B27.不同的消费者所使用产品的偶然相似对其产品处置意向的影响-宫秀双 蒋晶.pdf

不同的消费者所使用产品的偶然相似对其产品处置意向的影响 宫秀双 （通讯作者） 中国人民大学商学院市场营销系博士生 通讯地址：北京市海淀区中关村大街59号 联系方式：gongxiushuang@ 蒋 晶 中国人民大学商学院市场营销系副教授 通讯地址：北京市海淀区中关村大街59号 联系方式：jiangjing@ 摘 要 基于独特性理论和最佳区分性理论，本研究探讨了不同的消费者所使用产品 的偶然相似对其后续产品处置行为的影响及其内在机制。三个实验的研究结果发现，与 低象征性产品相比，高象征性产品的偶然相似性会导致更高的产品处置意向，消费者之 间所属群体的异同会调节此效应，而尴尬情绪是驱动此主效应的内在机制。 关键词 偶然相似性，独特性寻求行为，产品处置意向，产品的象征性，尴尬情绪 1 TheEffectsofIncidentalSimilarityofProductsonConsumers’PossessionDisposal Intentions GongXiushuang(CorrespondingAuthor) Ph.D.Candidate,DepartmentofMarketing,RenminUniversityofChina ZhongguancunStreetNo.59,HaidianDistrict,Beijing E-mail:gongxiushuang@ JiangJing AssociateProfessor,DepartmentofMarketing,RenminUniversityofChina Address:ZhongguancunStreetNo.59,HaidianDistrict,Beijing E-mail:jiangjing@ Abstract Based on uniqueness theory and optimal distinctiveness theory, this research investigates the incidental similarity of products on consumers’ post-purchase possession disposal intentions as well as the underlying mechanism.Three experiments indicatethat comparedto lowsymbolicproducts,the incidentalsimilarityof highsymbolicproductslead to higher possession disposal intentions. This effect is moderated by consumers’ group belongingness,andmediatedbyembarrassment. Keywords：Incidentalsimilarity,Uniquenessseekingbehavior,Possessiondisposalintentions, Productsymbolism,Embarrassment 2 0