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社会拥挤对创造性消费的影响及机制研究
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Abstract:
本文通过线上线下四个行为实验，研究了社会拥挤如何影响个体的认知与行为。结果发现社会拥挤能够正向影响消费者的创造力水平，并且能够影响创新产品态度与选择。直觉性思维在其中发挥中介作用，即社会拥挤会导致消费者注意力分散，采用直觉启发式思维，从而提高了消费者的创造力。最后，我们讨论了本研究的理论贡献和管理启示，提出了研究不足与展望。
Using data from four behavior experiments, both online and offline, this paper investigates how social crowding affects individuals’ perceptions and behaviors. The results found that social crowding can positively affect consumers’ creativity and can influence innovative product attitudes and choices. Intuitive thinking plays a mediating role, and social crowding leads consumers to distract themselves and adopt intuitive heuristics, thus increasing their creativity. Finally, we discuss the theoretical contributions and managerial implications of this study and present research gaps and perspectives.
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