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销售人员有娃娃脸吃香吗?探讨讯息包装与环境拥挤度对消费者产品评价的干扰影响

【中文摘要】:实务中,销售人员作为面对顾客的第一线,消费者对销售人员的第一印象是评估服务或产品是否具有良好品质的重要线索之一,对消费者的产品评价和购买决策都

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有很大的影响。具有娃娃脸的销售人员比较让人有信赖感,传达的产品讯息也容易获得消费者的认同与信任。本研究以销售人员脸部特徵之研究发现为基础,同时加入讯息包装与环境拥挤度,欲进一步了解娃娃脸与成熟脸的销售人员在不同拥挤环境中如何灵活运用讯息包装使沟通更有效,有效提高消费者的产品评价。
本研究以实验设计法进行,操弄娃娃脸程度(娃娃脸vs.成熟脸)、讯息包装(促

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进讯息vs.预防讯息)与环境拥挤度(拥挤vs.不拥挤)三个自变数,为2x2x2三因子设计,透过虚拟的卖场情境搭配不同的互动情形建立八种不同的实验情境,探讨消费者在不同情境下对产品评价的回应。
研究结果指出,娃娃脸程度与讯息包装会影响到消费者的产品评价,娃娃脸的销售人员传达促进或预防讯息都能有较好的产品评价;而成熟脸则需要侧重于促进讯息包装。拥有不同娃娃脸程度的销售人员在不同的拥挤环境中选择的讯息包装方式对消费者的产品评价存在交互作用。不拥挤的情况之下,娃娃脸的销售人员运用预防讯息包装,成熟脸的销售人员搭配促进讯息包装会使产品评价提升;而在拥挤的情况之下,成熟脸的销售人员无论使用哪种讯息包装都有较好的产品评价,娃娃脸的销售人员则运用促进讯息包装较佳。
【英文摘要】:As the frontline to communicate with customers, sales practitioners have long operated under the assumption that the initial impression of the salesperson is an important cue for customers to evaluate the service or product. The babyfaced salespersons are perceived as more trustful than those with mature face, and thus, have a greater impact on producing agreement with the message. Based on the previous research of the babyface effects, we develop hypotheses of how babyfacedness, message framing and crowding affect product evaluation.
The present study uses experimental design to in

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vestigate the effects of the babyfaceness (babyface vs. mature face), message framing (promotion framing vs. prevention framing) and the crowding (crowded vs. uncrowded). A 2x2x2 factorial design is conducted. Eight different scenarios are established and product evaluation is measured.
The results indicate that, a mature-faced salesperson is more effective in using a promotion-framed message than using a prevention-framed message in terms of product evaluation. However, no such difference is found with a babyfaced salesperson. When the shopping environment is uncrowded, a babyfaced salesperson using a prevention-framed message is more effective than that using a promotion-framed message. Opposite results are found with a mature-faced salesperson. When the shopping environment is crowded, a babyfaced salesperson using a promotion-framed message is more effective than that using a prevention-framed message. No such difference is found with a mature-faced salesperson.
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  • 来源:中山大学;作者:何美玲
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