物理或数字媒体:心理所有权的中介作用

IF 9.6 2区 管理学 Q1 BUSINESS
R. Stough, C. Graham
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引用次数: 0

摘要

目的现在比以往任何时候都更容易获得媒体,无论是物理的还是数字的。这项研究旨在调查影响购买纸质书或电子书决定的潜在人格特征,扩展艺术获取理论,并为营销人员销售数字媒体提供一个独特的视角。设计/方法/方法研究1是一项实地研究,其中收集了来自几位漫画读者和收藏家的数据,以研究心理所有权在影响购买实体或数字漫画的可能性方面所起的作用。具体来说,研究1将消费者对独特性的需求和对技术的了解作为潜在影响因素。研究2将研究结果扩展到一个新的背景下,并操纵而不是测量参与者的身份。研究2着眼于将数字对象转换为不可替代令牌(NFT)的影响。研究结果表明,具有高独特性消费需求的消费者更有可能选择实体媒体而不是数字媒体。此外,研究表明,对实体媒体的偏好平均导致更多的购买,消费者的心理所有权介导了CNFU的影响。此外,本文还表明,较高的技术精通程度导致了对数字媒体的偏好。最后,本文表明,当消费者认同收集者身份时,将数字物品转化为NFT会增加他们对该物品的偏好。原创性/价值这项工作建立在最近对物理媒体和数字媒体的研究基础上,是第一个研究偏爱每种媒体的特定人格类型的研究之一。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Physical or digital media: the mediating role of psychological ownership
PurposeAccess to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the decision to purchase either physical or digital books, and extend theory on access to art and provide a unique lens through which marketers can sell digital media.Design/methodology/approachStudy 1 is a field study in which data were collected from several comic book readers and collectors to look at the role that psychological ownership plays in influencing the likelihood of buying physical or digital comics. Specifically, study 1 includes consumers' need for uniqueness and tech savviness as potential influencers. Study 2 extends the findings of study into a new context and manipulates, rather than measures, the identity of the participants. Study 2 looks at the effects of turning a digital object into a non-fungible token (NFT).FindingsThis paper demonstrates that consumers who have a high consumer need for uniqueness (CNFU) are more likely to prefer physical media to digital media. Further, it is shown that preference for physical media leads, on average, to more purchases and that the consumer's psychological ownership mediates the effects of CNFU. In addition, this paper shows that higher degrees of tech savviness led to a preference for digital media. Finally, this paper shows that when consumers identify with a collector identity, turning a digital item into an NFT increases their preference for that object.Originality/valueThis work builds off recent research into physical and digital media and is one of the first to examine the specific personality types that prefer each.
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来源期刊
CiteScore
17.80
自引率
17.10%
发文量
31
期刊介绍: The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.
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