社会密度对消费者不确定性促销偏好的影响--感知控制的中介作用和群体同质性的调节作用  

The Effect of Social Density on Consumers’Uncertainty Promotion Preference:The Mediation of Perceived Control and Moderation of Groups’Homogeneity

作　　者：曹忠鹏[1] 毕芸晞 杨帆 Cao Zhongpeng;Bi Yunxi;Yang Fan(School of Business Administration,Northeastern University)

机构地区：[1]东北大学工商管理学院

出　　处：《南开管理评论》2024年第7期39-48,160,共11页Nankai Business Review

基　　金：教育部人文社会科学基金规划项目(23YJA630006)资助。

摘　　要：不确定性促销是商家经常实施的促销活动,消费者促销偏好对于商家实施促销活动非常重要,消费者的选择和偏好不仅受选项本身及选择情境影响,还受到社会环境的影响。虽然有学者从促销活动设计和消费者情绪状态方面展开了研究,但是他们忽视了社会环境因素的影响。本文主要探讨社会密度对消费者不确定性促销偏好的影响,深入分析其主效应、中介效应和这些效应的边界。研究结果表明:低(v s.高)社会密度情境下消费者更偏好不确定性促销(实验1a和实验1b);其内在机理是感知控制发挥了中介效应(实验2);社会密度的主效应在高和中水平下不显著,但是在高和低水平下具有较好的稳健性(实验3);群体同质性调节了感知控制的中介效应,但并未调节社会密度的主效应(实验4);本文还排除了愉悦、觉醒和焦虑的替代中介。研究结论弥补了以往文献的不足,考察了消费者不确定性促销偏好的社会环境影响因素,为商家有效实施不确定性促销提供了理论指导和借鉴。This research explores how social density impacts con-sumer preferences for uncertainty promotions,integrating regula-tory fit theory and compensatory control theory.While uncertainty promotions,which involve offering consumers unpredictable discounts or gifts,are known to generate excitement and boost sales,prior studies have primarily focused on promotional design,consumer emotions,and product characteristics.The influence of environmental factors,particularly social density,remains underexplored.Social density,which refers to the number of people in a given space,can significantly influence consumer behavior.This study addresses the gap by examining how different levels of social density influence consumer preferences for uncertainty promotions and the underlying psychological mechanisms.In addition to social density,group homogeneity—a key social factor influencing consumer behavior—plays a significant role.High(vs.low)group homogeneity can alleviate the defensive responses triggered by social density,and also serve as a compensatory control source for consumers'perceived lack of control.The study further explores the moderating effect of group homogeneity on the relationship between social density and consumer preferences for uncertainty promotions.

关 键 词：社会密度 不确定性促销偏好 感知控制 群体同质性 

分 类 号：F274[经济管理—企业管理]