消费者对平台卖家亲组织非伦理行为的反馈效应——基于自我决定理论  

Feedback Effect of Consumers on Unethical Pro-Organizational Behaviors of Platform Sellers—Based on the Self-Determination Theory

作　　者：汪旭晖[1] 陈佳琪 WANG Xuhui;CHEN Jiaqi(School of Business Administration,Dongbei University of Finance and Economics,Dalian,Liaoning 116025,China;School of Business,Inner Mongolia University of Finance and Economics,Hohhot,Inner Mongolia 010070,China)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025 [2]内蒙古财经大学商务学院,内蒙古呼和浩特010070

出　　处：《北京工商大学学报（社会科学版）》2024年第6期14-28,共15页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家自然科学基金项目“消费者如何处理复杂信息?平台型电商情境下信号的超载、冲突、噪声对买家决策的影响”(71972030);教育部人文社会科学研究青年基金项目“平台卖家亲组织非伦理行为对消费者参与价值共创的影响研究”(24YJC630012)。

摘　　要：近年来,平台卖家诱导好评、虚假宣传等亲组织非伦理行为(UPB)屡禁不止,主要原因在于消费者之间存在自身的价值观与认知等差异,一些消费者会对卖家的此类行为采取容忍、帮助、推荐、反馈等参与价值共创的回应。基于自我决定理论,通过三个实验探索了道德自我形象与感知平台卖家UPB对消费者参与价值共创的交互影响机制。实验结果发现:高道德自我形象的消费者更易感知到平台卖家UPB正面性,从而对参与价值共创产生正向影响;当启动自我意识状态时,消费者感知平台卖家UPB与道德自我形象的交互效应消失;高道德自我形象×感知正面性→主体自我意识状态→互依型自我建构倾向→消费者参与价值共创的间接效应显著,低道德自我形象×感知负面性→客体自我意识状态→独立型自我建构倾向→消费者参与价值共创的间接效应显著。为解决平台卖家的亲组织非伦理问题,平台卖家应增强自身管理的自觉性,平台企业则应加强对消费者的教育与引导,并落实监管主体责任,强化对平台卖家UPB的监管。In recent years,platform sellers' unethical pro-organizational behaviors(UPB),such as soliciting positive reviews and engaging in false advertising,have continued unabated despite repeated prohibitions.This persistence can largely be attributed to the varying values and perceptions among consumers;some may respond to these behaviors by participating in value co-creation through tolerance,assistance,recommendations,and feedback.Grounded in the self-determination theory,this research investigates the interactive mechanisms through which moral self-image and perceived UPB of platform sellers influence consumer participation in value co-creation through three experiments.The experimental findings indicate that consumers' possessing a high moral self-image are more inclined to perceive the positive aspects of platform sellers' UPB,thereby fostering a favorable impact on their participation in value co-creation;when the state of self-awareness is activated,the interaction effect between consumers' perceptions of platform sellers' UPB and their moral self-image diminishes;the indirect effect of high moral self-image×perceived positive aspects→subject's state of self-awareness→interdependent self-construal tendency→consumer participation in value co-creation is significant;and the indirect effect of low moral self-image×perceived negative aspects→object's state of self-awareness→independent self-construal tendency→consumer participation in value co-creation is significant.To tackle platform sellers' UPB,these sellers' should bolster their self-management practices,while platform enterprises ought to enhance consumer education and guidance,as well as fulfill their regulatory responsibilities by intensifying oversight of platform sellers' UPB.

关 键 词：亲组织非伦理行为(UPB) 道德自我形象 感知 自我意识状态 自我建构倾向 价值共创 

分 类 号：F724.6[经济管理—产业经济]