关于逆营销对消费者购买决策和购后消费的影响研究：基于解释水平理论的视角

The continued growth of consumption has led to series of problems, such as the degradation of environment, the depletion of natural resources, and the more pressing health concerns. Marketers have to reexamine the basic objective of marketing. The demarketing which is defined as the practice of demand reduction has been recognized and emphasized increasingly. However, the success of demarketing depends on the effectiveness of changing consumers' purchase and consumption behavior. The present research explores the mechanism underlying the process that demarketing influence purchase decision and postpurchase consumption based on the perspective of construal level theory. In particular, the research 1) explores the psychological process that psychological distance and construal level influence the purchase decision and postchoice consumption with both qualitatively and quantitatively approaches; second, 2)explores the impact of demarketing on the perceived psychological distance and construal level of consumers; 3)explores the mediation role of the congruence of psychological distance and construal level in the effect of demarketing on consumer purchase decision and postchoice consumption. Finally, by introducing moderators such as goal setting, the research constructs an integral model and theoretical system for the effectiveness of demarketing on consumer purchase and postpurchase consumption decisions, and further develops effective strategies and suggestions for practical demarketing campaigns. Since prior research on demarketing is scarce, the findings of the research project not only enrich the theoretical system of demarketing, but also offer theoretical basis and operational guidance for practical demarketing activities.

由于消费快速增加而导致的环境恶化、资源加速消耗，以及人们健康水平降低等问题，使得营销界进一步反思营销的基本目标。以减少需求为目标的逆营销逐渐获得越来越多的重视。但逆营销能否成功的关键在于能否改变消费者的购买和消费行为。本研究从解释水平理论的视角出发，研究逆营销影响消费者购买和购后消费的作用路径。内容如下：一分别从定性和定量角度探索心理距离和解释水平影响消费者购买选择和购后消费的心理机制；二探索逆营销策略对消费者感知心理距离和解释水平的影响；三探索心理距离和解释水平一致程度在逆营销影响购买和购后消费过程中所起的中介作用。最后引入目标设定等影响变量，构建完整的逆营销对消费者购买选择和购后消费行为的影响模型和系统的理论体系，并提出实务性的策略和建议。由于目前理论界和实践领域对逆营销的研究是不足的，本项目研究成果不仅丰富了现有的逆营销理论体系，还将对逆营销的实践提供有效的理论依据和指导。

消费快速增加而导致的环境恶化、资源加速消耗，以及人们健康水平降低等问题，以减少不必要的需求而获取可持续发展为目标的逆营销逐渐获得越来越多的重视。但逆营销能否成功的关键在于能否改变消费者的购买和消费行为。本项目从解释水平理论的视角出发，研究逆营销影响消费者购买和购后消费的作用路径。. 本项目的主要研究内容包括：一分别从定性和定量角度探索心理距离和解释水平影响消费者购买选择和购后消费的心理机制；二探索逆营销策略对消费者感知心理距离和解释水平的影响；三探索心理距离和解释水平一致程度在逆营销影响购买和购后消费过程中所起的中介作用。最后构建完整的逆营销对消费者购买选择和购后消费行为的影响模型和系统的理论体系，并提出实务性的策略和建议。. 本项目的重要结果包括几个方面：一是从机制上验证了消费者购买决策时的心理距离和逆营销诉求信息解释水平的匹配程度对消费者购买选择存在影响。匹配程度越高，即近心理距离对应于低解释水平的逆营销信息，远心理距离对应于高解释水平的逆营销信息，能够使得消费者越认同逆营销的诉求，减少消费；二是发现和验证了企业实施逆营销的价值所在，即企业在实施逆营销策略时，尽管减少了销售，但由于成功的逆营销使得消费者愿意支付价格提高，对企业态度更积极、更正面和对产品的再购买意愿提升，企业将能够长期获利，建立可持续发展的优势。三是提出了具体的逆营销实施策略，为企业、组织或政府实施逆营销提供了很有价值的参考。. 尽管逆营销日益受到重视，但由于目前理论界和实践领域对逆营销的研究是不足的，这很大程度上制约了逆营销的实践应用。本项目研究成果从心理机制上和应用策略上丰富了现有的逆营销理论体系，对逆营销的实践提供了有效的理论依据和指导。