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通过信息宣传引导居民购买和使用节能产品对构建能源节约型和环境友好型社会至关重要。根据心理抗拒理论,在不同情境下,消费者根据接收到的各种信息特征,会产生不同程度的心理抗拒,进而产生差异化的购买意愿。本文旨在探索社会距离情境下,信息双面性通过心理抗拒(强迫性感受和操纵意图推断两个维度)影响消费者节能产品购买意愿的中介机制和调节机制。通过2(信息双面性:单面vs.双面)×2(社会距离:自我vs.他人)的组间实验,研究发现:①双面信息比单面信息更能促进消费者对节能产品的购买意愿;②强迫性感受和操纵意图推断会部分中介信息双面性对节能产品购买意愿的影响;③强迫性感受和操纵意图推断的中介效应会受到社会距离的调节作用。在远社会距离(他人)情境下,单面信息与双面信息引起的心理抗拒的差异比近社会距离情境下的差异缩小;在近社会距离(自我)情境中,强迫性感受和操纵意图推断的中介作用均比在远社会距离情境中要更强。研究成果对改善政府节能宣传策略和商家关于节能产品的营销操作水平具有重要意义。
Guiding residents to buy and use energy-efficient products through information advocacy is crucial to building energy-efficient and environment-friendly societies. According to the theory of psychological resistance, under different situations, consumers will have different degrees of psychological resistance according to the characteristics of various kinds of information received, which in turn will lead to different purchase intention. The purpose of this paper is to explore the intermediary and regulatory mechanisms that affect the purchasing willingness of consumer energy-saving products through psychological resistance (the two dimensions of obsessive and manipulative intention) under the condition of social distance. Through the intergroup experiments of 2 (information sidedness: single-sided vs. double-sided) × 2 (social distance: self vs. others), the study found that: ① double-sided information can promote consumers’ The willingness to buy and the willingness to buy; ② the perception of obsessive and manipulative intention to infer the impact of the double-sidedness of some intermediary information on the purchase intention of energy-saving products; ③ the mediating effect of forced perception and manipulation inference will be regulated by social distance. In the case of distant society distance (others), the difference of psychological resistance caused by single-sided information and double-sided information is smaller than the difference in the situation of near social distance; in the situation of near social distance (ego), the feeling of obsession and inference of manipulation intention The intermediary role than in the distance from the social context to be stronger. The research results are of great significance to improve the government’s energy-saving propaganda strategy and the merchant’s marketing operation level of energy-saving products.