a binary approach to classifying interpersonal closeness,ignoring the what would happen when the closeness was on the middle level.Literally,the impact of the diversity of relationships needs further investigation.In this study,the impact of interpersonal closeness on consumers'word-of-mouth intention after a consumption failure was explored through six experiments,both online(Experiments 1,2,and supplementary Experiment 1)and offline(Experiments 3,4,and supplementary Experiment 2),in common social settings.Based on the literature on the attitudinal ambivalence literature,this research uses the SIM model to determine the level of motivation conflict and examines the U-shaped impact of interpersonal closeness on word-of-mouth intention in the event of a consumption failure.Experiment 1(N=143)is a between-subject design with a single factor of three levels of interpersonal closeness(low vs.medium vs.high).Participants were randomly assigned to different groups and asked to imagine a negative hotel service experience.They then had the opportunity to share the experience with others and answer related questions.The reading materials for the different experimental groups varied only in terms of the manipulation statement for interpersonal closeness.Experiment 2(N=155)was designed to verify the mediating role of motivation conflict.The manipulation method for interperson

关 键 词：消费失败 亲密度 口碑传播意愿 U型 

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