“他”在看我?绿色产品陈列密度对消费者的影响  

Is“He”Looking at Me?The Impact of Green Product Display Density on Customers

作　　者：谢志鹏 孙久悦 王静远 Xie Zhipeng;Sun Jiuyue;Wang Jingyuan(School of Economics and Business Administration,Central China Normal University,Wuhan,430079)

机构地区：[1]华中师范大学经济与工商管理学院,武汉430079

出　　处：《珞珈管理评论》2024年第4期138-154,共17页Luojia Management Review

摘　　要：研究表明,产品的陈列模式会影响消费者的判断。绿色营销背景下,产品的空间陈设排列已成为影响消费者购买意愿的重要线索,然而鲜有研究关注产品陈列密度。本研究基于象征性互动理论,通过三个实验探讨绿色产品陈列密度对消费者溢价支付意愿的影响以及潜在影响机制。结果发现,相较于绿色产品的高陈列密度模式,低陈列密度摆放下,消费者的溢价支付意愿更高,自尊认知起到中介作用。在拟人化的调节作用下,相较于绿色产品的低陈列密度模式,高陈列密度摆放下,消费者的溢价支付意愿更高。本研究有助于丰富绿色产品推广和拟人化策略等领域的相关研究,为企业的绿色产品推广提供操作性建议。Researches show that the arrangement pattern of products on the shelf has an impact on the purchasing decision of consumers.At present,the promotion of green products pays more attention to the arrangement pattern of goods,but few studies focus on density and there is still no systematic conclusion.Based on the theory of self-esteem and symbolic interaction theory,this paper discusses the influence of display density of green products on consumers willingness to pay premium,and the internal mechanism of the influence through three experiments.It is found that compared with the high display density placement mode of green products,consumers are more willing to pay the premium under the low display density placement.Under the effect of anthropomorphic adjustment,compared with the low display density mode of green products,consumers are more willing to pay at a premium when the high display density is placed.The above conclusions not only enrich the relevant research in the fields of green products and green marketing,expand the application boundary of anthropomorphism,but also provide operational suggestions for enterprises and sales personnel who promote green products.

关 键 词：绿色产品 产品陈列密度 溢价支付意愿 自尊认知 拟人化 

分 类 号：F713.55[经济管理—市场营销]