情绪工作对购买意向的影响:基于微表情探索
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- 英文论文题名：The Influence of Emotional Labor on Purchase Intention:An Exploration on Micro-expressions
- 论文作者：汪梅子 ; 顾源 ; 钟建安
- 英文论文作者：Wang Meizi ; Zhejiang University
- 年：2015
- 作者机构：浙江大学心理与行为科学系;
- 论文关键词：消费者 ; 微表情 ; 购买意向 ; 情绪工作 ; 售货员
- 英文论文关键词：Consumers ; Micro-expression ; Purchase intention ; Emotional labor ; Salesman
- 会议召开时间：2015-10-16
- 会议录名称：第十八届全国心理学学术会议摘要集——心理学与社会发展
- 英文会议录名称：Proceedings of the 18th National Academic Congress of Psychology
- 语种：中文
- 分类号：B842.6
- 学会代码：ZGXG
- 会议名称：第十八届全国心理学学术会议
- 会议地点：中国天津
- 主办单位：中国心理学会
- 学会名称：中国心理学会
- 页数：2
- 文件大小：776k
- 原文格式：D
- 会议级别：全国
摘要
情绪工作是指在员工表现出组织要求的情绪的行为。情绪工作通过表层扮演,深层扮演和自然流露实现,具体从面部表情,肢体动作以及语言得到体现。微表情是持续时间在1/25s到1/5s之间的表情,个体在试图隐藏内心真实想法时会泄露出来。售货员的表现对于顾客的影响一直是一个受到关注的研究主题,Sharma提出消费者对于售货员的第一印象会影响信息加工过程,若消费者认为的售货员对自己的态度会对消费者产生影响,如果消费者认为售货员对自己是有积极的态度的,那么他的信息加工和对商品的态度就会得到增强,相反,如果消费者认为售货员对自己的态度是消极的,那么他的购买意向就会表现得更低。本研究假设售货员进行情绪工作时,表现出的情绪可能并非真实的情绪,售货员进行表层扮演时,微表情会泄露其真实情绪,无论消费者是否能够有意识地识别微表情,都会影响消费者对商品的评价和购买意向。研究模拟了消费场景,呈现不同类型的描述信息和微表情视频,采用微表情判断和商品评价任务,探索了积极、消极以及中性的情绪线索和积极、消极、中性的微表情对消费者商品评价、购买意向的影响,以及消费情绪体验在其中的中介作用。结果发现微表情情绪越积极,消费者对商品的购买意向越高,商品评价越高,而消费者自身的情绪部分中介了微表情对购买意向的影响。由此可见,当消费者能够感知到时,售货员的积极的情绪会对消费者的消费倾向有积极的作用,本文对组织上对销售人员管理的意见和未来研究的方向有一定启示。
Emotional labor is the display of expected emotions by service agents during service encounters. It is performed through surface acting and deep acting, and by facial expressions, gestures and words. Micro-expressions are facial expressions which are fleeting and reveal genuine emotions that people try to conceal. The influence of salespeople's performance on customers has been an area of extensive research interest. And when salespeople are performing different kinds of emotional labor, it is likely that the displayed emotion is not the same as the true emotion. This article examines a potentially important area — the influence of salespeople's micro-expressions effect toward customers on their perceived value and purchase intention. This research establishes a relationship between retail salespeople's emotional performance and its influence towards customers. Managerial implications of the research are suggested and directions for future research proposed
Emotional labor is the display of expected emotions by service agents during service encounters. It is performed through surface acting and deep acting, and by facial expressions, gestures and words. Micro-expressions are facial expressions which are fleeting and reveal genuine emotions that people try to conceal. The influence of salespeople's performance on customers has been an area of extensive research interest. And when salespeople are performing different kinds of emotional labor, it is likely that the displayed emotion is not the same as the true emotion. This article examines a potentially important area — the influence of salespeople's micro-expressions effect toward customers on their perceived value and purchase intention. This research establishes a relationship between retail salespeople's emotional performance and its influence towards customers. Managerial implications of the research are suggested and directions for future research proposed
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