以“手”为攻,匠心独具:营销中的手工制作效应  

Handmade effect on marketing

作　　者：秦环宇 刘展呈 谢志鹏 吕林祥 QIN Huanyu;LIU Zhancheng;XIE Zhipeng;LV Linxiang(School of Management,University of Science and Technology of China,Hefei 230026,China;School of Economics and Business Administration,Central China Normal University,Wuhan 430079,China;School of Business Administration,Northeastern University,Shenyang 100167,China)

机构地区：[1]中国科学技术大学管理学院,合肥230026 [2]华中师范大学经济与工商管理学院,武汉430079 [3]东北大学工商管理学院,沈阳110167

出　　处：《心理科学进展》2025年第2期362-380,共19页Advances in Psychological Science

基　　金：国家自然科学基金青年项目(71702189)资助。

摘　　要：虽然标准化的工业产品已经成为市场主流,但手工制作的产品却意外地受到消费者热捧。然而有关手工制作的文献零散分布于管理学、艺术学和社会学等多个学科领域,结论之间也存在矛盾,难以解释新技术赋能下手工制作的新兴现象。现有手工制作效应的理论框架主要围绕手工制作的定义、分类及其影响展开;手工制作效应的心理机制主要包括感知自然、感知独特、感知质量、感知努力、感知“爱”和心理所有权;同时,手工制作效应还会受到产品类型、消费情境和消费者特征等因素的调节。手工制作在新的商业环境下具有独特的理论意义和营销价值。While standardized industrial products have become the dominant force in the market,there has been an unexpected surge in the popularity of handmade products among consumers.However,the existing literature on handmade effects is scattered across multiple fields,including marketing,art,and sociology,with conflicting conclusions and an inability to explain the emerging handmade phenomenon under the empowerment of new technologies.The theoretical framework of the handmade effect includes the definition,classification,and impact of being handmade.The psychological mechanisms of the handmade effect are categorized into perceived nature,perceived uniqueness,perceived quality,perceived effort,perceived love,and psychological ownership.Furthermore,the handmade effect is moderated by product type,consumption context,and consumer characteristics.Handmade has a unique theoretical significance and marketing value in the new business environment.

关 键 词：手工制作 工匠精神 感知独特 心理所有权 消费者行为 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]