如今的网络购物环境中,经常会出现产品在货架但却买不到的情况,本文基于虚位营销和感知稀缺性的相关理论,建立了虚位营销对消费者产品评价影响机制的理论研究模型。研究结果表明,虚位营销情景可以通过提消费者的感知稀缺性,进而提升对产品的评价,且相比于受限可得,条件可得的影响效果更为显著,本文还进一步验证了消费者的认知闭合需要在感知稀缺性对产品评价的影响过程中不起调节作用。最后,本文在对实证结果分析与归纳的基础上,为企业施行虚位营销策略提出了实践建议。In today’s online shopping environment, products often appear on the shelf but cannot be bought. Based on the relevant theories of virtual marketing and perceived scarcity, this paper establishes a theoretical research model of the influence mechanism of virtual marketing on consumer product evaluation. The research results show that the virtual marketing scenario can improve the evaluation of products by improving consumers' perceived scarcity, and the effect of conditional availability is more significant than that of restricted availability. This paper further verifies that consumers' need for cognitive closure does not play a regulating role in the influence of perceived scarcity on product evaluation. Finally, based on the analysis and conclusion of the empirical results, this paper puts forward some practical suggestions for enterprises to implement the virtual marketing strategy.
本研究旨在探讨物质稀缺与网络购物成瘾的关系以及享乐主义的消费态度在其中的中介作用,采用知觉稀缺量表,消费者享乐主义态度量表和大学生网络购物成瘾量表对441名在校大学生进行问卷调查,研究发现:(1) 物质稀缺,享乐主义的消费态度与网络购物成瘾均呈显著正相关。(2) 在男性群体中,物质稀缺可通过享乐主义的消费态度对网络购物成瘾产生影响,起部分中介作用;此中介效应在女性群体中未被发现。结论:物质稀缺和享乐主义消费能对网络购物成瘾产生影响,物质稀缺感越高的男性大学生容易通过享乐主义的消费应对措施,从而导致网购成瘾的行为倾向。This study aims to explore the relationship between material scarcity, online shopping addiction and the mediating role of hedonic consumption attitudes in this relationship. Using the Perceived Scarcity Scale, the Consumer Hedonic Attitude Scale, and the College Student Online Shopping Addiction Scale, a questionnaire survey was conducted among 441 college students. The findings are as follows: (1) Material scarcity, hedonic consumption attitudes, and online shopping addiction are all significantly positively correlated. (2) Hedonic consumption attitudes play a partially mediating effect on the association between material scarcity and online shopping addiction in male group but not in female group. Conclusion: Material scarcity and hedonic consumption are associated with online shopping addiction. In addition, male participants who perceive greater material scarcity are more likely to adopt hedonic consumption as a coping mechanism, leading to a higher tendency towards online shopping addiction.
