心理模拟会让顾客欣喜吗？一个中介调节模型

doi:10.12068/j.issn.1005-3026.2021.10.020

东北大学学报（自然科学版） ›› 2021, Vol. 42 ›› Issue (10): 1514-1520.DOI: 10.12068/j.issn.1005-3026.2021.10.020

• 管理科学 • 上一篇

心理模拟会让顾客欣喜吗？一个中介调节模型

张跃先^1,2，于佩玉¹，杨勇²

(1. 东北大学工商管理学院，辽宁沈阳110169; 2. 东北大学秦皇岛分校管理学院，河北秦皇岛066004)

修回日期:2021-03-11 接受日期:2021-03-11 发布日期:2021-10-22
通讯作者: 张跃先
作者简介:张跃先(1978-)，女，河北承德人，东北大学秦皇岛分校副教授.
基金资助:
河北省自然科学基金面上资助项目(G2019501054)；国家自然科学基金面上资助项目(71972033).

Will Mental Simulation Make Customers Delighted? A Mediated Moderation Model

ZHANG Yue-xian^1,2， YU Pei-yu¹， YANG Yong²

1. School of Business Administration， Northeastern University， Shenyang 110169， China; 2. School of Management， Northeastern University at Qinhuangdao， Qinhuangdao 066004， China.

Revised:2021-03-11 Accepted:2021-03-11 Published:2021-10-22
Contact: ZHANG Yue-xian
About author:-
Supported by:
-

摘要/Abstract

摘要： 通过考察选择结果效价与顾客欣喜之间的作用机理，阐释心理模拟能否让顾客更欣喜的问题.采用模拟情境实验设计和回归分析方法对研究假设进行验证，结果表明心理模拟调节选择结果效价与顾客欣喜之间的关系，即在关注结果心理模拟下好坏结果间欣喜的差异显著小于关注过程心理模拟下好坏结果间欣喜的差异.期望不一致中介选择结果效价与顾客欣喜之间的关系，且选择结果效价与心理模拟的交互作用通过期望不一致中介影响顾客欣喜.本研究为网上商家驱动顾客欣喜提供了新视角和思路.

关键词: 心理模拟;结果效价;顾客欣喜;期望不一致;中介调节模型

Abstract: By examining the mechanism between outcome valence and customer delight， it explains whether mental simulation can make customers more delighted. The research hypothesis was validated using the simulated situational experimental design and regression analysis methods. The results showed that the relationship between mental simulation adjustment outcome valence and customer delight， that is， the difference between good and bad results under the mental simulation of attention result is significantly smaller than the difference between good and bad results under the mental simulation of attention process. The relation between outcome valence and customer delight was selected by the mediation role of expectation discrepancy. The interaction between outcome valence and mental simulation affects customer delight through the mediation of expectation discrepancy. This research provides new perspectives and ideas for online retailers to drive customer delight.

Key words: mental simulation; outcome valence; customer delight; expectation discrepancy; mediated moderation model

中图分类号:

TP20

张跃先，于佩玉，杨勇. 心理模拟会让顾客欣喜吗？一个中介调节模型[J]. 东北大学学报（自然科学版）, 2021, 42(10): 1514-1520.

ZHANG Yue-xian， YU Pei-yu， YANG Yong. Will Mental Simulation Make Customers Delighted? A Mediated Moderation Model[J]. Journal of Northeastern University(Natural Science), 2021, 42(10): 1514-1520.

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心理模拟会让顾客欣喜吗？一个中介调节模型

Will Mental Simulation Make Customers Delighted? A Mediated Moderation Model

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