摘要
营销实践中越来越多的信息开始通过手写体的形式传递。手写体可以赋予产品人的存在感,多数研究表明该策略通常能够引发积极的营销效果。然而,本研究通过1项二手数据研究和3项实验发现,由于感知稀缺会降低个体对他人的信任倾向,因此对于感知稀缺的消费者而言,包装上印有手写体反而会比机器体导致更低的产品评价。首先,二手数据研究表明,与高感知稀缺相关的主观收入水平与主观社会阶层,均对信任倾向具有负面影响。其次,实验1表明,对于感知稀缺被操纵的被试而言,手写体比机器体引发了更低的产品评价。实验2证明,信任倾向是感知稀缺发挥调节作用的内在机制:感知稀缺降低了个体对他人的信任倾向,而信任倾向进一步调节了字体类型对产品评价的影响。实验3表明,产品使用场景可以调节感知稀缺的调节作用。仅当广告强调产品为独自使用时,感知稀缺才能调节字体类型对产品评价的影响;而当强调产品用于与亲友分享时,感知稀缺的调节作用则消失。
This research,using one secondary data analysis and three experiments,reveals that perceived scarcity reduces consumers trust in others,which in turn moderates the effect of typeface on product evaluations.The secondary data analyses show that perceived scarcity is negatively related to trust in others.In Study 1,when perceived scarcity is not induced,handwritten typefaces lead to higher product evaluations than machine-written typefaces.However,under conditions of perceived scarcity,hand-written typefaces result in lower product evaluations compared to machine-written typefaces.Study 2 further confirms that perceived scarcity diminishes trust in others,thus moderating the impact of typeface on product evaluations.Finally,Study 3 shows that the product usage context influences this moderating effect:perceived scarcity only moderates the impact of typeface on product evaluations when the advertisement focuses on personal use,but this effect disappears when the emphasis is on sharing the product with family and friends.
作者
宋文静
侯广旭
赵玥
杨璐
黄韫慧
Song Wenjing;Hou Guangxu;Zhao Yue;Yang Lu;Huang Yunhui(School of Business,Nanjing University;College of Economics and Management,Nanjing Agricultural University)
出处
《营销科学学报》
2026年第2期1-20,共20页
Journal of Marketing Science
基金
国家自然科学基金面上项目(72172059)的资助。
关键词
感知稀缺
信任倾向
手写体
字体偏好
产品评价
resource scarcity
trust propensity
hand-written typeface
preference for typefaces
product evaluation
