群体消费中,少数成员会牺牲自我偏好,购买与多数成员相同的产品,该让步行为导致较低的产品满意度。为改善该现象,本研究通过二手数据及实验1发现：基于产品的享乐及功利属性,让步类型与补偿信息的交互对产品满意度产生显著影响。实验2验证了确定感在上述交互效应中发挥中介作用。实验3证明了感知相似性的调节作用,感知偏好相似能提升享乐信息补偿的确定感,有效恢复对功利属性让步后的产品满意度。本研究发现流体补偿策略能恢复群体成员让步后的产品满意度,并明晰其影响路径和边界,为群体营销理论及实践提供有益发展和科学指导。
Abstract
Groups are becoming increasingly important contexts for people to make consumption decisions and behaviors, and consumers often complete consumption choices as group members. It is worth noting that group members may have different preferences for a product, and those who disagree with the majority may sacrifice their preferences and make consumption choices consistent with the group they identify with. This phenomenon is called concessions. Concessions lead to lower post-decision satisfaction and even harm subsequent consumption behavior and group behavior. Because the dissatisfaction of concessionaries is rooted in the fact that some attributes of the product do not satisfy their own needs, we classify the concessions of group members into concessions to hedonic attributes and concessions to utilitarian attributes. According to the Fluid Compensation Theory, when the current product attribute does not meet consumption expectations, people are more likely to seek and affirm another irrelevant attribute to indirectly eliminate the dissatisfaction after concessions with new purchase reasons. Therefore, this paper aims to investigate whether fluid compensation of utilitarian information can improve the post-concession dissatisfaction when group members concede because the product's hedonic attribute does not meet the demand. We also examined how compensation of hedonic information affects the satisfaction of conceders when group members concede because they do not like the product's utilitarian attribute. The mediating mechanisms and moderating variables are further explored.
To support the hypothesis of fluid compensation on product satisfaction after concessions, this study first collected some secondary data of consumer reviews in a group consumption scenario. Reviewers indicated that they initially did not want to participate in group consumption because of the hedonic attributes of the target product, and were impressed by the utilitarian attributes after going to the consumption in order to fit in the group, which alleviated the post-decisional dissatisfaction. This was initial evidence of the main effect. Three experiments were then conducted to further explore the main effect, mediating effect, and moderating effect. A concession scenario was first set up, in which subjects did not like the crowd-favored product because their hedonic or utilitarian preferences were different from the group, and then compensated for the hedonic or utilitarian attributes after the subjects chose to concede, followed by measurement of variables such as product satisfaction and certainty.
Experiment 1 supported the main effect where compensation for utilitarian (vs. hedonic) information led to higher (vs. lower) product satisfaction when group members conceded to hedonic attributes, while compensation for utilitarian and hedonic information had no difference on product satisfaction when group members conceded to utilitarian attributes. Experiment 2 supported the mediating effect of certainty. That is, compensation for utilitarian information led to higher product satisfaction through higher certainty compared to hedonic information when group members conceded to hedonic attributes, while compensation for hedonic information led to no significant increase in product satisfaction through lower certainty compared to utilitarian information when group members conceded to utilitarian attributes. Experiment 3 supported the moderating effect of perceived similarity, where perceived similarity in in-group hedonic preferences leads to higher product satisfaction through increased certainty in hedonic compensation (vs. utilitarian compensation) after concessions to utilitarian attributes.
According to our study, fluid compensation based on product hedonic and utilitarian attributes mitigates dissatisfaction after concessions and also validates the mediating effect of certainty and the moderating effect of perceived preference similarity. The findings add new improvement strategies to the concession phenomenon of group consumption, applying psychological theory to the marketing field to solve real-world problems. This study suggests that marketers should mention the utilitarian attributes of the product while communicating the hedonic value of the product to the group; when promoting utilitarian products with hedonic compensation to the group, they need to pay attention to whether the group's hedonic preferences for the target product are similar.
关键词
让步 /
享乐/功利信息补偿 /
确定感 /
感知相似性 /
产品满意度
Key words
concessions /
hedonic/utilitarian information compensation /
certainty /
perceived similarity /
product satisfaction
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基金
*本研究得到国家自然科学基金《移动互联网时代网络社群的新产品沟通策略及机制：群体心理逻辑》（72072138）和《移动互联网环境下新产品开发策略与商业模式创新》（71832010）的资助
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