感知到的空气污染会减少消费者的自我披露:紧张唤醒的作用

Wumei Liu, Heqing Huang, Qiaoying Yang, Cheng Lu Wang
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引用次数: 0

摘要

消费者往往不愿意向零售商披露自己的个人信息。如何促进消费者自我披露一直是营销人员和研究人员关注的焦点。我们通过八项多方法研究(N = 5281)(其中包括一项二手数据研究、一项实地研究、一项自然实验和五项实验室实验)表明,空气污染程度高(相对于低)会降低消费者的自我披露意愿和行为。这种效应由紧张唤醒中介,并受以下因素调节:(1)消费者是否意识到感知到的空气污染水平对紧张唤醒的影响;(2)消费者在何种环境下披露其个人信息(播放低节奏舒缓背景音乐的环境与播放高节奏摇滚背景音乐的环境)。我们还排除了监管重点和情绪价值作为替代过程变量的可能性。我们的研究结果扩展了以往关于感知空气污染、紧张唤醒和自我披露的文献。研究结果还建议营销人员、零售商和服务提供商通过在零售环境中播放低节奏的舒缓背景音乐来减轻空气污染感知对消费者自我披露的负面影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Perceived air pollution reduces consumers' self-disclosure: The role of tense arousal
Consumers are often reluctant to disclose their personal information to retailers. How to promote consumers' self-disclosure has been a focal point of interest for marketers and researchers. Using a total of eight multimethod studies (N = 5281) which composite a study with secondary data, a field study, a natural experiment, and five lab experiments, we show that a perception of high (vs. low) levels of air pollution decreases consumers' self-disclosure willingness and behavior. This effect is mediated by tense arousal and moderated by (1) whether consumers are aware of the impact of perceived air pollution levels on tense arousal and (2) under which environment consumers disclose their personal information (an environment playing low-paced soothing background music vs. a one playing high-paced rock background music). We also rule out regulatory focus and mood valence as alternative process variables. Our findings extend past literature on perceived air pollution, tense arousal, and self-disclosure. The results also suggest marketers, retailers, and service providers mitigate the negative impact of air pollution perception on consumers' self-disclosure by playing low-paced soothing background music in retailing contexts.
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