金钱可以刺激分享吗?金钱刺激与敬畏感刺激对于促进消费者产品分享的相对有效性  

Dose Money Stimulate Sharing?Relative Effectiveness of Monetary Incentives and the Sense of Awe in Encouraging Consumer Sharing Their Own Products

作　　者：朱华伟[1] 敬甫 ZHU Huawei;JING Fu(School of Economics and Management,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《商业经济与管理》2025年第2期88-100,共13页Journal of Business Economics

基　　金：国家自然科学基金面上项目“网络公益平台上消费者亲社会行为研究:角色多元化视角下的角色冲突与促进”(72172109);国家自然科学基金面上项目“自我意识视角的产品分享激发:从污染效应到幸福感的反转”(71872138)。

摘　　要：共享经济中一部分企业建立双边经营模式,即将消费者所有的闲置产品资源整合起来,供给另外消费者使用。对这些企业而言,消费者是否愿意分享自己的产品则成为经营的关键问题。文章在此背景下探究消费者对陌生人的分享行为及其影响因素。基于心理所有权理论,文章提出影响消费者产品分享的主要障碍是分享所导致的心理污染感。以此为基础,文章认为目前业界常用的金钱刺激只能补偿、而不能降低心理污染感;据此,文章提出一种独特的情感刺激模式——敬畏感刺激,并把它与金钱刺激对促进产品分享的相对有效性进行对比。通过四个实证研究发现,金钱刺激和敬畏感刺激对产品分享的相对有效性取决于消费者的产品拥有目的:如果消费者拥有产品本是自用,则敬畏感刺激可以有效降低心理污染感,促进产品分享;如果消费者拥有产品是为了赢利,分享不会导致心理污染感,则金钱刺激更有利于促进分享。文章从理论上丰富了共享领域文献的研究视角;从实践上为双边企业刺激产品分享提供可借鉴方法。In the sharing economy,some companies adopt a two-sided business model,integrating idle resources owned by consumers to supply them to other consumers.For these companies,whether consumers are willing to share their products becomes a critical operational issue.Against this backdrop,this study investigates consumers'sharing behaviors with strangers and the factors influencing these behaviors.Based on the theory of psychological ownership,the study identifies psychological contamination caused by sharing as the primary barrier to product sharing.Building on this,it argues that the monetary incentives commonly used in the industry can only compensate for,but not reduce,psychological contamination.Accordingly,the study proposes a unique emotional stimulation model,awe-based incentives,and compares its effectiveness with monetary incentives in promoting product sharing.Through four empirical studies,the findings reveal that the relative effectiveness of monetary and awe-based incentives in promoting product sharing depends on the consumer's purpose for owning the product.If the product is owned for self-use,awe-based incentives effectively reduce psychological contamination,thereby facilitating sharing.If the product is owned for profit-making purposes,sharing does not cause psychological contamination,and monetary incentives are more effective in encouraging sharing.This research contributes to the theoretical literature on the sharing economy by enriching perspectives on psychological factors influencing sharing behavior.Practically,it offers actionable strategies for two-sided businesses to design effective incentives for product sharing.

关 键 词：产品分享 心理污染 金钱刺激 敬畏感刺激 拥有目的 

分 类 号：F713.50[经济管理—市场营销]