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管理学院教师冯文婷和研究生易梦洁在旅游管理一区期刊发表论文
2021年05月31日 09:26  点击:

我院教师和研究生所著论文“How being envied shapes tourists’ relationships with luxury brands:A dual-mediation model”(作者:冯文婷,杨鑫,于洋,易梦洁)在国际旅游管理顶级学术期刊《Tourism Management》(IF=7.432)发表。《Tourism Management》是旅游管理的一区期刊。

文章链接如下:https://www.sciencedirect.com/science/article/abs/pii/S0261517721000637

题目:被妒忌体验如何影响游客与奢侈品牌的关系——一个双重中介模型

摘要:社交媒体平台为游客提供了自我展示的媒介,奢侈品牌管理者也希望藉由游客发布的正面口碑提升品牌知名度。近期研究表明,社交媒体中奢侈品牌的正面口碑容易引发口碑接收者的妒忌情绪,但鲜有研究讨论被妒忌体验对口碑发布者的影响。

本研究探讨了当口碑发布者因所分享的奢侈品牌而被他人妒忌时,被妒忌体验如何影响他们与奢侈品牌的关系。三个实验的结果表明:当口碑发布者感到自身被善意(恶意)妒忌时,他们可能体验到更强的自豪感(焦虑感),且这种情绪会进一步迁移到品牌之上,引发更强(更弱)的自我品牌联结。而且,当口碑发布者和接收者之间有更为紧密的社会关系时,被妒忌体验对自我品牌联结有更显著的影响。

研究1表明,当游客因所分享的奢侈品牌口碑被他人妒忌时,被善意妒忌体验有助于增强他们的自我品牌联系,而被恶意妒忌则可能使游客“恨屋及乌”,反而弱化了与品牌的关系。中介分析结果表明:自豪感在被善意妒忌的正面效应中发挥中介效应,而焦虑感在被恶意妒忌的负面影响中起到中介作用。

研究2揭示了口碑发布者与接收者社会关系强度的调节作用:当评论发布者与评论接受者关系更为紧密时,被善意和恶意妒忌体验对自我品牌联结的影响更加显著。同时,研究2再次验证了被善意(恶意)妒忌对自我品牌联结的正面(负面)影响,以及骄傲和焦虑的中介作用。

研究3再次检验了社会联系强度对被善意或恶意妒忌体验影响的调节作用。

Wenting Feng, Irina Y. Yu*, Morgan X. Yang, Mengjie Yi. (2021). How being envied shapes tourists’ relationships with luxry brands: A dual-mediation model. Tourism Management, 86, 104344.

Abstract: Positive reviews of luxury brands on social media provide tourists with an opportunity for self-presentation. Recent studies have suggested that these reviews can easily trigger envy in receivers, yet few studies have discussed the effect of envy on review writers.

This research examined the effects of review writers’ perceptions of being envied on their relationships with the luxury brands they shared on social media. The results of three experiments in vacation scenarios showed that writers were more likely to feel pride (anxiety) when they were benignly (maliciously) envied, eliciting a stronger (weaker) self-brand connection. The effect of being envied was stronger when writers and receivers had strong (vs. weak) ties.

Study 1 showed that being benignly envied reinforced consumers’ self-brand connection, whereas being maliciously envied weakened their relationship with the brand. Moreover, the positive influence of being benignly envied was mediated by pride, whereas the negative effect of being maliciously envied was mediated by anxiety.

Study 2 revealed the positive impacts of being benignly envied, the negative influences of being maliciously envied, and the mediating roles of pride and anxiety. Furthermore, the results showed that the impacts of being envied were more salient when the review writers had strong ties with the review receivers.

Study 3 revalidated the moderating effect of tie strength on the effect of being benignly or maliciously envi.

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