消费排队的群众核证效应检验: 香港的证据

Translated title of the contribution: A Test of the Social Proof Effect in Queuin: Evidence from Hong Kong

曾仕龙, 庄贵军, 黄子锋

    Research output: Contribution to journalArticle

    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.
    Translated title of the contributionA Test of the Social Proof Effect in Queuin: Evidence from Hong Kong
    Original languageChinese (Simplified)
    Pages (from-to)3-13
    Number of pages11
    Journal管理学家
    Issue number6
    Publication statusPublished - 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

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