农村零售环境下人际关系影响店铺光顾意愿的双路径分析
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摘要
基于农村社区零售环境,以信任和上行社会比较为中介机制,构建村民与零售商人际关系影响店铺光顾意愿的双路径模型,并运用河南、山东两省农村社区328份调查问卷资料进行验证。研究发现,村民与零售商的人际关系在促进村民产生信任继而正向影响其店铺光顾意愿的同时,也会使村民产生上行社会比较继而减弱其店铺光顾意愿。这种人际关系对店铺光顾意愿的双路径作用受到产品类型的调节:相较于搜寻品,当村民购买经验品时,信任在人际关系作用于光顾意愿的过程中起较强的中介作用;相较于经验品,当村民购买搜寻品时,上行社会比较在人际关系作用于光顾意愿的过程中起较强的中介作用。此外,村民的互惠信念能缓解由人际关系所产生的上行社会比较对零售店光顾意愿的抑制作用。相对于互惠信念水平低的村民而言,在互惠信念水平高的村民中,上行社会比较对其零售店光顾意愿的抑制作用得到有效缓解。
The current study builds a dual influencing path model to explore the effect of the interpersonal relationship between villagers and retailer on store patronage intention in rural retailing environment,using data from a survey of 328 questionnaires from Henan and Shandong province.The results suggest that the interpersonal relationship between villagers and retailer has a positive effect on retailer trust which in turn has a positive effect on store patronage intention,and the interpersonal relationship also has a positive effect on upward social comparison intention which in turn decrease store patronage intention.In addition,we find out the function boundary of this dual mechanism model compared with search goods,when villagers purchasing experience goods,the mediating role of the trust is stronger;compared with experience goods,when villagers purchasing search goods,the mediating role of villagers' upward social comparison is stronger.What's more,reciprocal belief could undermine the negative effect of upward social comparison on store patronage intention.
The current study builds a dual influencing path model to explore the effect of the interpersonal relationship between villagers and retailer on store patronage intention in rural retailing environment,using data from a survey of 328 questionnaires from Henan and Shandong province.The results suggest that the interpersonal relationship between villagers and retailer has a positive effect on retailer trust which in turn has a positive effect on store patronage intention,and the interpersonal relationship also has a positive effect on upward social comparison intention which in turn decrease store patronage intention.In addition,we find out the function boundary of this dual mechanism model compared with search goods,when villagers purchasing experience goods,the mediating role of the trust is stronger;compared with experience goods,when villagers purchasing search goods,the mediating role of villagers' upward social comparison is stronger.What's more,reciprocal belief could undermine the negative effect of upward social comparison on store patronage intention.
引文
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[19]李博,左停.谁是贫困户?精准扶贫中精准识别的国家逻辑与乡土困境[J].西北农林科技大学学报:社会科学版,2017,17(4):1-7.
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[23]陆欣欣,孙嘉卿.领导-成员交换与情绪枯竭:互惠信念和权力距离导向的作用[J].心理学报,2016,48(5):566-577.
[24]WARD M,BRONIARCZYK S M.Ask and You Shall(Not)Receive:Close Friends Prioritize Relational Signaling over Recipient Preferences in Their Gift Choices[J].Journal of Marketing Research,2016,53(6):1 001-1 018.
[25]PERUGINI M,GALLUCCI M,PRESAGHI F,et al.The Personal Norm of Reciprocity[J].European Journal of Personality,2003,17(4):251-283.
[26]黄家亮.乡土场域的信任逻辑与合作困境:定县翟城村个案研究[J].中国农业大学学报:社会科学版,2012,29(1):81-92.
[27]LEE D Y,DAWES P L.Guanxi,Trust,and LongTerm Orientation in Chinese Business Markets[J].Journal of International Marketing,2005,13(2):28-56.
[28]REMPEL J K, HOLMES J G,ZANNA M P.Trust in Close Relationships[J].Journal of Personality and Social Psychology,1985,49(1):95-112.
[29]GIBBONS F X,BUUNK B P.Individual Differences in Social Comparison:Development of a Scale of Social Comparison Orientation[J].Journal of Personality&Social Psychology,1999,76(1):129-142.
[30]李东进,吴波,武瑞娟.中国消费者购买意向模型——对Fishbein合理行为模型的修正[J].管理世界,2009(1):121-129.
[31]PODSAKOFF P,MACKENZIE S B,LEE J Y,et al.Common Method Biases in Behavioral Research:A Critical Review of The Literature and Recommended Remedies[J].Journal of Applied Psychology,2003,88(5):879-903.
[32]PREACHER K J,RUCKER D D,HAYES A F.Addressing Moderated Mediation Hypotheses:Theory,Methods,and Prescriptions[J].Multivariate Behavioral Research,2007,42(1):185-227.
[2]阎明.“差序格局”探源[J].社会学研究,2016(5):189-214.
[3]KANTSPERGER R,KUNZ W.Consumer Trust in Service Companies:A Multiple Mediating Analysis[J].Social Science Electronic Publishing,2011,20(1):4-25.
[4]张蒙萌,李艳军.农户“被动信任”农资零售商的缘由:社会网络嵌入视角的案例研究[J].中国农村观察,2014(5):25-37.
[5]BUUNK B P,MUSSWEILER T.New Directions in Social Comparison Research[J].European Journal of Social Psychology,2001,31(5):467-475.
[6]WAN L C,WYER R S.Consumer Reactions to Attractive Service Providers:Approach or Avoid?[J].Journal of Consumer Research,2015,42(4):578-595.
[7]GRNROOS C.From Marketing Mix to Relationship Marketing:Towards a Paradigm Shift in Marketing[J].Management Decision,2012,32(4):4-20.
[8]KONG D K,DIRKS K T,FERRIN D L.Interpersonal Trust within Negotiations:Meta-Analytic Evidence,Critical Contingencies,and Directions for Future Research[J].The Academy of Management Journal,2014,57(5):1 235-1 255.
[9]AGARIYA A K,SINGH D. What Really Defines Relationship Marketing?A Review of Definitions and General and Sector-specific Defining Constructs[J].Journal of Relationship Marketing,2011,10(4):203-237.
[10]ARIANI D W. The Relationship between Social Capital,Organizational Citizenship Behaviors,and Individual Performance:An Empirical Study from Banking Industry in Indonesia[J].Journal of Management Research,2012,4(2):226-241.
[11]MULDER L,LANGE P V,BALLIET D.Reward,Punishment,and Cooperation:A Meta-Analysis[J].Psychological Bulletin,2011,137(4):594-615.
[12]李婷婷,李艳军,李万君.基于心理距离情境的农户购买决策中的信任链模式研究[J].预测,2016,35(1):35-42.
[13]孙娟,李艳军.心甘情愿还是情非所愿?——农户农资产品锁定购买行为的驱动因素研究[J].经济管理,2014(11):81-93.
[14]DUFFY A K,SCOTT K L,SHAW J D,et al.A Social Context Model of Envy and Social[J].Academy of Management Journal,2012,55(3):643-666.
[15]EKSTRM K M,HJORT T.Hidden Consumers in Marketing—The Neglect of Consumers with Scarce Resources in Affluent Societies[J].Journal of Marketing Management,2009,25(7/8):697-712.
[16]SHELDON K,GABLE S L,RYAN R M.Daily Well-Being:The Role of Autonomy,Competence,and Relatedness[J].Personality and Social Psychology Bulletin,2000,26(4):419-435.
[17]STAPEL D A,BLANTON H.From Seeing to Being:Subliminal Social Comparisons Affect Implicit and Explicit Self-Evaluations[J].Journal of Personality and Social Psychology,2004,87(4):468-481.
[18]卢宪英.社会比较理论视角下的农村攀比现象考察——以山东省3市10村为例[J].中国农村观察,2014(3):65-72.
[19]李博,左停.谁是贫困户?精准扶贫中精准识别的国家逻辑与乡土困境[J].西北农林科技大学学报:社会科学版,2017,17(4):1-7.
[20]NELSON P.Advertising as Information[J].Journal of Political Economy,1974,82(4):729-754.
[21]MUDAMBI S M,SCHUFF D. What Makes a Helpful Online Review?A Study of Customer Reviews on Amazon.Com[J].MIS Quarterly,2010,34(1):185-200.
[22]TRAMPE D,STAPEL D A,SIERO F W.The Self-Activation Effect of Advertisements:Ads Can Affect Whether and How Consumers Think about the Self[J].Journal of Consumer Research,2011,37(6):1030-1045.
[23]陆欣欣,孙嘉卿.领导-成员交换与情绪枯竭:互惠信念和权力距离导向的作用[J].心理学报,2016,48(5):566-577.
[24]WARD M,BRONIARCZYK S M.Ask and You Shall(Not)Receive:Close Friends Prioritize Relational Signaling over Recipient Preferences in Their Gift Choices[J].Journal of Marketing Research,2016,53(6):1 001-1 018.
[25]PERUGINI M,GALLUCCI M,PRESAGHI F,et al.The Personal Norm of Reciprocity[J].European Journal of Personality,2003,17(4):251-283.
[26]黄家亮.乡土场域的信任逻辑与合作困境:定县翟城村个案研究[J].中国农业大学学报:社会科学版,2012,29(1):81-92.
[27]LEE D Y,DAWES P L.Guanxi,Trust,and LongTerm Orientation in Chinese Business Markets[J].Journal of International Marketing,2005,13(2):28-56.
[28]REMPEL J K, HOLMES J G,ZANNA M P.Trust in Close Relationships[J].Journal of Personality and Social Psychology,1985,49(1):95-112.
[29]GIBBONS F X,BUUNK B P.Individual Differences in Social Comparison:Development of a Scale of Social Comparison Orientation[J].Journal of Personality&Social Psychology,1999,76(1):129-142.
[30]李东进,吴波,武瑞娟.中国消费者购买意向模型——对Fishbein合理行为模型的修正[J].管理世界,2009(1):121-129.
[31]PODSAKOFF P,MACKENZIE S B,LEE J Y,et al.Common Method Biases in Behavioral Research:A Critical Review of The Literature and Recommended Remedies[J].Journal of Applied Psychology,2003,88(5):879-903.
[32]PREACHER K J,RUCKER D D,HAYES A F.Addressing Moderated Mediation Hypotheses:Theory,Methods,and Prescriptions[J].Multivariate Behavioral Research,2007,42(1):185-227.