【作者】 邹飞；

【导师】 周艳菊；

【作者基本信息】 中南大学 ， 企业管理， 2024， 博士

【摘要】 2021年我国脱贫攻坚战取得了全面胜利,历史性地消除了绝对贫困,在此重大历史性成就的基础上,进一步巩固脱贫攻坚成果、解决相对贫困仍然是一项长期任务。消费帮扶是一项巩固拓展脱贫攻坚成果、促进脱贫地区产业发展的重要举措,然而,受产品知名度低、销售渠道少等因素的制约,帮扶产品在市场上的销售状况并不理想,甚至出现滞销现象。因此,如何提高消费者购买和推荐帮扶产品意愿进而激发市场潜力,成为亟待解决的问题。购买和推荐帮扶产品是一种亲社会行为,现有关消费者亲社会行为激励机制的研究主要集中于奖励的影响。从研究结论上看,学术界依然存在分歧。部分学者通过实证研究发现,奖励可以有效地激励亲社会行为;但另一部分学者认为内在道德准则导致奖励对亲社会行为产生挤出效应,从而使得奖励机制失效。从研究对象上看,目前鲜有学者探究奖励对消费者购买或推荐帮扶产品意愿的影响。因此,本文围绕奖励对消费者推荐和购买帮扶产品意愿的影响机制设计了5个子研究,分别探究了消费者购买和推荐帮扶产品意愿的有效奖励方式以及不同奖励对消费者推荐和购买帮扶产品意愿的作用机制,进一步丰富了亲社会行为激励理论;同时,本研究为企业设计合理的促销奖励和推荐奖励机制提供了决策参考。具体研究内容如下:为了探究激励消费者购买和推荐帮扶产品行为的有效奖励方式,首先基于文献和现实背景,本文将物质奖励分为比赛大金额奖励、抽奖大金额奖励、按件小金额奖励、递增小金额奖励、递增折扣奖励,将精神奖励分为比赛荣誉奖励、抽奖荣誉奖励、递增荣誉奖励;其次,本文基于亏欠理论、心理逆反理论和目标梯度理论,建立消费者效用函数,并根据效用函数的比较结果提出了不同奖励对消费者购买和推荐意愿影响的假设;最后,通过三个子研究验证假设,分别探究了物质奖励、精神奖励以及精神奖励与物质奖励的组合对消费者购买和推荐意愿的影响。实证分析发现,比赛奖励和抽奖奖励并不能有效地激励消费者购买和推荐帮扶产品,而按件小金额奖励和递增奖励则能够有效地激励消费者的购买和推荐意愿,尤其是递增荣誉奖励和递增小额奖励的组合最能有效地激励消费者的推荐意愿,递增荣誉奖励和递增折扣奖励的组合则最能有效地激励消费者的购买意愿。为了解释消费者在奖励情景下推荐和购买帮扶产品的行为,本文通过两个子研究,旨在揭示奖励对消费者购买和推荐帮扶产品意愿的作用机制。首先,基于研究背景和相关文献,本文构建了具有中介效应和调节效应的结构方程模型;然后,实证检验了不同奖励对消费者购买帮扶产品意愿的影响机制;最后,实证检验了不同奖励对消费者推荐帮扶产品意愿的影响机制。研究结果表明,在奖励情景下,社会形象对消费者的购买意愿产生负向影响,感知奖励价值则显著正向影响消费者的购买意愿,而帮扶意识和价格敏感度则起到调节作用;在奖励情景下,社会形象和亏欠感对消费者推荐意愿有显著的负向影响,感知价值奖励对消费者推荐意愿有显著的正向影响,而帮扶意识起到调节作用。本研究的创新点主要体现在以下几个方面:(1)从理论上提出了利他权衡理论,为解释利他行为提供了新的思路,有助于深入了解消费者利他行为的原因。(2)从研究视角上将亲社会行为的奖励机制研究拓展到了购买和推荐帮扶产品情境中,这是对促销奖励和推荐奖励理论研究的横向延展和纵向深化,有助于丰富亲社会行为激励理论的研究框架。(3)从研究方法上综合运用了效用函数建模和方差分析及独立样本T方法,并基于亏欠理论、心理逆反理论和目标梯度理论研究了奖励对消费者购买和推荐帮扶产品意愿的影响,有助于更加科学合理地解释奖励对消费者购买和推荐帮扶产品意愿影响的作用机制。更多还原

【Abstract】 In 2021,China marked a monumental milestone in its battle against poverty by achieving a comprehensive victory,effectively eradicating absolute poverty from its socio-economic landscape.Despite this historic triumph,the imperative to consolidate the gains of poverty eradication and address the persisting issue of relative poverty remains an enduring challenge.Central to this endeavor is the implementation of consumption assistance initiatives,which serve as pivotal mechanisms for both solidifying the gains of poverty alleviation and catalyzing industrial development within impoverished regions.However,the efficacy of these efforts is hampered by various constraints,including limited product visibility and a dearth of sales channels.Consequently,the market uptake of poverty-alleviating products has been less than optimal,with instances of stagnant sales being observed.Therefore,addressing the pressing issue of how to bolster consumer willingness to purchase and recommend poverty-alleviating products has emerged as a critical imperative.Doing so is essential not only for revitalizing market demand but also for unlocking the latent potential within these products and fostering sustainable economic growth within poverty-stricken areas.Purchasing or recommending poverty-alleviating products constitutes a pro-social behavior,and existing research on the incentives driving such behaviors predominantly focuses on the impact of rewards.However,the academic discourse regarding the efficacy of rewards in stimulating pro-social behavior remains inconclusive.While some scholars posit that rewards effectively motivate pro-social behavior based on empirical evidence,others argue that intrinsic moral norms may lead to a crowding-out effect,diminishing the effectiveness of reward mechanisms.Remarkably,scant attention has been devoted to exploring the influence of rewards on consumers’willingness to purchase or recommend poverty-alleviating products from the perspective of research subjects.Consequently,this thesis endeavors to bridge this gap by structuring five sub-studies to investigate the influence mechanism of rewards on consumers’willingness to recommend and purchase poverty-alleviating products.These sub-studies delve into identifying effective reward strategies for fostering consumers’willingness to engage with poverty-alleviating products,as well as elucidating the differential impact of various reward mechanisms on consumers’willingness to recommend and purchase such products.By undertaking this multifaceted inquiry,this study contributes to the enrichment of theoretical frameworks pertaining to incentives for pro-social behavior.Moreover,it furnishes valuable insights for enterprises seeking to formulate efficacious promotional and referral incentive mechanisms.The specific research endeavors encompass the following:To investigate effective reward methods for motivating consumers to purchase and recommend poverty-alleviating products,this thesis adopts a structured research approach.Firstly,drawing from existing literature and real-world contexts,the thesis categorizes material rewards into tournament large amount rewards,lottery large amount rewards,piece-rate small amount rewards,incremental small amount rewards,and incremental discount rewards.Spiritual rewards are similarly classified into tournament honor rewards,lottery honor rewards,and incremental honor rewards.Secondly,the thesis constructs a consumer utility function grounded in deficit theory,psychological reactance theory,and goal gradient theory.Hypotheses regarding the effects on consumers’willingness to purchase and recommend are formulated based on the comparison results of the utility function.Finally,these hypotheses are subjected to empirical scrutiny through three sub-studies,each focusing on the effects of material rewards,spiritual rewards,and the combined influence of spiritual and material rewards on consumers’purchasing and recommending behavior,respectively.The empirical analysis reveals that tournament and lottery rewards are ineffective in stimulating consumers’willingness to purchase and recommend poverty-alleviating products.Conversely,piece-rate small amount rewards and incremental rewards emerge as effective motivators,particularly the combination of incremental honor rewards and incremental small-dollar rewards exhibits the highest efficacy in incentivizing consumer recommendations.Moreover,the combination of incremental honor rewards and incremental discount rewards proves most effective in stimulating consumer purchasing behavior.To elucidate consumer behavior regarding the recommendation and purchase of poverty-alleviating products within reward scenarios,this thesis conducts two distinct sub-studies,each aimed at investigating the mechanisms through which rewards influence consumers’willingness to engage with such products.Firstly,drawing from the research background and relevant literature,the thesis formulates a structural equation model incorporating mediating and moderating effects.Subsequently,it empirically evaluates the mechanism by which different rewards impact consumers’willingness to purchase poverty-alleviating products.Secondly,the thesis empirically examines the mechanism through which various rewards affect consumers’willingness to recommend poverty-alleviating products.The study’s findings reveal that within reward scenarios,social image exerts a negative influence on consumers’willingness to purchase,while perceived reward value significantly and positively impacts this willingness.Additionally,poverty-alleviating awareness and price sensitivity are identified as moderating factors in this relationship.Similarly,within the context of recommending poverty-alleviating products,the study reveals that social image and a sense of deficit negatively affect consumers’willingness to recommend,while perceived value of rewards significantly and positively influences this willingness.Moreover,poverty-alleviating awareness is identified as a moderating factor in this relationship.Overall,these findings provide valuable insights into the nuanced dynamics of consumer behavior in reward scenarios,shedding light on the factors that shape consumers’willingness to purchase and recommend poverty-alleviating products.The innovations of this study are multifaceted and contribute significantly to the understanding of consumer behavior and the mechanisms underlying pro-social actions.(1)It proposes the theory of altruistic trade-offs,which introduces the theory of altruistic trade-offs,offering novel insights into altruistic behavior and enhancing comprehension of the factors driving consumer altruism.By delineating the intricate interplay between altruism and self-interest,this theoretical framework advances our understanding of the underlying motivations behind consumer altruistic actions.(2)This research extends the examination of reward mechanisms for pro-social behavior beyond conventional contexts to encompass the purchase and recommendation of poverty-alleviating products.This horizontal expansion and vertical deepening of the theoretical exploration of promotional and recommending rewards broadens the scope of inquiry within the incentive theory of pro-social behavior.By delving into these specific domains,the study enriches the research framework,offering nuanced insights into the incentivization of altruistic consumer actions.(3)The study adopts a comprehensive approach to research methodology,integrating utility function modeling and ANOVA and independent samples T methods.By leveraging these sophisticated techniques,the study rigorously investigates the impact of rewards on consumers’willingness to purchase and recommend poverty-alleviating products.Moreover,the incorporation of deficit theory,psychological reversal theory,and goal gradient theory into the analysis enhances the scientific rigor and explanatory power of the study,providing a more nuanced understanding of the mechanisms underlying the influence of rewards on consumer behavior in this context.更多还原