实际触觉特征与替代触觉特征对产品评价的影响：触觉情感反应的作用

Product haptic/touch sensory property shows huge marketing potential, which is transmitted by its impact on the product evaluation. Exploring surrogates for real/physical product touch sensory property has been spurred by the fact of numerous purchase circumstances of an inability to physically touch the product such as shopping online. Taking the rational cognitive information processing approach, the vast majority of extant research ignored the emotional experience approach which demonstrated by the fact that the existing studies about products’ haptic perception not only paid little attention to the products’ haptic affective response, but also have not yet realized the important role of products’ haptic affective response in the influence of products’ haptic sensory property on product evaluation. In view of this, our study intends to testify the role of haptic affective response under the influence of product haptic sensory property on product evaluation. In order to investigate the three-path mediated effect of real haptic affective response to psychological ownership or/and psychological ownership to real haptic affective response on the influence of product haptic sensory property on product evaluation, a joint significant test, regression module with interaction items, the constrained nonlinear regression (CNLR) module and structural equation modeling were used to analyze the data and compare the models. In order to testify whether surrogated written haptic affective response can moderate the influence of surrogated written haptic sensory property on product evaluation, a 2 × 2 × 2 × 2 mixed factorial design experimental procedure was used, with one within-subject factor and three between-subject factors. The research conclusions would supply the product manufacturer with suggestions on how to design haptic product and execute haptic sensory marketing strategies, provide advices for the retailer about how to take full advantages of products’ haptic sensory property, particularly haptic affective response, to promote the sale of products, and benefit the consumer by boosting their products’ haptic sensational experience.

产品触觉特征具有巨大的市场营销价值，在消费者无法直接触摸产品的情境中，替代触觉特征研究显得尤为急切。现有绝大多数研究遵循触觉认知信息加工的理性研究取向，几乎完全忽略了触觉情感体验的感性研究取向：触觉情感反应及其作用。在形成触觉情感反应量表的基础上，本研究主要探讨了触觉情感反应在产品触觉特征影响产品评价中的作用，具体包括：（1）采用联合检验、含交互项的回归及带约束的非线性回归法并结合结构方程模型，探讨实际触觉特征影响产品评价中，触觉情感反应通过心理所有权和/或心理所有权通过触觉情感反应的多重中介作用；（2）采用2 × 2 × 2 × 2的混合实验设计，探讨文字描述替代触觉情感反应在文字描述替代触觉特征影响产品评价中的调节作用。研究结果的价值或作用主要有：指导生产商开展产品触觉特征和触觉情感反应设计；鼓励并指导零售商充分利用产品触觉特征和触觉情感反应以促进销售；丰富消费者的触觉感官体验生活。

触觉情感反应在产品触觉特征影响消费者行为中具有重要价值。现有研究甚少注意到情感反应对产品评价的影响，更未意识到情感反应在产品触觉特征影响产品评价中的重要作用。研究首先考查了产品触觉的重量特征、消费者感知质量与购买意愿之间的关系，采用方差分析、Bootstrap、回归等数据分析方法对二手数据和情境实验数据进行了分析，结果发现产品重量和消费者产品评价间显著相关。接着，研究进一步考查了产品触觉的材质属性影响消费者购买中情感反应的中介作用，结果发现情感反应能显著中介了材质特征对购买意愿的影响，触觉个体差异能显著调节材质触觉对情感反应的影响。其次，研究进一步探究了被动身体触摸体验对辣味的影响，采用实验法分析发现：坐在柔软的软垫椅子/柔软的无扶手凳子上的参与者对辣香干的辣味感觉，比那些坐在坚硬的木椅/坚硬的无扶手凳子上的被试更加强烈，研究者解释认为是舒适且放松的情感反应起到了作用。最后，研究者进一步将触觉延伸至课堂教学情境中，发现不同性别教师在课堂教学中通过肢体接触学生而引起的情感反应具有显著差异。研究结论能够用于指导生产商开展产品触觉特征和触觉情感设计并实施触觉感官营销战略；鼓励并指导零售商充分利用产品触觉特征和触觉情感以促进销售；丰富消费者的触觉感官体验。