手工产品的溢价效应：基于多重中介模型

摘要/Abstract

摘要： 随着生产技术的不断创新和生产方式的快速发展，效率更高、成本更低和柔性更强的机械化或智能化生产模式已经成为当今产品生产的主导，而手工生产模式已经处在日益被淘汰的边缘。观察和研究发现，消费者对两种生产模式所生产的产品存在不同的认知和情感，并进而会影响他们的产品评价和购买意愿。但已有的研究认为手工生产产品（简称手工产品）较之于机器生产产品（简称“机制”产品）更容易赢得消费者的青睐是源于“爱”，很显然该解释存在具体性不足的问题。而本研究认为，手工产品更容易唤起消费者的心理意象，而心理意象会驱动消费者产生心理所有权和心理安全感并进而会产生溢价效应。通过3个实验，研究发现：（1）手工产品较之于“机制”产品更容易产生溢价效应；（2）手工产品的溢价效应存在多重中介机制，例如“心理意象→心理所有权”和“心理意象→心理安全感”等，同时有效排除了传统文化认同感的中介效应；（3）认知资源会调节手工产品的心理意象，并进而影响其心理所有权与心理安全感，最终会影响到手工产品的溢价效应。该研究结论不仅对深化和完善手工效应、心理意象、心理所有权和心理安全感等具有重要的理论意义，而且对厂商改变生产方式、促进手工产品销售和消费者理性看待手工产品、不断提高消费能力有重要的实践意义。

关键词: 手工产品, 心理意象, 心理所有权, 认知资源, 溢价效应

Abstract: With the continuous innovation of production technology and the rapid development of production mode, the mechanized or intelligent production mode with higher efficiency, lower cost and stronger flexibility has held the dominant position, leaving the handmade mode on the edge of disuse. Both observations and researches show that consumers have different cognition and affect toward the products produced by the two production modes, and then have different feedback and purchase willingness. Unfortunately, existing researches hold that the more favor that the handmade products gain from consumers than the machine-made products derive from "love". Obviously this explanation falls short of justifiability and also involves cross-culture issue. In view of this, the research holds that, compared with machine-made products, handmade products are better able to arouse consumers' mental imagery, which evokes consumers' psychological ownership and psychological security and finally turn into the premium effect. Across 3 experiments, the findings indicate that (1) the handmade products generate more easily the premium effect than the machine-made products; (2) the premium effect of the handmade products derives from a mechanism of multiple mediators, for example, from mental imagery to psychological ownership and from mental imagery to psychological security. Meanwhile, traditional culture identity's alternative explanation is also eliminated effectively; (3) the cognitive resource will moderate the influence of the handmade products on mental imagery, which in turn influences psychological ownership and psychological security, and finally influences the premium effect of the handmade products. These conclusions have not only an important theoretical signification in deepening or improving such some important theories as the handmade effect, mental imagery, psychological ownership, psychological security and so on, but also an important managerial implication for manufacturees to change the production mode in order to promote sale of handmade products, and for consumers to rationally treat the handmade products.

Key words: the handmade products, mental imagery, psychological ownership, cognitive resource, the premium effect

刘建新, 范秀成, 张成虎. 手工产品的溢价效应：基于多重中介模型[J]. 管理评论, 2021, 33(8): 171-184.

Liu Jianxin, Fan Xiucheng, Zhang Chenghu. The Premium Effect of the Handmade Products: Based on a Model of Multiple Mediators[J]. Management Review, 2021, 33(8): 171-184.

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