【作者】 孙静；

【导师】 丁志华；

【作者基本信息】 中国矿业大学 ， 企业管理， 2021， 硕士

【摘要】 随着网络在线购物的普及,消费者购物方式发生了巨大的改变,由此造成了海量的快递包装垃圾,构成了严重的环境污染和经济损失,这一问题受到了学术界的广泛关注。但当前关于快递包装的相关研究多集中于影响其回收的因素,却忽略了对快递包装本身进行相应的产品设计以探究其对消费者快递包装回收行为意愿的影响。同时拟人化作为产品设计的重要部分,其对消费者行为的影响日益突出。那么,拟人化设计对消费者快递包装回收行为的影响路径如何?这一问题的研究对于促进消费者主动对快递包装进行回收具由重要意义。基于“拟人化三因素理论”、“共情理论”和“心理所有权理论”,本文建立拟人化设计对消费者快递包装回收行为意愿的心理动态模型。以拟人化设计为自变量,并引入共情作为中介变量,消费者心理所有权作为调节变量,探究拟人化设计对消费者快递包装回收行为意愿的影响机制。本研究通过情景模拟与问卷调查相结合的方式收集数据,运用SPSS22.0软件通过方差分析和回归分析对所得数据进行检验。实证结果表明:(1)拟人化设计正向影响消费者快递包装回收行为意愿,并且共情在两者之间起中介作用;(2)相比于语言拟人化,形状拟人化对消费者快递包装回收行为意愿的影响更为明显。(3)心理所有权对拟人化设计和共情之间关系有显著的正向调节作用,心理所有权正向调节拟人化设计与包装回收意愿之间的中介作用,存在被调节的中介效应,即消费者心理所有权越高,共情的中介作用越强。最后根据实证分析的结果,总结出关于企业、消费者以及政府的启示。企业可以对产品进行拟人化设计刺激消费者的拟人化感知,从而增强消费者对产品进行回收的行为意愿。消费者可以多与拟人化产品接触,并多站在其立场思考问题。政府部门也要做好宣传教育并给予相关部门政策上的支持,以期能够改善快递包装资源浪费、污染环境的现状。该论文有图14幅,表32个,参考文献108篇。更多还原

【Abstract】 With the popularity of online shopping,great changes have taken place in consumer shopping methods,resulting in a large amount of express packaging garbage,which has caused serious environmental pollution and economic loss.This problem has attracted wide attention from the academic circle.However,the current researches on express packaging mostly focus on the factors affecting recycling,ignore the design of packaging itself to explore its influence on consumers’ recycling behavior willingness.At the same time,anthropomorphism is a part of design,which has an increasingly prominent impact on consumer behavior.Then,what is the influence path of anthropomorphic design to consumer express packaging recycling behavior? The research on this issue is of great significance to promote consumers to take the initiative to recycle the express packaging.Built on the "A Three-Factor Theory of Anthropomorphism","The Theory of Psychological Ownership" and "The Theory of Perspective-Taking",this thesis established a psychological dynamic theoretical model about the effect of anthropomorphic design on consumers’ express packaging recycling willingness.Taking anthropomorphic design as the independent variable,empathy as the mediating variable and consumer psychological ownership as the moderating variable,this thesis explores the influence mechanism of anthropomorphic design on consumers’ recycling behavior willingness of express packaging.In this thesis,data were collected through the combination of scenario simulation and questionnaire survey.SPSS22.0 software was used to test the obtained data through variance analysis and regression analysis.The empirical results concluded that:(1)The anthropomorphic design positively affects consumers’ willingness to recycle express packaging,and empathy acts as a mediating role between the two.(2)Compared with language anthropomorphism,shape anthropomorphism has a more obvious impact on consumers’ willingness to recycle express packaging.(3)Psychological ownership has a significant positive moderating effect on the relationship between anthropomorphic design and empathy.Psychological ownership positively moderates the mediating effect between anthropomorphic design and packaging recycling willingness,and there is a moderated mediating effect,that is,the higher the psychological ownership of consumers,the stronger the mediating effect of empathy.Finally,according to the results of the empirical analysis,it summarizes some enlightenment for business,consumers and the government.Business can stimulate consumers’ anthropomorphic perception by anthropomorphic design of products,so as to enhance consumers’ behavioral willingness to recycle express packaging.Consumers can have more contact with anthropomorphic products and think about problems from their standpoint.Government departments should also do a good job in publicity and education and give policy support to relevant departments,in order to improve the situation of waste of resources and environmental pollution of express packaging.There are 14 figures,32 tables and 108 references in this thesis.更多还原