威胁应对视角下的消费者触摸渴望及其补偿机制研究

Existing research finds that consumers' desire for product touch is relatively stable and unchangeable. Based on the threat management perspective and the fluid compensation model in social psychology, the current project proposes the hypothesis that consumers’ desire for product touch is unstable and can be shaped by threats in daily life. It further raises the assumption that the strategies that can help consumers cope with threats (self-affirmation and interpersonal support) can compensate consumers’ unsatisfied desire for touch, and consequently enhance anticipating marketing outcomes (product evaluations, purchasing likelihood, willingness to pay, etc.). Via a series of consumer experiments, this project will examine the psychological and physiological mechanisms under which threats shape consumers’ desire for touch, it will further investigate when consumers’ desire for product touch is unsatisfied (i.e., shopping online), the mediation process and the boundary conditions through which the threat-coping strategies compensate consumers’ desire for product touch and enhance anticipating marketing outcomes. Theoretically, this project utilizes threat coping perspective in social psychology to study how consumers’ desire for product touch occurs, the conclusion will provides new knowledge to both threat coping domain and sense of touch domain; further, through investigating strategies compensating consumers’ desire for product touch, the current project will overcome the drawbacks of existing study on sense of touch, and obviously advance it. Managerially, consumers’ desire for product touch is often unsatisfied when shopping online, which leads to weak marketing outcomes and endangers the online companies’ existence and development. While this project can provide strategy implications to these companies on how to earn more room to better exist and develop themselves.

现有研究发现消费者的触摸渴望稳定、不变。本项目以社会心理学中的威胁应对视角和流体补偿模型为基础，推断出消费者的触摸渴望可变、受日常威胁塑造的假设，并提出帮助消费者应对威胁的策略（自我肯定和人际支持）可以补偿其触摸渴望、增加预期营销结果（产品评价、购买、支付价格等）这一命题。通过系列消费者实验，检验威胁塑造消费者触摸渴望的心生机制，并验证当消费者触摸渴望未被满足（如，线上购物）时，应对威胁的策略补偿触摸渴望、提升营销结果的中介过程和边界条件。理论上，本项目用威胁应对视角研究消费者触摸渴望的形成，结论将为威胁应对领域和触觉领域都提供新知识；对补偿消费者触摸渴望措施的探讨还将弥补已有触觉研究的不足，对其明显推进。实践上，线上购物时消费者触摸渴望不能被满足，进而导致差营销结果，从而危害线上企业和行业的生存与发展。本项目能为这些企业和行业如何更好生存与发展提供战略借鉴。

当下，互联网购物是主流购物方式。但是互联网购物时消费者的触觉体验常被剥夺。.“威胁应对视角下的消费者触摸渴及补偿机制研究”（项目编号：71502075）用社会心理学的威胁应对视角探究了：1）心理威胁对消费者触摸渴望形成机制的影响；2）对消费者触摸渴望补偿机制的影响；和3）消费者触摸渴望满足后，触摸产品对消费者行为的影响。..围绕这一研究课题，我们取得了下述四方面的重要结果：..第一，形成了4篇与本项目关注的消费者触觉主题完全相关的高质量研究成果。1篇探究消费者触摸渴望的形成机制、另1篇探究消费者触摸渴望通过实际触摸满足后会不会影响他们的新产品接纳及内在机制。这两篇文章均发表《心理学报》上。第3篇探究消费者触摸渴望通过实际触摸满足后消费者的产品购买意愿会如何变化及相应的调节机制。发表在Journal of Retailing上。第4篇探究消费者触摸渴望的补偿机制，目前正被市场营销知名期刊Psychology & Marketing评审。..第二，我们在项目开展过程中还发现，不同种类的心理威胁还会影响个体其它行为。形成了3篇高质量、与心理威胁主题密切相关的研究成果。2篇成果探究外部资源环境威胁对员工薪酬偏好的影响、和消费者尴尬威胁对其随后影响的影响，属于申请人指导兰州大学管理学院的硕士生完成的成果。分别发表在《心理学报》和《外国经济与管理》上。最后1篇是合作成果，关注品牌丑闻的威胁对消费者品牌信任和购买意愿的影响。发表在《Psychology & Marketing》上。..第三，培养了1名硕士研究生。兰州大学管理学院邵建平老师的已毕业硕士韩雪自入学后就参与编号为71502075的研究课题、并获得成长。..第四，国际和国内学术交流。在编号为71502075项目的经费支持下，申请人进行了较充分的国际交流（2017/2018年参加ACR会议、并在国内会议上和香港和新加坡的学者建立了合作关系和意向）。进行了较充分的国内同行学术交流（如2016、2017、2018都带指导的硕士生参加JMS会议）。

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