消费者对平台卖家亲组织非伦理行为的反馈效应——基于自我决定理论

Feedback Effect of Consumers on Unethical Pro-Organizational Behaviors of Platform Sellers —Based on the Self-Determination Theory

中文关键词:  亲组织非伦理行为(UPB)  道德自我形象  感知  自我意识状态  自我建构倾向  价值共创

英文关键词:unethical pro-organizational behaviors (UPB)  moral self-image  perception  state of self-awareness  self-construal tendency  value co-creation

中文摘要:

      近年来,平台卖家诱导好评、虚假宣传等亲组织非伦理行为(UPB)屡禁不止,主要原因在于消费者之间存在自身的价值观与认知等差异,一些消费者会对卖家的此类行为采取容忍、帮助、推荐、反馈等参与价值共创的回应。基于自我决定理论,通过三个实验探索了道德自我形象与感知平台卖家UPB对消费者参与价值共创的交互影响机制。实验结果发现:高道德自我形象的消费者更易感知到平台卖家UPB正面性,从而对参与价值共创产生正向影响；当启动自我意识状态时,消费者感知平台卖家UPB与道德自我形象的交互效应消失；高道德自我形象×感知正面性→主体自我意识状态→互依型自我建构倾向→消费者参与价值共创的间接效应显著,低道德自我形象×感知负面性→客体自我意识状态→独立型自我建构倾向→消费者参与价值共创的间接效应显著。为解决平台卖家的亲组织非伦理问题,平台卖家应增强自身管理的自觉性,平台企业则应加强对消费者的教育与引导,并落实监管主体责任,强化对平台卖家UPB的监管。

英文摘要:

      In recent years, platform sellers' unethical pro-organizational behaviors (UPB), such as soliciting positive reviews and engaging in false advertising, have continued unabated despite repeated prohibitions. This persistence can largely be attributed to the varying values and perceptions among consumers; some may respond to these behaviors by participating in value co-creation through tolerance, assistance, recommendations, and feedback. Grounded in the self-determination theory, this research investigates the interactive mechanisms through which moral self-image and perceived UPB of platform sellers influence consumer participation in value co-creation through three experiments. The experimental findings indicate that consumers possessing a high moral self-image are more inclined to perceive the positive aspects of platform sellers' UPB, thereby fostering a favorable impact on their participation in value co-creation; when the state of self-awareness is activated, the interaction effect between consumers' perceptions of platform sellers' UPB and their moral self-image diminishes; the indirect effect of high moral self-image × perceived positive aspects → subject's state of self-awareness → interdependent self-construal tendency → consumer participation in value co-creation is significant; and the indirect effect of low moral self-image × perceived negative aspects → object's state of self-awareness → independent self-construal tendency → consumer participation in value co-creation is significant. To tackle platform sellers' UPB, these sellers should bolster their self-management practices, while platform enterprises ought to enhance consumer education and guidance, as well as fulfill their regulatory responsibilities by intensifying oversight of platform sellers' UPB. 