免费升级的意外可持续后果：不劳而获的优惠待遇如何减少可持续行为

IF 10.4 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2024-11-24 DOI:10.1016/j.annals.2024.103872

Jihao Hu , Zhengzheng Xu , Lisa C. Wan , Wei Wu

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引用次数: 0

摘要

以往关于不劳而获的优惠待遇的研究仅集中于其对消费者反应或企业绩效（如客户满意度、再购买意愿）的影响，而对其可持续后果的研究则较少。此外，考虑到资源的丰富性，过去有关促销工具（如价格折扣）的研究主要考察了积极的社会结果。通过一系列研究（N = 8402），结合现场和实验数据以及实际行为测量（如毛巾的实际使用率、点击率），本研究表明，由于其独特的排他性，获得不劳而获的优惠待遇会在情境中增强消费者的心理权利感，进而导致消费者的可持续行为减少。耐人寻味的是，营销人员可以通过战略性地利用可持续行为的地位信号吸引力来扭转这种负面影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The unintended sustainable consequences of free upgrade: How unearned preferential treatment reduces sustainable behavior

The prior research on unearned preferential treatment has merely focused on its impact on consumer reactions or firms' performance (e.g., customer satisfaction, repurchase intention), with its sustainable consequences underexplored. In addition, holding the resource abundance account, past work on promotion tools (e.g., price discounts) has mainly examined positive social outcomes. Through a series of studies (N = 8402), combining field and experimental data with actual behavior measures (e.g., actual towel usage, click-through rate), this research demonstrates that, due to its unique exclusive nature, receiving unearned preferential treatment can situationally enhance consumers' psychological entitlement, which, in turn, renders consumers' decreased sustainable behavior. Intriguingly, marketers can reverse this negative effect by strategically harnessing a status-signaling appeal of sustainable behavior.

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来源期刊

Annals of Tourism Research Multiple-

CiteScore

19.10

自引率

9.10%

发文量

135

审稿时长

42 days

期刊介绍： The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.