消费者内疚感量表--评估个体在越轨消费情况下的反应差异

Carla C. Martins, Susana C. Silva, Joanna Radomska, Monika Hajdas
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引用次数: 0

摘要

感受到或预期到与消费情境相关的负罪感可能会导致消费者调整自己的行为,以避免这些不愉快的感觉,并更好地符合他们的个人、道德和社会标准。与消费情境有关的负罪感体验既受情境因素(包括营销传播)的影响,也受个人特质(即个人对消费产生负罪感的倾向)的影响。虽然研究已经探讨了环境变量对内疚感的影响,但个人对消费产生内疚感的倾向却很少受到关注。了解消费者的个人内疚倾向,有助于管理者针对不同的内疚反应定制策略:认识到不同的内疚易感性,就能在整个消费过程中采取个性化的方法,促进管理者采取感同身受的行动。这种认识可以极大地影响消费者的满意度、忠诚度以及营销策略的成功。本研究从概念上提出了消费者内疚感的测量方法,即个人在越轨消费情况下的内疚倾向。为了界定概念领域,在文献综述的基础上进行了定性研究。与内疚感来源相对应的五个维度(健康、奢侈、社会影响、错误评价以及道德和可持续性)构成了最初的项目库。探索性和确认性因素分析证实了五因素测量模型。最终的量表具有充分的收敛性、判别性和名义效度。最后,该工具在葡萄牙、波兰和巴西三个国家进行了跨文化验证,这不仅加强了其有效性和可靠性的证据,还为其在不同文化环境(尤其是西方文化)中的广泛应用提供了可信度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer guilt proneness scale—Assessing individual differences in responses to transgressive consumption situations
Feeling or anticipating guilt associated with consumption situations may lead consumers to adjust their behaviors to avoid those unpleasant feelings and better conform to their personal, moral, and social standards. The experience of guilt regarding a consumption situation is influenced by both contextual factors, including marketing communications, and personal traits, namely the individual's proneness to feel guilt related to consumption. While research has examined the influence of contextual variables on guilt, the individual predisposition to feel guilt associated with consumption has received little attention. Understanding individual consumer guilt proneness can assist managers in customizing strategies to diverse guilt responses: recognizing varying susceptibility to guilt enables personalized approaches across the consumer journey, fostering empathetic managerial actions. This understanding can significantly impact consumer satisfaction, loyalty, and the success of marketing strategies. This study conceptualizes and proposes a measure of consumer guilt proneness, the individual tendency to feel guilt regarding transgressive consumption situations. To define the conceptual domain, a literature review is complemented with a qualitative study. Five dimensions corresponding to sources of guilt (health, extravagance, social influence, misevaluation, and ethics and sustainability) create the initial pool of items. Exploratory and confirmatory factor analyses corroborate the five-factor measurement model. The final scale demonstrates adequate convergent, discriminant, and nomological validity. Finally, the instrument is cross-culturally validated in three countries—Portugal, Poland, and Brazil—which not only strengthens the evidence of its validity and reliability but also lends credibility to its broader application in diverse cultural environments, particularly within Western cultures.
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