期刊论文

Research on the Identity Presentation Effect and Mechanism of Customer's"Unboxing"

中文

经济与管理

1003-3890

2022

36

5

29-38

10.3969/j.issn.1003-3890.2022.05.005

国家自然科学基金项目（71862011）；

本校为其他机构

电商平台及社会化媒体中,顾客“晒单”是一种常见的消费行为,不仅能呈现产品,还能呈现自我身份。通过两项实验,对现实顾客的身份呈现效应及其作用机制进行研究,结果表明,现实顾客的身份呈现对潜在顾客的购买意愿有显著影响。身份相似和身份模糊引发的自我-品牌联结和购买意愿均显著高于身份不相似情形,而身份相似与身份模糊所引发的效应无显著差异。自我-品牌联结在身份呈现对购买意愿的影响中起部分中介作用;产品知识在自我-品牌联结对购买意愿的影响中具有调节作用。因此,商家应引导相应的顾客呈现适当的身份,并根据顾客的相似性建立和管理亚文化社群,从而提升营销绩效。

In e-commerce platforms and social media,customers"unboxing"is common consumption behavior,which can not only present products but also present self-identity.Through two experiments,this paper explores the identity presentation effect and its mechanism for real customers.The experimental results show that the identity presentation of real customers has a significant impact on potential customers'purchase intention.The degree of self-brand connection and purchase intention caused by identity similarity and i-dentity ambiguity is significantly higher than that caused by identity dissimilarity,bu...