Journal of Retailing and Consumer Services最新文献_第2页

Digital visibility, physical obscurity: Uncovering the location strategies of ghost kitchens in platform urbanism 数字可见性，物理隐蔽性：揭示平台城市化中幽灵厨房的定位策略

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-11 DOI: 10.1016/j.jretconser.2026.104766

Weipeng Deng , Yihong Tang , Yaxin Liu , Tianren Yang

Digitalization and platform economies are transforming the restaurant sector, giving rise to ‘ghost kitchens’. These delivery-only operations remain physically obscure yet digitally prominent. Their hidden nature creates new forms of spatial ambiguity and raises challenges for regulatory oversight. This study maps the spatial distribution of ghost kitchens in urban environments, identifies their clustering patterns, analyzes their location strategies, and compares them with traditional and hybrid restaurant models. Our findings reveal distinct spatial patterns of ghost kitchens in areas with relatively ‘weak’ commercial locations, challenging the conventional wisdom that physical visibility is essential for restaurant success. By examining locational drivers at both horizontal (neighborhood function and street network proximity) and vertical (floor level and building characteristics) scales, we reveal a delivery-oriented siting logic that trades storefront exposure for access and efficiency, extending restaurant location theory to platform-mediated services. For practice, the findings guide retailers, platforms, and public agencies by identifying where ghost kitchens are most likely to emerge and which built-environment attributes shape their siting, thereby supporting evidence-based policies and governance that balance innovation with consumer protection, food safety, and public health.

数字化和平台经济正在改变餐饮业，催生了“幽灵厨房”。这些只交付的操作在物理上仍然是模糊的，但在数字上却很突出。它们的隐蔽性创造了新的空间模糊性，并对监管提出了挑战。本研究绘制了城市环境中幽灵厨房的空间分布图，确定了它们的集群模式，分析了它们的选址策略，并将它们与传统和混合餐厅模式进行了比较。我们的研究结果揭示了“幽灵厨房”在相对“薄弱”的商业区域的独特空间模式，挑战了“有形可见性是餐馆成功的关键”这一传统观念。通过在水平（社区功能和街道网络邻近度）和垂直（楼层水平和建筑特征）尺度上考察位置驱动因素，我们揭示了一种以交付为导向的选址逻辑，该逻辑以店面暴露为交换，以获取和效率，将餐厅选址理论扩展到平台中介服务。在实践中，研究结果通过确定最有可能出现幽灵厨房的地方以及哪些建筑环境属性决定了它们的选址，从而指导零售商、平台和公共机构，从而支持基于证据的政策和治理，以平衡创新与消费者保护、食品安全和公共健康。

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引用次数: 0

Strap it up! Decoding shared electric bike users’ helmet use behavior through a social ecological lens: A configurational approach 系好安全带！基于社会生态视角解读共享电动车用户头盔使用行为：一种配置方法

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-03 DOI: 10.1016/j.jretconser.2026.104746

Zhenya Robin Tang , Xueyan Dong , Yuxin Tian , Jianliang Hao , Yang Zhou

The rapid growth of shared electric bike (e-bike) programs has revolutionized urban mobility, offering an eco-friendly and efficient solution for short-distance travel. However, low adoption of helmet by shared e-bike users remains a critical safety concern, leading to heightened risks of injuries in traffic environments. This study applies the social ecological model and employs a configurational approach to investigate factors influencing shared e-bike users’ helmet use intentions and behavior. Drawing on survey data, we examine how individual factors (e.g., personal habits, attitudes), interpersonal factors (e.g., descriptive norms), situational factors (e.g., perceived cleanliness and effort required for helmet use), and public policy factors (e.g., perceived risk of being caught, punishment severity) interact to shape helmet use intentions and behavior. This study contributes to transportation safety literature by offering actionable recommendations for policymakers and program designers to enhance helmet adoption and promote safer e-bike usage.

共享电动自行车（e-bike）项目的快速发展彻底改变了城市交通，为短途出行提供了环保高效的解决方案。然而，共享电动自行车用户对头盔的采用率低仍然是一个严重的安全问题，导致交通环境中受伤的风险增加。本研究运用社会生态模型，采用组态分析方法，探讨了共享电动自行车用户头盔使用意愿和行为的影响因素。根据调查数据，我们研究了个人因素（例如，个人习惯、态度）、人际因素（例如，描述性规范）、情境因素（例如，感知到使用头盔所需的清洁和努力）和公共政策因素（例如，感知到被抓住的风险、惩罚的严重性）如何相互作用，以塑造头盔的使用意图和行为。本研究为政策制定者和项目设计者提供了可行的建议，以促进头盔的采用和更安全的电动自行车使用，从而为交通安全文献做出了贡献。

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引用次数: 0

How chatbot anthropomorphism shapes customer purchase decisions: Evidence from a field experiment on a cosmetic E-commerce retailer 聊天机器人拟人化如何影响消费者的购买决策：来自化妆品电子商务零售商现场实验的证据

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-01-20 DOI: 10.1016/j.jretconser.2025.104721

Mirai Igarashi , Hiroshi Onishi , Osamu Sakai , Shohei Hasegawa

This study investigates how chatbot anthropomorphism influences customer purchase behavior through a real-world field experiment on a Japanese cosmetic e-commerce website. Using a 2 × 2 framework of form realism (human-like/cartoon appearance) and behavioral realism (warmth/competence response styles), the experiment examines how chatbot anthropomorphic designs influence one-time and subscription purchases over the short and long term. The findings show that low form realism (cartoon appearance) combined with high behavioral realism (warmth response) significantly enhances subscription purchases, aligning with the expectancy-disconfirmation theory. In contrast, chatbots with high behavioral realism (competence response) are more effective for one-time order customers, reflecting that cognitive cues are preferred in the exploration phase of customer–seller relationships. The study also reveals contrasting temporal patterns: while the novelty effect of chatbots diminishes over time for one-time purchases, subscription purchases exhibit no comparable decline, suggesting a persistent impact of chatbots in the maturity phase. These findings enhance the external validity of prior laboratory research and clarify the conditions under which low form realism can outperform human-like designs. The study demonstrates that consumers’ responses to chatbots evolve across repeated transactions, highlighting the importance of considering relationship phases and timeframes. No previous study has simultaneously examined both dimensions of realism; this study addresses this gap, offering theoretical insights into the effects of chatbot anthropomorphism and practical guidance for tailoring chatbot appearance and communication style to different customer segments.

本研究以日本化妆品电商网站为研究对象，探讨聊天机器人拟人化对消费者购买行为的影响。使用2 × 2的形式现实主义（人形/卡通外观）和行为现实主义（热情/能力反应风格）框架，该实验研究了聊天机器人拟人化设计如何影响短期和长期的一次性和订阅购买。研究结果表明，低形式现实性（卡通形象）与高行为现实性（温暖反应）相结合显著提高了订阅购买，这与期望-不确认理论相一致。相比之下，具有高行为真实感（能力反应）的聊天机器人对一次性订单客户更有效，这反映了在客户-卖家关系的探索阶段更倾向于认知线索。该研究还揭示了不同的时间模式：虽然聊天机器人的新鲜感会随着一次性购买的时间而减弱，但订阅购买并没有出现类似的下降，这表明聊天机器人在成熟阶段的持续影响。这些发现增强了先前实验室研究的外部有效性，并阐明了低形式真实感优于类人设计的条件。该研究表明，消费者对聊天机器人的反应在重复交易中不断演变，强调了考虑关系阶段和时间框架的重要性。之前没有研究同时考察了现实主义的两个维度；本研究解决了这一差距，为聊天机器人拟人化的影响提供了理论见解，并为根据不同客户群定制聊天机器人的外观和沟通风格提供了实践指导。

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引用次数: 0

The influence mechanism of appeal strategy and verbal anthropomorphism in robotic notifications on consumers’ timely parcel pickup intention in self-collection services 机器人通知中的诉求策略和语言拟人化对自助收件服务中消费者及时取件意愿的影响机制

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-12 DOI: 10.1016/j.jretconser.2026.104761

Yu Zhang , Ping Liang

Self-collection services have emerged as a key solution to urban last-mile delivery challenges. However, persistent delays in parcel pickup contribute to issues such as parcel loss, self-service station overstocking, and increased redelivery costs. While logistics service providers increasingly use robotic notifications to prompt timely pickups, the message characteristics that enhance their effectiveness remain underexplored. This study investigates how two key characteristics of robotic notifications—appeal strategy (self-benefit vs. other-benefit) and verbal anthropomorphism (high vs. low)—interact to influence consumers' timely parcel pickup intention. Through one pilot study and three formal scenario experiments, the findings reveal that message congruence is critical: robotic notifications combining self-benefit appeals with low verbal anthropomorphism, or other-benefit appeals with high verbal anthropomorphism, are more effective in improving consumers’ information processing fluency, thereby enhancing timely parcel pickup intention. Additionally, notification timing moderates strategy effectiveness: self-benefit appeals with low verbal anthropomorphism are more effective in initial notifications, whereas other-benefit appeals with high verbal anthropomorphism perform better in follow-up notifications (i.e., messages sent when consumers have not collected parcels after the first alert). The findings offer practical insights for optimizing the design of robotic notifications that promote timely pickup behaviors in self-collection services.

自助收货服务已经成为解决城市最后一英里配送挑战的关键解决方案。然而，包裹提取的持续延迟会导致诸如包裹丢失、自助站点库存过剩和重新交付成本增加等问题。虽然物流服务提供商越来越多地使用机器人通知来及时提货，但提高其效率的信息特征仍未得到充分探索。本研究探讨了机器人通知的两个关键特征——吸引力策略（自利vs他人利益）和语言拟人化（高vs低）——如何相互作用，影响消费者及时取包裹的意愿。通过一项试点研究和三次正式场景实验，研究结果表明，信息一致性至关重要：机器人通知结合低语言拟人化的自利诉求，或高语言拟人化的他利诉求，更有效地提高了消费者的信息处理流畅性，从而增强了及时取包裹的意愿。此外，通知时间调节策略有效性：低语言拟人化的自利呼吁在初始通知中更有效，而高语言拟人化的其他利益呼吁在后续通知中表现更好（即，当消费者在第一次警报后没有收集包裹时发送的消息）。该研究结果为优化机器人通知的设计提供了实用的见解，以促进自助取货服务中的及时取货行为。

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引用次数: 0

Human familiarity meets machine intelligence: Evidence from experimental studies of generative AI and Financial Performance in U.K. retail 人类熟悉度与机器智能：来自英国零售业生成人工智能和财务绩效实验研究的证据

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-01-21 DOI: 10.1016/j.jretconser.2026.104726

Abdelmoneim Bahyeldin Mohamed Metwally , Abdullah Al-Maghzom , Mohamed Ali Shabeeb Ali , Sherif El-Halaby

This multi-method research investigates how Generative AI (GenAI) creates financial value in retail by shaping customer satisfaction and trust. A qualitative exploration with 39 U.K. managers, employees, and consumers identified satisfaction and trust as primary value mechanisms, moderated by GenAI familiarity and product category risk. Two complementary experiments then tested these relationships causally. Study 1 (N = 418 consumers) examined GenAI-enabled customer interfaces; GenAI-generated product copy, personalised recommendations, and a conversational assistant; and found that GenAI significantly increased session-level financial performance (expected gross margin per visitor) through heightened satisfaction and trust. Study 2 (N = 304 managers) demonstrated parallel mechanisms on the operations side: GenAI decision aids for pricing, assortment, and service triage improved a Financial Performance Index (FPI; gross margin, revenue lift, and cost-to-serve) via satisfaction and trust in GenAI-assisted outputs. Across studies, effects strengthened with greater GenAI familiarity and higher category risk. Robustness checks confirmed invariance and stability across analytical specifications. The findings extend Resource-Based and Dynamic Capabilities perspectives by revealing satisfaction and trust as micro-foundations of AI-enabled value creation, offering evidence that GenAI enhances financial performance when deployed in contexts combining technological competence, user familiarity, and meaningful decision stakes.

本多方法研究探讨了生成人工智能（GenAI）如何通过塑造客户满意度和信任来创造零售金融价值。一项针对39名英国管理者、员工和消费者的定性研究发现，满意度和信任是主要的价值机制，受GenAI熟悉度和产品类别风险的调节。然后，两个互补的实验检验了这些因果关系。研究1 （N = 418名消费者）检查了启用genai的客户界面；genai生成的产品副本、个性化推荐和会话助手；并发现GenAI通过提高满意度和信任度显著提高了会议级别的财务绩效（每位访客的预期毛利率）。研究2 （N = 304名管理人员）展示了运营方面的平行机制：通过对GenAI辅助产出的满意度和信任，GenAI对定价、分类和服务分类的决策辅助提高了财务绩效指数（FPI；毛利率、收入提升和服务成本）。在所有研究中，随着GenAI熟悉度的提高和类别风险的增加，效果也会增强。鲁棒性检查确认了分析规范之间的不变性和稳定性。研究结果扩展了基于资源和动态能力的观点，揭示了满意度和信任是人工智能实现价值创造的微观基础，并提供证据表明，在结合技术能力、用户熟悉度和有意义的决策风险的环境中部署GenAI可以提高财务绩效。

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引用次数: 0

Innovation perceptions and retailer trust: Bridging brand management and channel management 创新认知与零售商信任：连接品牌管理与渠道管理

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-01-24 DOI: 10.1016/j.jretconser.2026.104731

Harikumar B. Varrier , Joffi Thomas , Keyoor Purani , Deepak S. Kumar

This research investigates the impact of retailers ‘perceived firm innovativeness (PFI) on the supplier firm's trustworthiness and retailer relationship outcomes. Manufacturers invest in innovation to differentiate their offerings and enhance consumer value, which can also shape stakeholders' perceptions of the firm's innovativeness. Although prior research has linked PFI to consumer trust and loyalty, its effect on retailer relationships has received limited attention. Using field experiments, this research demonstrates that PFI enhances retailer commitment and brand recommendations through trustworthiness, with product technological complexity and retailer size moderating these relationships. The findings bridge research gaps in innovation, branding, and channel management, providing practical insights for improving cross-functional collaboration, innovation communication to retailers, and retailer relationships, eventually enhancing firm performance. Thus, the research makes contributions for leveraging retailer’ PFI bridging channel and brand management literature.

本研究探讨了零售商感知企业创新（PFI）对供应商可信度和零售商关系结果的影响。制造商投资于创新，以区分他们的产品和提高消费者价值，这也可以塑造利益相关者对公司创新的看法。虽然先前的研究将PFI与消费者信任和忠诚度联系起来，但它对零售商关系的影响却受到了有限的关注。通过实地实验，本研究表明PFI通过可信度增强零售商承诺和品牌推荐，产品技术复杂性和零售商规模调节了这些关系。这些发现弥补了创新、品牌和渠道管理方面的研究差距，为改善跨职能协作、与零售商的创新沟通和零售商关系提供了实用的见解，最终提高了企业绩效。因此，本研究为利用零售商的PFI桥梁渠道和品牌管理文献做出了贡献。

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引用次数: 0

The influence of virtual anchor language styles on consumer purchase intentions:The role of psychological vigilance and cultural endorsements 虚拟主播语言风格对消费者购买意愿的影响：心理警戒和文化认同的作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-05 DOI: 10.1016/j.jretconser.2026.104750

Hong Huo, Jiayuan Zhao, Jiamin Zhou

With the rise of virtual anchors in live-streaming commerce, understanding their communication strategies is vital. Grounded in the Computers as Social Actors framework and Parasocial Interaction Theory, this study examines the impact of social oriented versus task oriented language on consumer purchase intention. Across three experiments, the findings show that social oriented language increases purchase intention by reducing psychological vigilance, which serves as a full mediator. The study further identifies a key boundary condition in the form of national cultural symbols. These symbols function as cultural endorsements that reduce the psychological vigilance typically elicited by task oriented language, thereby restoring its persuasive effectiveness. Together, the results highlight the central role of psychological vigilance as both a mechanism and a boundary condition in human computer interaction. The findings offer actionable guidance for designing virtual anchors by aligning language strategies with culturally grounded cues that disarm defensive processing and enhance consumer receptivity.

随着虚拟主播在直播商业中的兴起，了解他们的传播策略至关重要。本研究以计算机作为社会行为者框架和准社会互动理论为基础，探讨了社会导向语言和任务导向语言对消费者购买意愿的影响。在三个实验中，研究结果表明，社交导向语言通过降低心理警惕性来增加购买意愿，而心理警惕性是一个完全的中介。研究进一步确定了民族文化符号形式的关键边界条件。这些符号作为文化背书的功能，降低了任务导向语言通常引起的心理警惕性，从而恢复了其说服效果。总之，这些结果突出了心理警惕性作为人机交互机制和边界条件的核心作用。研究结果为设计虚拟主播提供了可行的指导，通过将语言策略与文化基础线索结合起来，消除防御性处理，提高消费者的接受能力。

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引用次数: 0

The impact of collaboration unexpectedness on consumer curiosity through schema incongruity 合作意外透过图式不一致性对消费者好奇心的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-01-27 DOI: 10.1016/j.jretconser.2026.104748

Peixuan Wu, Shuo Pang, Yushi Jiang

The increasing prevalence and commercial success of unexpected brand collaborations, such as luxury brands partnering with mass-market entities, highlight a significant gap in understanding the psychological mechanisms that drive consumer engagement. This research draws on Schema Congruity Theory to examine how such surprising partnerships stimulate consumers’ information-seeking behavior. Across four experimental studies, the findings consistently demonstrate that unexpected brand collaborations elicit stronger intentions to seek information than expected, conventional partnerships. This primary effect is significantly mediated by perceived schema incongruity, particularly the need discrepancy consumers experience when encountering novel pairings. Moreover, this study reveals that the positive impact of unexpectedness on information seeking is heightened among consumers with a high tolerance for ambiguity and those possessing low category knowledge about the brands involved. These results extend the theoretical understanding of schema incongruity by identifying specific cognitive pathways and key individual-difference moderators in the context of inter-brand alliances. Furthermore, this study offers actionable insights for marketers to design strategic collaborations that foster consumer curiosity and information-seeking behaviors.

意想不到的品牌合作（如奢侈品牌与大众市场实体的合作）越来越普遍，并取得了商业上的成功，这突显出在理解推动消费者参与的心理机制方面存在重大差距。本研究利用图式一致性理论来研究这种令人惊讶的伙伴关系如何刺激消费者的信息寻求行为。在四项实验研究中，研究结果一致表明，与预期的传统合作伙伴关系相比，意想不到的品牌合作会引发更强烈的信息寻求意愿。知觉图式不一致性，特别是消费者遇到新配对时所经历的需求差异，显著调节了这一主要效应。此外，本研究还发现，对于歧义容忍度较高的消费者和对所涉品牌品类知识较低的消费者，意外性对信息寻求的积极影响更为显著。这些结果通过识别品牌间联盟背景下特定的认知途径和关键的个体差异调节因子，扩展了对图式不一致性的理论理解。此外，本研究还为营销人员设计战略合作提供了可操作的见解，以促进消费者的好奇心和信息寻求行为。

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引用次数: 0

Virtual or human, male or female? exploring the gender effect of virtual influencers on consumers’ purchase intentions for emerging brands 虚拟还是真人，男性还是女性？探讨虚拟网红对消费者新兴品牌购买意愿的性别影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-05 DOI: 10.1016/j.jretconser.2026.104765

Teng Liu, Shenyuan Xue, Kexin Zhang, Cisheng Wu

As artificial intelligence continues to develop rapidly, partnering with virtual influencers is becoming an important marketing strategy recognized and accepted by brands. Analogous to human influencers, whether virtual influencer gender triggers different marketing effectiveness for emerging brands attracts growing scholarly attention. Grounded in celebrity endorsement, parasocial interaction theory, and social role theory, this study conducted four scenario-based experiments (Study 1, N = 317; Study 2a, N = 285; Study 2b, N = 301; Study 3, N = 295) to examine how influencer type and gender affect consumers' purchase intentions across different product type contexts. Results reveal that, regardless of product types, female virtual influencers outperform male virtual influencers in boosting consumers' purchase intentions. In contrast, gender differences among human influencers show no significant differences in marketing outcomes. Further analysis shows that male human influencers generate stronger purchase intentions compared to male virtual influencers, while no such disparity exists between female human and virtual influencers. Additionally, for utilitarian goods, human influencers outperform virtual influencers in enhancing brand awareness and brand attitude, thereby boosting purchase intentions. For hedonic goods, although human influencers do not significantly improve brand awareness, they positively influence brand attitude, which also contributes to increased purchase intentions. Overall, female influencers consistently demonstrate stronger brand promotion effectiveness across different product contexts. Beyond this, influencer type moderates the indirect effects of influencer gender on consumers’ purchase intentions through brand awareness and brand attitude.

随着人工智能的快速发展，与虚拟网红合作正成为品牌认可和接受的重要营销策略。与真人影响者类似，虚拟影响者的性别是否会引发新兴品牌的不同营销效果，引起了越来越多的学术关注。本研究以名人代言理论、副社会互动理论和社会角色理论为基础，开展了四项基于场景的实验（研究1，N = 317；研究2a， N = 285；研究2b， N = 301；研究3，N = 295），探讨不同产品类型情境下网红类型和性别对消费者购买意愿的影响。结果显示，无论产品类型如何，女性虚拟影响者在促进消费者购买意愿方面都优于男性虚拟影响者。相比之下，影响者之间的性别差异在营销结果上没有显着差异。进一步分析表明，男性真人影响者比男性虚拟影响者产生更强的购买意愿，而女性真人影响者和虚拟影响者之间不存在这种差异。此外，对于实用商品，真人影响者在提升品牌知名度和品牌态度方面优于虚拟影响者，从而提高了购买意愿。对于享乐商品，人网红虽然没有显著提高品牌知名度，但积极影响品牌态度，这也有助于增加购买意愿。总体而言，女性网红在不同的产品环境中始终表现出更强的品牌推广效果。除此之外，影响者类型通过品牌意识和品牌态度调节影响者性别对消费者购买意愿的间接影响。

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引用次数: 0

Conspicuous vs. inconspicuous travel consumption displays on social media: Emotional arousal through self-evaluation maintenance lens 社交媒体上炫耀性与不炫耀性的旅行消费表现：自我评价维护镜头下的情绪唤醒

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2026-04-01 Epub Date: 2026-02-04 DOI: 10.1016/j.jretconser.2026.104757

Hao Wang , Timothy J. Lee , Sunghyup Sean Hyun

With the growing role of social media in shaping consumption experiences, travel-related posts have become a salient arena for identity signaling and social comparison. Drawing on Self-Evaluation Maintenance theory (SEM), this research develops and tests a dual-path model explaining how conspicuous versus inconspicuous travel consumption displays evoke distinct emotional and self-system processes that drive differentiated envy responses. Across two controlled experiments (N₁ = 282; N₂ = 420), conspicuous displays elicit negative emotional arousal, which amplifies self-identity threat and subsequently increases malicious envy. In contrast, inconspicuous displays generate positive emotional arousal, enhancing state self-esteem and fostering benign envy. Boundary-condition analyses revealed that tie strength and perceived self-relevance further intensified the negative emotional route associated with conspicuous displays. These findings reveal asymmetric emotional mechanisms underlying adverse versus constructive consumer reactions to social media consumption cues, extending SEM and social comparison-based accounts to digital, experience-consumption contexts. Implications are discussed for consumer experience management, travel and lifestyle service branding, and platform/interface design aimed at reducing harmful social comparison while facilitating healthier engagement.

随着社交媒体在塑造消费体验方面的作用越来越大，旅游相关的帖子已经成为身份信号和社会比较的重要场所。利用自我评价维持理论（SEM），本研究开发并检验了一个双路径模型，该模型解释了炫耀性和非炫耀性旅行消费如何引起不同的情感和自我系统过程，从而驱动差异化的嫉妒反应。在两个对照实验中（N1 = 282; N2 = 420），引人注目的表现会引起消极的情绪唤起，从而放大自我认同威胁，随后增加恶意嫉妒。相比之下，不显眼的展示会产生积极的情绪唤起，增强状态自尊，培养良性嫉妒。边界条件分析显示，纽带强度和感知自我关联进一步强化了与炫耀性展示相关的负面情绪路径。这些发现揭示了消费者对社交媒体消费线索的消极反应和积极反应背后的不对称情绪机制，将SEM和基于社会比较的账户扩展到数字、体验消费背景。本文讨论了消费者体验管理、旅游和生活方式服务品牌以及旨在减少有害社会比较、促进更健康参与的平台/界面设计的影响。

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引用次数: 0