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报复欲望和回避欲望:实用性和享乐性产品失败后消费者反应的性别差异 被引量：21

Desire for Revenge and Desire for Avoidance: The Gender Differences in Consumers' Responses to Utilitarian vs. Hedonic Product Failure
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摘要 通过情景实验的方法,本研究考察了消费者在实用性和享乐性产品失败后产生报复欲望和回避欲望时的性别差异。研究发现,男性消费者在产品失败后比女性消费者产生更强烈的报复欲望,这种性别差异在享乐性产品失败和实用性产品失败的情景中均十分显著。同时,女性消费者在产品失败后比男性消费者产生更强烈的回避欲望,这种性别差异在享乐性产品失败(与实用性产品失败相比)的情况下更为显著。 Based on a lab experiment, the present research investigates the gender differences in consumers＇ desire for revenge and de sire for avoidance after experiencing utilitarian or hedonic product failure. The results show that for both utilitarian and hedonic product failures, the effect of failure severity on consumers＇ desire for revenge is more pronounced for men than for women. In contrast, the effect of failure severity on consumers＇ desire for avoidance is more pronounced for women than for men, and such gender difference is salient for hedonic （vs. utilitarian） product failure only.
作者 庞隽 宋卓昭 吕一林
机构地区 中国人民大学商学院 中国联通集团研究院
出处 《管理评论》 CSSCI 北大核心 2014年第2期92-103,共12页 Management Review
基金 国家自然科学基金面上项目(71072146) 国家自然科学基金青年科学基金项目(71102104)
关键词 报复欲望 回避欲望 性别 实用性产品失败 享乐性产品失败 desire for revenge, desire for avoidance, gender, utilitarian product failure, hedonic product failure
分类号 F274 [经济管理—企业管理] C913.68 [经济管理] F224 [经济管理—国民经济]
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参考文献40

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二级参考文献70

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共引文献34

同被引文献229

引证文献21

二级引证文献171

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