Purpose This study aims to explore whether romantic emotional experiences influence new product adoption intentions through the lens of novelty-seeking. Design/methodology/approach To evaluate the assertions, the authors conduct five studies to test the proposed model. Study 1 surveys multiple product categories to examine dispositional romanticism. Studies 2–5 use experiments to test the effect of induced romance, mediation via novelty-seeking and moderation by product knowledge. Findings Romantic experiences are associated with higher new product adoption intention, and this relationship operates through increased novelty-seeking behaviour. The effect is weaker when consumers have higher relevant product knowledge. Originality/value While prior work has documented multiple drivers of new product adoption, including product innovativeness and quality, affective influences have not been sufficiently explored. This study focuses on the more specific construct of romantic aesthetic emotion and tests whether it functions as an underlying source of novelty-oriented motivation in the context of new products. The results reveal the circumstances in which romantic cues are more likely to support new product marketing.

The coronavirus disease (COVID-19) pandemic has prompted scholars to investigate the consumption phenomena during public health emergencies. Nonetheless, there remains a limited understanding of how quarantine measures influence consumer behavior, particularly in relation to food consumption. This study employed five studies to examine the impact of quarantine on consumers’ food consumption choices (hedonic consumption) through the lens of emotion regulation and attribution theories. The findings revealed the following: (1) Quarantine measures during public health emergencies encourage consumers’ hedonic consumption. (2) Quarantined individuals exhibit heightened deservingness compared with those who are not quarantined, leading to an increased willingness for hedonic consumption; (3) Furthermore, individuals in voluntary quarantine demonstrated stronger deservingness than those in mandatory quarantine, resulting in a greater propensity for hedonic consumption; (4) Resilience moderated the effect of quarantine on hedonic consumption. Individuals with low resilience exhibited stronger deservingness and were more inclined to indulge during quarantine than their high-resilience counterparts, who showed no significant differences between quarantine and non-quarantine conditions during public health emergencies; (5) The interactive effect of deservingness and self-control influenced consumers’ hedonic consumption choices during quarantine events. Specifically, individuals with high self-control abilities mitigate the impact of quarantine on unhealthy consumption, providing insights for developing interventions to improve mental health and sustainable allocation of consumption resources during public health crises.

Previous research has primarily compared the distinct features and outcomes of experiential versus material purchases, but few have explored when and why consumers prefer experiences over material goods. This study explores the emotional factors driving preferences for experiential consumption, specifically focusing on romantic experiences, which are valued but underexplored in consumption research. Across six studies, we show that romantic experiences influence individuals' choices (Study 1) and behavioral intentions (Study 2) to favor experiential over material goods. This effect is driven by the search for true self-knowledge (Studies 3 and 4). However, it weakens when the purchase is not self-directed (Study 5) or when individuals are from more individualistic cultures (Study 6). These findings enhance our understanding of romance as a self-awareness emotion and provide insights into using romantic appeal to promote experiential product purchases.

Although conformity is frequently used to increase the appeal of popular tourism products, research on the drivers of tourist conformity is limited. Using laboratory experiments conducted in China, we demonstrate that the emotion of awe, which is often experienced while traveling but seldom investigated in the tourism literature, may have a novel influence on tourist conformity that has been overlooked so far. We conducted three studies using different manipulation methods and tourism purchase scenarios to provide convergent evidence that participants who experience awe (vs. neutral states) prefer majority-endorsed tourism-related products over minority-endorsed ones. Moreover, the effect of awe on conformity is partly mediated by social connectedness. Our findings shed light on the emotional determinants of tourist conformity, enrich research on the consequences of awe, and have useful managerial implications for tourism practices in terms of guiding consumer conformity by managing tourists' emotional experiences.

Romantic experiences are positive emotional experiences that significantly affect people's lives and consumption behaviors. Extant research merely conceptualizes romantic experiences as intimate relationships between lovers and investigates their impact on the consumption of specific products (e.g., sweets, movies, and tourist destinations). In this study, we extend the concept of romantic experience beyond romantic love and demonstrate how romantic experience influences consumers' preferences for self-improvement products based on the broaden-and-build theory through four experiments. Specifically, we show that romantic experiences (vs. neutral experiences) increase consumers' preference for self-improvement products, even in areas unrelated to the initial romantic stimuli (Study 1). This greater inclination toward self-improvement products is mediated by a heightened sense of meaning in life (Studies 2 and 3). Moreover, the focal effect is moderated by self-construal (Study 4). These findings complement those of previous studies on how romantic experiences influence consumption choices.

Based on the perspective of anticipated happiness, three studies were conducted to confirm the influence of individual’s orientation to happiness（OTH） on purchase type preference, and also verify the mediating role of long-term utility concern. Study 1 found that compared with hedonic OTH,eudemonic OTH can lead consumers to pay more attention to the long utility of products and future self, in turn to enhance the preferences of material products. In addition, purchase pre-ference is manifested not only in the financial cost input to the product（study 1A）,but also in the time cost input to the pro-duct（study 1B）. This effect is robust even after controlling the purchase objectives（study 2）. However, when experiential products also provide long-term utilities, the effect of OTH on purchase type preference will be weakened（study 3）.

Previous studies address consumers' emotions as an endogenous consequence of the service experience and assume that consumers base their decisions to forgive on the service situation's features; however, they rarely mention the role of the emotions that people might be experiencing, for reasons unrelated to the service failure itself. The current study thus considers a foundational but rarely examined human experience in business settings, awe, as well as its prosocial effect in service encounters. Incidental awe might alleviate the negative impacts of a service failure and enhance consumer forgiveness, through self-diminishment processes. Using four scenario-based experiments, referring to four types of service failures (outcome, process, controllable, and uncontrollable failures), this study tests for the positive effect of awe on consumers' inclination to forgive service failures and the mediating role of the small self in this effect. The present research thus enriches understanding of consumer forgiveness due to incidental emotions, which offers marketers some insights into how they might leverage methods that affect consumers' incidental emotions to encourage consumer forgiveness in service failures.

本文基于社会联结的研究视角,探讨了消费者的敬畏情绪对从众选择意愿的影响,并综合采用问卷调查法和实验法,对敬畏情绪、社会联结以及从众消费三者之间的关系进行了检验.结果 表明:敬畏情绪倾向和诱发敬畏情绪状态均可有效提升个体的社会联结水平以及预测个体的从众消费意愿;社会联结对敬畏情绪与从众消费之间的关系起到了部分中介作用.本文扩展了敬畏情绪的研究领域以及从众消费的情绪前因变量和心理机制研究.建议企业可尝试将敬畏情绪的诱发因素直接引入到日常营销场景中;既可使用间接手段定位处于高水平敬畏情绪体验的人群,也可采用营销手段提升消费者的社会联结,更好地引导消费者的从众偏好.

以往研究认为满足基本生活需求后,消费者购买与幸福感不显著相关.近期研究发现,购买是否能够提升幸福感,取决于如何购买,例如购买体验产品比物质产品更有利于提升幸福感,但存在边界条件.文章从个人层面的享乐适应、预期利益、非对称后悔视角及社会层面的社会利益视角对这一结论进行解释,并从个人因素、情境因素及幸福感的类型三个层面识别了物质购买在提升幸福感上表现更优异的边界条件,同时对该领域未来可能的创新研究方向进行展望.

整合品牌依恋和自我一致性理论,通过732份来自中国消费者的运动鞋品牌调查问卷,采用结构方程模型方法,研究了运动鞋品牌个性的结构及其对消费者品牌依恋的影响机制.结果表明:运动鞋的品牌个性的包括4个维度:胜任、吸引力、刺激和创新.运动鞋品牌个性显著影响自我一致性和品牌依恋.其中,胜任和刺激不仅直接影响品牌依恋,还通过真实自我和理想自我一致性对品牌依恋间接影响品牌依恋,理想自我一致性则完全中介了吸引力和创新维度对品牌依恋的影响.研究结论为运动品牌厂商开展定位和营销诉求提供了实践性指导,但网络样本的特征在一定程度上限制了研究结论的普适性.未来的研究可以根据运动鞋购买频率、性别或职业等对目标人群进行分类,探讨不同特征消费群体的运动鞋品牌依恋的形成机制.

绿色消费需要牺牲个人短期利益以换取公众长期利益, 这给绿色消费的推广带来了阻碍.传统绿色消费行为影响因素研究大多侧重于个体认知变量,较少探讨对个体行为影响更为直接和深刻的情绪因素.本研究聚焦于个体普遍经历的一种特定情绪——敬畏对绿色消费行为的影响, 并试图从联结性视角解释敬畏对绿色消费行为的作用机理.实证研究结果表明, 敬畏情绪可以积极影响个体的自然联结和社会联结, 并提升绿色消费行为.性别调节了敬畏情绪对绿色消费行为的作用.研究结论证实了绿色环保理念可以通过影响个体情绪来实现, 对于采用柔性方式提升绿色消费价值观及引导绿色消费行为具有重要的理论意义和实践意义.

小微企业对于我国经济和民生的发展具有重要意义,但总体存活率较低,又因其特殊的组织结构和管理方式,导致以大中型企业为研究对象的传统营销理论部分失灵.通过对653家中国新创小微企业的问卷调查数据,本研究从企业最关键的利益相关者——顾客的视角出发,采用结构方程模型和多重线性回归的方法实证检验了一个提升小微企业营销绩效的理论模型.研究发现:利用新创企业资产和实施顾客导向是小微企业增加营销绩效的两种有效途径,且新创企业资产比顾客导向对小微企业营销绩效影响更大.顾客认知合法性感知也对小微企业绩效具有显著积极影响,并在新创企业资产、顾客导向与小微企业营销绩效的关系中起中介作用.竞争强度负向调节了新创企业资产与顾客认知合法性感知的关系.

Nowadays, short-distance recreational activities are increasingly favored by urban residents, who prefer rural tourist area as the destination of their trips. The research takes Nanjing rural tourism as an example, aiming to uncover the deficiencies in function and service of the rural smart tourism mobile market at present which will lay a foundation for the constructing a micro-platform for rural tourism service in the future.

To examine the role of third parties in trust repair processes, this study uses a policy-capturing design. The third party's tactics (persuasion, guarantee) and characteristics (relational closeness between third party and victim, power of third party) relate strongly and positively to trust repair and specifically to a victim's willingness to reconcile with a trust violator, which ultimately leads to continuance of collaboration intentions. In addition, persuasion is more effective than guarantees in this process. The effects of tactics and characteristics also interact to influence the outcomes. This article concludes with some practical implications of these findings and recommendations for future research.

已有消费者动态度满意的研究大多以日用消费品为研究对象,较少关注耐用消费品.本文构建了一个耐用消费品产品属性偏好对消费者动态满意度的影响机制模型.采用问卷调查法,收集了218位大众汽车车主的消费数据,进行层级回归分析,研究结果表明:偏好功能属性的消费者动态满意度水平保持得较好;偏好象征属性的消费者的动态满意度水平随时间下降得较快;消费者在使用过程中的情绪反应对消费者动态满意度有显著负向影响,且在产品属性偏好与消费者动态满意度的关系中起到了部分中介作用.最后,本文建议:耐用消费品企业应该改变营销理念,更加关注消费者的动态满意度,通过增强功能属性的变动性、正确引导消费者的产品属性偏好、建设同品牌消费者互动社区的方法来减缓消费者的享乐适应速度,从而增强消费者的动态满意度.研究结论不仅能为消费者理智消费提供正确指导,也为耐用消费品企业改变营销理念、制定恰当的营销战略提供有价值的参考.

基于工具-象征理论框架,本文将体育用品品牌重购行为的影响因素划分为自我概念一致性和功能一致性,构建了自我概念一致性、功能一致性、品牌关系质量和体育用品品牌重购行为的关系模型,并采用结构方程模型的方法,验证了该模型.研究表明:自我概念一致性和功能一致性都对体育用品重购行为有显著积极影响;自我概念一致性对功能一致性有显著积极影响;品牌关系质量在自我概念一致性-品牌重购行为、功能一致性-品牌重购行为间起到了部分中介作用.研究结果进一步完善和丰富了体育用品重购行为理论,也为体育用品品牌营销提供了有效的方向性指导.

从享乐适应的视角出发,采取实验法研究了不同附加纪念类型(附加公共纪念和附加个人纪念)对产品持续满意度的影响.研究发现:与附加公共纪念的产品相比,附加个人纪念的产品的消费者享乐适应速度更慢,消费者持续满意水平也更高,并且产品附加纪念通过享乐适应影响消费者持续满意度,而顾客参与程度显著调节附加纪念对享乐适应的作用.

小微企业不仅是推动中国经济发展的重要力量,也对中国民生具有重要意义.然而,目前中国大部分小微企业生存状况并不乐观,这一现实矛盾引发了大量学者的研究兴趣.但已有关于新创小微企业营销绩效的研究被割裂从属为创业研究和营销研究两个领域,一方面,创业研究者过多地强调新创小微企业的新创弱性,忽视了企业因为新创可能具有的优势特征对企业绩效的积极影响;另一方面,新创小微企业因其特殊的组织结构和管理方式导致以成熟大中型企业为研究对象的传统营销理论部分失灵.因此,缺乏专门针对新创小微企业营销绩效的系统研究.从顾客合法性感知视角出发,整合创业领域的新创企业特征理论和营销领域的市场导向理论,以工具-象征框架为理论框架,构建新创小微企业营销绩效影响因素的系统模型.利用中国4个城市的629家新创小微企业的问卷调查数据,采用结构方程模型方法开展实证检验.研究结果表明,充分利用新创企业资产和实施市场导向是新创小微企业提升营销绩效的两种有效途径.新创企业资产对新创小微企业意义尤其重大,它不仅对新创小微企业营销绩效具有显著的直接影响,还通过提升顾客关于企业的适应合法性感知给新创小微企业营销绩效带来积极影响;竞争导向对新创小微企业的营销绩效具有直接积极影响,也以顾客的适应合法性感知为部分中介对营销绩效产生间接影响;顾客导向对顾客的创新合法性认知有积极作用,但顾客导向和顾客的创新合法性认知对新创小微企业的营销绩效没有显著影响.关注顾客合法性感知对新创小微企业的重要意义,从顾客感知视角提供了新创小微企业战略选择的方向,研究结果对于新创小微企业改善和提升营销绩效实践提供了新的视角和方向.

本文以餐饮服务业为例，从体验价值角度出发，探讨核心/外围服务对顾客满意度的影响作用，并分析了新老顾客对服务属性偏好的差异及其对顾客满意度的作用。研究结果显示，餐饮业的核心服务和外围服务同时对顾客满意度存在显著正向影响，对于新顾客而言，餐饮业的外围服务对其满意程度的影响更大，而核心服务则对老顾客的服务满意度影响更大，体验价值在其中起到了关键的中介作用。