企业线上平台产品陈列对产品地位偏好的影响研究  

Research on the Influence of Product Display on Preference for Product Status in Enterprise Online Platform

作　　者：周金应 范莉莉[1] 蒋玉石[1] 苗苗 ZHOU Jinying;FAN Lili;JIANG Yushi;MIAO Miao(School of Economics and Management,Southwest Jiaotong University,Chengdu 610036,Sichuan,China;School of Economics and Management,Chengdu Normal University,Chengdu 611130,Sichuan,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610036 [2]成都师范学院经济与管理学院,四川成都611130

出　　处：《信息系统学报》2024年第1期41-54,共14页China Journal of Information Systems

基　　金：国家自然科学基金项目“雾里看花”vs.“身临其境”:OTA旅游目的地广告对消费者注意的影响研究,项目编号72172129;产业转型与创新研究中心重点项目(CZ20B03);福建省自然科学基金项目(2022J380);福建省社会科学基金项目(FJ2022B088);四川白酒整体品牌塑造及发展研究(CJY21-07)。

摘　　要：受中国面子文化的影响,消费者在不同情境下对产品地位偏好不同,企业则为消费者开发相应地位属性的产品。通过两组实验探究了企业线上平台产品陈列对消费者产品地位偏好的影响。实验1的结果表明:合并陈列方式下,相比于地位产品,消费者对非地位产品偏好更高;单独陈列方式下,相比于非地位产品,消费者更偏好地位产品。实验2探究了陈列数量对主效应的调节作用:单独陈列方式下,较少数量的产品陈列方式能够促进消费者对地位产品的偏好;合并陈列时,陈列数量不影响消费者对地位产品的偏好。合并陈列方式下,较多数量的产品陈列更能促进消费者对非地位产品的偏好;单独陈列时,陈列数量不影响消费者对非地位产品的偏好。本文可以为企业线上平台制定合理的产品陈列策略提供参考。Influenced by Chinese face culture,consumers have different preferences for product status in different situations,and enterprises develop products with corresponding status attributes for consumers.The influence of product display mode in enterprise online platform on consumers'preference for product status was explored through two groups of experiments.The results of Experiment 1 show that when the products are displayed separately,consumers'prefer high-status products compared with low-status products.When the products are displayed together,consumers prefer low-status products under the combined display mode compared with high-status products.In the case of separate displays,consumers prefer high-status products to low-status ones.Experiment 2 explored the moderating effect of display quantity on the main effect:under the separate display mode,a small number of product display modes can promote consumers'preference for high-status products.While the products are listed together,the display quantity does not affect consumers'preference for high-status products.Under the combined display mode,more product displays can promote consumers'preference for low-status products.While in the separate display mode,the number of displays does not affect consumers'preference for low-status products.This study can provide a reference for enterprises to formulate reasonable product display strategies.

关 键 词：线上平台 面子 产品地位 自我控制 产品陈列 

分 类 号：C93[经济管理—管理学]