摘要
信任涉及一个社会的基本秩序,是进行合作、交易的基础,也是激发购买行为发生的关键变量。长期以来,由于大众媒体对非法传销事件的大量负面报道,使消费者对合法直销和非法传销发生了认知上的混淆,从而导致了直销模式不可信的刻板印象的产生。本研究以直销品牌玫琳凯、雅芳和非直销品牌欧莱雅、资生堂为样本,通过心理学的内隐联想测验(IAT,Implicit Association Test)在性别和积极情景线索两个维度的检验中,证实了中国消费者对包括国际著名品牌在内的整个直销行业不信任的刻板印象以及积极情景线索可以起到降低刻板印象的作用。
Trust is closely related to basic social order, and is the base of cooperation and trade. It is also a key variable to stimulate purchasing behavior. For a long time, due to mass negative reports on illegal pyramid selling events from Chinese mass media, consumers are confused about legal direct-selling and illegal pyramid selling, and view them as the same thing, which leads to a stereotype that mode of direet-selling is unreliable. Marketing practice and people＇s rational analysis tends to believe that the stereotype towards direct-selling usually happens when products are low-end and unknown, and consumers do not have bias when products are from big companies and enjoy high popularity and reputation. This paper adopts attitude scale to conduct a pre-test. The test takes direct-selling brands MaryKay and Avon and indirect-selling brands L＇oreal and Shiseido as examples to examine people＇s impression on direct-selling industry and their attitude towards it. Results show that when faced with these famous cosmetics brand, people＇s explicit attitude including popularity, reputation, quality, and loyalty does not show any negative clues on distrustfulness of direct-selling brands. However, applied psychology＇s implicit association test （IAT） this paper uses proves that Chinese consumers do have stereotype towards the whole direct-selling industry including internationally known direct-selling companies. The test is conducted from two dimensions： namely, gender and positive scene clues. No matter scene clues appear or not, gender does not have a significant influence on IAT. It seems that stereotype of direct-selling industry greatly simplifies consumers＇ cognitive and evaluation process towards direct-selling people and direct-selling products, which is why gender difference is not obvious towards stereotype of direct-selling cosmetics brand（s） even when male and female- used cosmetics brand is of low relevance. Research has also found that individual＇s implicit association stereotype will decrease when positive scene clues on direet-selling industry are given.
出处
《南开管理评论》
CSSCI
北大核心
2011年第6期109-115,共7页
Nankai Business Review
基金
国家社会科学基金项目(08BSH003)
南京大学直销研究中心课题资助
关键词
刻板印象
直销
性别
积极情景线索
消费信任
Stereotype
Direct-selling
Gender
Positive Scene Clues
Consumer Trust
