Effects of Crowds and Authority on Conformity Willingness of Consumption—Moderating Role of Construal Level

摘要

本研究通过三个情境模拟实验，探讨产品的群体规模、权威认证度以及个体解释水平对从众购买意愿的影响。结果发现：高解释水平表征者更愿购买已购买产品的群体规模较小而不是群体规模较大的产品，但低解释水平表征者的产品购买意愿并不受群体规模大小的影响；无论是高或低解释水平个体，均更愿购买权威认证而不是非权威认证产品，均更愿购买权威指向型而不是从众指向型产品。研究表明，消费者“随波逐流”的产品从众购买意愿会受个体解释水平的调节，但最终取决于产品的权威认证度，即无论个体是高或低解释水平表征，其对权威认证产品的购买意愿均显著高于对非权威认证产品的购买意愿。 In current study, three situation simulated experiments were conducted to explore the influence of group size, authoritative certification and individual construal level on the conformity willingness of consumption. The results revealed that individuals with high construal level had a higher willingness to buy product with small group size than to buy product with large group size. But in-dividuals with low construal level had no preference for product with small or large group size. No matter individuals were characterized by high or low construal level, their willingness to buy au-thoritative products was significantly higher than their willingness to buy non-authoritative products. No matter individuals were characterized by high construal level or low construal level, their willingness to buy authority-oriented products was significantly higher than their willingness to buy group-oriented products. In conclusion, the influence of group size on willingness of consumption was affected by construal level. However, the effects of construal level on willingness to buy ultimately depended on primary characteristics of the product itself—authoritative certifi-cation. Specifically, no matter individuals were characterized by high or low construal level, their willingness to buy authoritative products was significantly higher than their willingness to buy non-authoritative products.