Abstract
排队浪费时间,令人烦躁,因此在管理科学或消费心理学中,有很多学者在努力寻求解决消费者排队的方法。不过,有时消费者在有选择的情况下依然愿意排队。本文以群众核证理论解释这一现象,并通过情景模拟方法收集数据,检验了队伍长度和购物欲望之间的关系。结果显示:队伍长度通过"产品质量预期"(正向)和"排队付出预期"(负向)两个中介变量影响消费者的购买欲望。最后,本文讨论了这一研究结果的理论意义和实际应用价值。
Queuing is a waste of time and frustrating, but in some occasions consumers choose to queue at a store to buy a product even choices are available. We use social proof effect to explain this phenomenon and test the relationship between the queue length and consumers’ purchase intention by collecting data through a scenario experiment. It is found that the impact of queue length on consumers’ purchase intention is mediated by “product-quality expectation” (positively) and “Queuing-sacrifice expectation” (negatively). Finally, we discuss the theoretical contributions and implications.
Queuing is a waste of time and frustrating, but in some occasions consumers choose to queue at a store to buy a product even choices are available. We use social proof effect to explain this phenomenon and test the relationship between the queue length and consumers’ purchase intention by collecting data through a scenario experiment. It is found that the impact of queue length on consumers’ purchase intention is mediated by “product-quality expectation” (positively) and “Queuing-sacrifice expectation” (negatively). Finally, we discuss the theoretical contributions and implications.
| Translated title of the contribution | A Test of the Social Proof Effect in Queuin: Evidence from Hong Kong |
|---|---|
| Original language | Chinese (Simplified) |
| Pages (from-to) | 3-13 |
| Number of pages | 11 |
| Journal | 管理学家 |
| Issue number | 6 |
| Publication status | Published - Nov 2009 |
User-Defined Keywords
- 排队
- 群众核证
- 消费者行为
- 情景模拟
- queuing
- waiting line
- social proof
- social influence
- consumer behavior
- scenario experiment