调节聚焦与心理距离对新能源汽车采用的交互影响：信息框架的视角
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摘要
能源和环境双重危机驱动新能源汽车加速发展，而新能源汽车却始终“叫好不叫座”。作为一种承载了较多社会利益的不连续创新产品，新能源汽车的采用远不是一个瞬间行为，而是包含了从认知到决策等一系列复杂的心理变化过程。然而，目前政府和业界都未注重深入理解和把握这一过程，消费者对新能源汽车尤其是其利益的认知不足，导致其采用决策过程严重受阻。如何正确引导消费者的心理认知，从而有效激发其采用新能源汽车的意愿？这成为当前新能源汽车推广迫切需要解决的战略议题之一。现有新能源汽车消费者层面的国内外研究，仅停留在对态度、偏好及采用意愿等的解释与预测，尚没有针对消费者心理变化过程的研究；以往创新采用研究虽已有提及预期结果对采用行为意愿的影响，但还没有探讨如何引导消费者对结果的心理感知来激发其采用意愿的过程机理。
鉴于此，考虑到新能源汽车核心利益可以体现为当前和将来利益、个人和社会利益、当地和全国利益等不同维度“心理距离”的特点，本研究基于其利益诉求的信息框架，同时引入调节聚焦的概念，从调节聚焦与心理距离交互的视角，着重研究了以下内容：第一，在时间距离维度下，探讨强调“当前”及“将来”利益在不同调节聚焦信息框架下如何能更有效地激发不同调节聚焦个体采用新能源汽车意愿的机理；第二，在社会距离维度下，探讨强调“利己”及“利社会”的利益在不同调节聚焦信息框架下如何能更有效地激发不同调节聚焦个体采用新能源汽车意愿的机理；第三，在空间距离维度下，探讨强调“当地”及“全国”利益在不同调节聚焦信息框架下如何能更有效地激发不同调节聚焦个体采用新能源汽车意愿的机理；第四，基于以上研究，提出推进新能源汽车采用的营销策略建议，以助于激发消费者采用新能源汽车的意愿。
本研究运用心理学实验方法，设计了三个三因素双水平析因实验验证研究假设。实验一从时间距离框架出发检验强调当前或将来利益与信息及个体调节聚焦的协同匹配效应。结果发现，强调当前利益的促进聚焦信息诉求最能激发促进聚焦消费者采用新能源汽车的意愿，而强调将来利益的预防聚焦信息诉求最能激发预防聚焦消费者的采用意愿。实验二进一步从社会距离维度检验强调利己或利社会利益与信息及个体调节聚焦的协同匹配效应。结果发现，强调利己的促进聚焦信息诉求最能激发促进聚焦消费者采用新能源汽车的意愿，而强调利社会的预防聚焦信息诉求最能激发预防聚焦消费者的采用意愿。实验三通过引入空间距离框架对新能源汽车的社会利益（主要是环境利益）进行细化和区分，检验强调对当地有利或对全国有利与信息及个体调节聚焦的协同匹配效应。结果发现，强调当地利益的促进聚焦信息诉求最能激发促进聚焦消费者采用新能源汽车的意愿，而强调全国利益的预防聚焦信息诉求最能激发预防聚焦消费者的采用意愿，而且，实验三还发现，强调全国利益的促进聚焦信息诉求也能有效激发促进聚焦消费者的采用意愿。
总体而言，本研究通过上述三个实验验证了时间、社会及空间三个维度心理距离框架与信息调节聚焦以及个体调节聚焦对增强新能源汽车采用意愿的协同作用，也揭示了不同维度心理距离框架下其影响效应大小及方向的不同之处。本文的理论贡献在于：第一，首次系统性地探讨了时间距离、社会距离及空间距离等三种不同维度心理距离框架对消费者行为反应的影响；第二，创新性地将调节聚焦信息框架及个体调节聚焦引入节能环保型创新产品采用研究，并进一步挖掘了激发不同调节聚焦个体最大采用意愿的途径；第三，首次厘清了时间距离、社会距离及空间距离等三种不同维度心理距离框架对调节关联效应的边界影响；第四，提出了一种新的、协同的调节匹配形式，即心理距离框架与信息调节聚焦及个体调节聚焦的协同匹配能更大程度地激发消费者的积极行为反应。此外，文章还提出了基于心理距离与调节聚焦推进新能源汽车采用的一系列营销策略建议，以期为新能源汽车企业的营销推广实践及政府推广新能源汽车的公共营销活动提供实践指导。
The increasingly severe dual crisis of energy security and environment pollutionaccelerates the development of new energy vehicles. However, the "praised" newenergy vehicles are facing with a promotion dilemma. As a discontinuous innovationproduct which is bearing more social benefits, the adoption of new energy vehicle isfar from being a momentary behavior, but contains a series of complex psychologicalprocess from awareness to the decision-making. However, neither the government northe industry has focused on in-depth understanding and grasping this process, and theconsumers are lacking of awareness of new energy vehicles, especially of the benefits,resulting in their decision-making process been suffered serious setbacks. Therefore,how to properly guide the psychological perception of consumers, in order toeffectively stimulate the adoption of new energy vehicles? This becomes one of thestrategic issues which needs urgent solutions for both of the government and themanufactures to improve the adoption of new energy vehicles. Existing researches onnew energy vehicles at the consumer level, domestic and overseas, focus only onexplaining and predicting the attitudes, preferences and intentions to adopt, yet littlehas been studied on the consumer’s psychological changes in the adoptiondecision-making process. Besides, although the innovation adoption researches in thepast have addressed the effects of expected consequences on the adoption behavioralintention, but the underlying mechanism of how to guide consumers’ psychologicalperceptions of the consequences to stimulate their intentions to adopt has not yet beenexplored, either.
In view of these research gaps, and taking into account that new energy vehicles’core benefits can be reflected in the characteristics of different dimensions ofpsychological distance, such as the present and future benefits, pro-personal andpro-social benefits, local and national benefits and so on, the author, drawing onpsychological distance theory and introducing regulatory focus theory, focuses mainlyon the following four research objectives from a message framing perspective basedon the interactive effect of psychological distance and regulatory focus: Firstly, fromthe temporal distance dimension, to explore the underlying mechanism of how tostimulate promotion-and prevention-focused individuals’ intentions to adopt newenergy vehicles more effectively through promotion-and prevention-focused messageframing which is emphasizing on the present or future benefits; Secondly, from thesocial distance dimension, to investigate the mechanism of how to stimulate promotion-and prevention-focused individuals’ intentions to adopt new energyvehicles more effectively through promotion-and prevention-focused messageframing which is emphasizing on the pro-self or pro-social benefits; Thirdly, from thespatial distance dimension, to probe the mechanism of how to stimulate promotion-and prevention-focused individuals’ intentions to adopt new energy vehicles moreeffectively through promotion-and prevention-focused message framing which isemphasizing on the pro-local or pro-national benefits; Finally, to put forward someforward-looking and more practical marketing strategically suggestions andrecommendations, based on the above research findings, in order to improve theadoption of new energy vehicles.
Applying with experimental research method, this dissertation designs three2(individuals’ regulatory focus: promotion vs. prevention) by2(message’s regulatoryfocus: promotion vs. prevention) by2(psychological distance framing: near vs.distant) between-subjects factorial experiments to test the hypotheses. Experiment1examines the synergistic fit effect of temporal distance framing of the present orfuture benefits and message’s and individuals’ regulatory focus. The results show thatthe emphasis on the present benefits through promotion-focused message framing willstimulate the most intentions to adopt new energy vehicles by the promotion-focusedconsumers, while the emphasis on the future benefits by prevention-focused messageframing appeals most to stimulate prevention focused consumers' willingness to adopt.Experiment2further investigates from the social distance dimension, addressing thesynergistic fit effect of social distance framing of the pro-self or pro-social benefitsand message’s and individuals’ regulatory focus. The results show that the emphasison promotion-framed pro-self benefits motivates the most to promote the willingnessof the promotion focused consumer adoption of new energy vehicles, whereas theemphasis on prevention-framed pro-social benefits appeals most to stimulate theadoption intention of prevention focused consumers. Moreover, experiment3exploresthe synergistic fit effect more depthly through the spatial distance framing of thesocial benefits of the new energy vehicles (mainly environmental benefits) byfocusing on the local and national benefits. The results show that the benefits of thelocal focus in a promotion frame can promote most the promotion-focused consumers’adoption of new energy vehicles, and the benefits of the national focus in a preventionframe can stimulate prevention focused consumers’ willingness to adopt the most.What’s more, experiment3also found that the emphasis on the benefits at the national level in a promotion frame can also stimulate promotion-focused consumers'willingness to adopt.
Overall, this dissertation discusses the synergy mechanism of the effects oftemporal, social and spatial distance framing and regulatory focus message framingand individuals’ regulatory focus on the adoption of new energy vehicles throughthree studies. It also reveals that the different dimensions of psychological distanceframework vary in the specific case of the impact magnitude and direction. Thetheoretical contributions lie in the following four aspects: First, it is the first time tosystematically investigate the effects of psychological distance framing on consumerbehavior in three different dimensions, i.e., temporal distance, social distance andspatial distance; Second, the author innovatively introduces the regulatory focusmessage framing and individuals’ regulatory focus to the research domain ofinnovative products adoption on energy conservation and environmental protection,and further excavates ways to stimulate different regulatory focused consumers’willingness to adopt; Third, it clarifies the function of the psychological distanceframing in three different dimensions, temporal distance, social distance and spatialdistance, as a new boundary condition of regulatory relevance effect for the first time;Fourth, it proposes a new and synergistic regulatory fit effect of the framing ofpsychological distance, message’s regulatory focus and individuals’ regulatory focus,which can stimulate consumers’ positive behavioral responses to a greater extent. Inaddition, the dissertation also brings forward a series of marketing strategies ofimproving the adoption of new energy vehicles based on psychological distance andregulatory focus, providing practical implications for the manufactures marketingpractices and the government public marketing campaigns.
鉴于此，考虑到新能源汽车核心利益可以体现为当前和将来利益、个人和社会利益、当地和全国利益等不同维度“心理距离”的特点，本研究基于其利益诉求的信息框架，同时引入调节聚焦的概念，从调节聚焦与心理距离交互的视角，着重研究了以下内容：第一，在时间距离维度下，探讨强调“当前”及“将来”利益在不同调节聚焦信息框架下如何能更有效地激发不同调节聚焦个体采用新能源汽车意愿的机理；第二，在社会距离维度下，探讨强调“利己”及“利社会”的利益在不同调节聚焦信息框架下如何能更有效地激发不同调节聚焦个体采用新能源汽车意愿的机理；第三，在空间距离维度下，探讨强调“当地”及“全国”利益在不同调节聚焦信息框架下如何能更有效地激发不同调节聚焦个体采用新能源汽车意愿的机理；第四，基于以上研究，提出推进新能源汽车采用的营销策略建议，以助于激发消费者采用新能源汽车的意愿。
本研究运用心理学实验方法，设计了三个三因素双水平析因实验验证研究假设。实验一从时间距离框架出发检验强调当前或将来利益与信息及个体调节聚焦的协同匹配效应。结果发现，强调当前利益的促进聚焦信息诉求最能激发促进聚焦消费者采用新能源汽车的意愿，而强调将来利益的预防聚焦信息诉求最能激发预防聚焦消费者的采用意愿。实验二进一步从社会距离维度检验强调利己或利社会利益与信息及个体调节聚焦的协同匹配效应。结果发现，强调利己的促进聚焦信息诉求最能激发促进聚焦消费者采用新能源汽车的意愿，而强调利社会的预防聚焦信息诉求最能激发预防聚焦消费者的采用意愿。实验三通过引入空间距离框架对新能源汽车的社会利益（主要是环境利益）进行细化和区分，检验强调对当地有利或对全国有利与信息及个体调节聚焦的协同匹配效应。结果发现，强调当地利益的促进聚焦信息诉求最能激发促进聚焦消费者采用新能源汽车的意愿，而强调全国利益的预防聚焦信息诉求最能激发预防聚焦消费者的采用意愿，而且，实验三还发现，强调全国利益的促进聚焦信息诉求也能有效激发促进聚焦消费者的采用意愿。
总体而言，本研究通过上述三个实验验证了时间、社会及空间三个维度心理距离框架与信息调节聚焦以及个体调节聚焦对增强新能源汽车采用意愿的协同作用，也揭示了不同维度心理距离框架下其影响效应大小及方向的不同之处。本文的理论贡献在于：第一，首次系统性地探讨了时间距离、社会距离及空间距离等三种不同维度心理距离框架对消费者行为反应的影响；第二，创新性地将调节聚焦信息框架及个体调节聚焦引入节能环保型创新产品采用研究，并进一步挖掘了激发不同调节聚焦个体最大采用意愿的途径；第三，首次厘清了时间距离、社会距离及空间距离等三种不同维度心理距离框架对调节关联效应的边界影响；第四，提出了一种新的、协同的调节匹配形式，即心理距离框架与信息调节聚焦及个体调节聚焦的协同匹配能更大程度地激发消费者的积极行为反应。此外，文章还提出了基于心理距离与调节聚焦推进新能源汽车采用的一系列营销策略建议，以期为新能源汽车企业的营销推广实践及政府推广新能源汽车的公共营销活动提供实践指导。
The increasingly severe dual crisis of energy security and environment pollutionaccelerates the development of new energy vehicles. However, the "praised" newenergy vehicles are facing with a promotion dilemma. As a discontinuous innovationproduct which is bearing more social benefits, the adoption of new energy vehicle isfar from being a momentary behavior, but contains a series of complex psychologicalprocess from awareness to the decision-making. However, neither the government northe industry has focused on in-depth understanding and grasping this process, and theconsumers are lacking of awareness of new energy vehicles, especially of the benefits,resulting in their decision-making process been suffered serious setbacks. Therefore,how to properly guide the psychological perception of consumers, in order toeffectively stimulate the adoption of new energy vehicles? This becomes one of thestrategic issues which needs urgent solutions for both of the government and themanufactures to improve the adoption of new energy vehicles. Existing researches onnew energy vehicles at the consumer level, domestic and overseas, focus only onexplaining and predicting the attitudes, preferences and intentions to adopt, yet littlehas been studied on the consumer’s psychological changes in the adoptiondecision-making process. Besides, although the innovation adoption researches in thepast have addressed the effects of expected consequences on the adoption behavioralintention, but the underlying mechanism of how to guide consumers’ psychologicalperceptions of the consequences to stimulate their intentions to adopt has not yet beenexplored, either.
In view of these research gaps, and taking into account that new energy vehicles’core benefits can be reflected in the characteristics of different dimensions ofpsychological distance, such as the present and future benefits, pro-personal andpro-social benefits, local and national benefits and so on, the author, drawing onpsychological distance theory and introducing regulatory focus theory, focuses mainlyon the following four research objectives from a message framing perspective basedon the interactive effect of psychological distance and regulatory focus: Firstly, fromthe temporal distance dimension, to explore the underlying mechanism of how tostimulate promotion-and prevention-focused individuals’ intentions to adopt newenergy vehicles more effectively through promotion-and prevention-focused messageframing which is emphasizing on the present or future benefits; Secondly, from thesocial distance dimension, to investigate the mechanism of how to stimulate promotion-and prevention-focused individuals’ intentions to adopt new energyvehicles more effectively through promotion-and prevention-focused messageframing which is emphasizing on the pro-self or pro-social benefits; Thirdly, from thespatial distance dimension, to probe the mechanism of how to stimulate promotion-and prevention-focused individuals’ intentions to adopt new energy vehicles moreeffectively through promotion-and prevention-focused message framing which isemphasizing on the pro-local or pro-national benefits; Finally, to put forward someforward-looking and more practical marketing strategically suggestions andrecommendations, based on the above research findings, in order to improve theadoption of new energy vehicles.
Applying with experimental research method, this dissertation designs three2(individuals’ regulatory focus: promotion vs. prevention) by2(message’s regulatoryfocus: promotion vs. prevention) by2(psychological distance framing: near vs.distant) between-subjects factorial experiments to test the hypotheses. Experiment1examines the synergistic fit effect of temporal distance framing of the present orfuture benefits and message’s and individuals’ regulatory focus. The results show thatthe emphasis on the present benefits through promotion-focused message framing willstimulate the most intentions to adopt new energy vehicles by the promotion-focusedconsumers, while the emphasis on the future benefits by prevention-focused messageframing appeals most to stimulate prevention focused consumers' willingness to adopt.Experiment2further investigates from the social distance dimension, addressing thesynergistic fit effect of social distance framing of the pro-self or pro-social benefitsand message’s and individuals’ regulatory focus. The results show that the emphasison promotion-framed pro-self benefits motivates the most to promote the willingnessof the promotion focused consumer adoption of new energy vehicles, whereas theemphasis on prevention-framed pro-social benefits appeals most to stimulate theadoption intention of prevention focused consumers. Moreover, experiment3exploresthe synergistic fit effect more depthly through the spatial distance framing of thesocial benefits of the new energy vehicles (mainly environmental benefits) byfocusing on the local and national benefits. The results show that the benefits of thelocal focus in a promotion frame can promote most the promotion-focused consumers’adoption of new energy vehicles, and the benefits of the national focus in a preventionframe can stimulate prevention focused consumers’ willingness to adopt the most.What’s more, experiment3also found that the emphasis on the benefits at the national level in a promotion frame can also stimulate promotion-focused consumers'willingness to adopt.
Overall, this dissertation discusses the synergy mechanism of the effects oftemporal, social and spatial distance framing and regulatory focus message framingand individuals’ regulatory focus on the adoption of new energy vehicles throughthree studies. It also reveals that the different dimensions of psychological distanceframework vary in the specific case of the impact magnitude and direction. Thetheoretical contributions lie in the following four aspects: First, it is the first time tosystematically investigate the effects of psychological distance framing on consumerbehavior in three different dimensions, i.e., temporal distance, social distance andspatial distance; Second, the author innovatively introduces the regulatory focusmessage framing and individuals’ regulatory focus to the research domain ofinnovative products adoption on energy conservation and environmental protection,and further excavates ways to stimulate different regulatory focused consumers’willingness to adopt; Third, it clarifies the function of the psychological distanceframing in three different dimensions, temporal distance, social distance and spatialdistance, as a new boundary condition of regulatory relevance effect for the first time;Fourth, it proposes a new and synergistic regulatory fit effect of the framing ofpsychological distance, message’s regulatory focus and individuals’ regulatory focus,which can stimulate consumers’ positive behavioral responses to a greater extent. Inaddition, the dissertation also brings forward a series of marketing strategies ofimproving the adoption of new energy vehicles based on psychological distance andregulatory focus, providing practical implications for the manufactures marketingpractices and the government public marketing campaigns.
引文
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