口碑之地——调节定向视角下场景对口碑效价的影响  

The Impact of Place on Word-of-Mouth Valence—A Perspective of Regulatory Focus Theory

作　　者：王汐文 吕林祥 李婷 刘冰怡 Wang Xiwen;Lv Linxiang;Li Ting;Liu Bingyi(School of Economics and Management,Wuhan University;School of Business Administration,Northeastern University)

机构地区：[1]武汉大学经济与管理学院 [2]东北大学工商管理学院

出　　处：《营销科学学报》2025年第2期1-19,共19页Journal of Marketing Science

摘　　要：移动互联网带来的实时互动体验,使消费者能够在不同的场景下分享购买体验和产品评价。场景不仅是消费者进行情境互动的地点,也是移动营销的技术触点。然而,作为社交互动的重要环境,不同场景如何被消费者差异化地感知,以及如何影响口碑效价等问题尚不清楚。基于地理印记理论,本研究通过一项预实验、两项情景实验和一项田野实验证明:当处于交换型场景时,消费者更愿意分享正面或中性口碑;当处于共有型场景时,消费者更愿意分享极性口碑(正面或负面)。这种效应是由调节定向驱动的,即在交换型场景中,消费者倾向于防御定向,更多考虑的是维护个体社会身份,因此会分享正面或中性口碑;而在共有型场景中,消费者则更倾向于促进定向,会进行真实的自我表达,进而分享极性口碑。此外,本研究确定了场景影响消费者口碑效价效应的边界条件,即当产品类型为享乐品(vs.实用品)时,该效应消失。本研究为企业有效管理口碑提供了可操作的指导建议。The real-time interactive experiences enabled by mobile internet allow consumers to share their purchasing experiences and product reviews across different places.Place is where consumers engage in these interactions and serves as a key touchpoint for mobile marketing technologies.However,how different places are perceived by consumers and how they affect word-of-mouth(WOM)outcomes remain unclear.Based on the theory of geographical imprinting,this study integrates the results of a survey,two scenario studies,and a field experiment.The findings suggest that consumers are more likely to share positive or neutral WOM in exchange-oriented places,while they are more inclined to share polarized WOM(positive or negative)in communal-oriented places.This effect is driven by regulatory focus:in exchange-oriented places,consumers are more likely to adopt a prevention focus,prioritizing the maintenance of their social identity,which leads them to share positive or neutral feedback.In contrast,in communal-oriented places,consumers tend to adopt a promotion focus,engaging in more authentic self-expression,which drives the sharing of polarized opinions.Furthermore,the study identifies boundary conditions for the impact of places on WOM effects-this effect is diminished when the product type is hedonic(vs.utilitarian).These findings provide actionable insights for businesses seeking to manage WOM more effectively.

关 键 词：移动营销 场景 口碑效价 调节定向 产品类型 

分 类 号：F713.55[经济管理—市场营销]