过度消费中营销方向对消费者后悔情绪的影响:责任归属的中介作用和自我控制的调节作用  

The effects of marketing orientation on regret in excessive consumption:The mediating role of responsibility attribution and the moderating role of self-control

作　　者：王烨娣 杨强 朱家稷 刘人怀 WANG Yedi;YANG Qiang;ZHU Jiaji;LIU Renhuai(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Strategic Management Research Center,Jinan University,Guangzhou 510632,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]暨南大学战略管理研究中心,广东广州510632

出　　处：《管理工程学报》2023年第6期46-56,共11页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(72172129);服务科学与创新四川省重点实验室2021年项目(KL2110)。

摘　　要：2020年新冠疫情对个体消费观念产生了不利影响,与此同时各种营销手段也在不断刺激个体消费模式,个体实际消费超过真实需求,过度消费现象层出不穷。然而过度消费行为究竟是如何产生的,其引起消费者后悔情绪的作用机制和边界条件如何,现有研究尚未得出清晰的结论。因此,研究一采用准实验研究方法,首先探究营销方向是否能够对过度消费行为产生影响。结果表明:正营销对过度消费行为存在促进作用,而逆营销对过度消费行为存在抑制作用。在此基础上,研究二以归因理论为基础,构建了一个被调节的中介效应模型,探究过度消费行为发生后,营销方向对后悔情绪的影响。结果表明:(1)责任归属在营销方向与后悔情绪间起中介作用:逆营销使消费者更倾向于内归因,后悔情绪得以增强;而正营销使消费者更倾向于外归因,后悔情绪得以减弱。(2)自我控制不仅能够调节责任归属与后悔情绪之间的关系,同时也能调节责任归属在营销方向与后悔情绪之间中介效应的强度。The outbreak of COVID-19 in 2020 prevented consumers from spending freely during the epidemic stay-at-home period,bringing about many instances of retaliatory consumption.In the long run,people′s endogenous view of living in the present is reinforced by the uncertainty of the external environment.In addition,as various marketing techniques continue to stimulate individual consumption patterns,individuals consume more than they really need.Although there are many adverse effects of excessive consumption on consumers,companies and society,no clear conclusions have been drawn from existing research on the relationship between marketing orientation and excessive consumption behavior,the mechanisms and boundary conditions between marketing orientation and consumer regret.To address this issue,three pre-experiments,one quasi-experiment(Study 1)and two laboratory experiments(Study 2)were designed to investigate the above questions.The purpose of the three pre-experiments was to determine the experimental material needed for the subsequent study,and all three pretests used a one-way within-group experimental design.The results of pre-experiment 1,which aimed to determine the specific experimental scenario of this study,indicated that the hotpot,Chinese food and fast food categories were the types of food in which consumers were always most likely to engage in excessive consumption behavior in their daily lives.Pre-experiment 2,which aimed to test whether the advertising slogans of different marketing orientations were manipulated correctly,showed that most subjects could correctly judge the marketing orientations embodied in the advertising slogans.Pre-experiment 3,which was designed to test the rationality of the experimental material,showed that the contents of the set meals were sufficiently reasonable in terms of portion size and price.Given this,the experimental materials studied in the three pre-experiments were considered valid for the subsequent study.The first step is to prove that marketing orientation can in

关 键 词：营销方向 后悔情绪 责任归属 自我控制 过度消费行为 

分 类 号：C93[经济管理—管理学]