分类号密级公开
U D C 编号10486
武汉大学
硕士学位论文
社群优惠待遇发放带来的负面社会
影响及其应对策略
研究生姓名：蔺良通
学号：2020201050274
指导教师姓名、职称：黄敏学教授
学科、专业名称：市场营销
研究方向：社群营销
2023年5月
The negative social impact of community
preferential treatment and its coping
strategies
By Lin Liangtong
May ,2023
摘要
在线下购物场景中给部分顾客发放优惠待遇是企业维系客户关系的重要手
段，然而随着线上社群的发展，企业发放优惠待遇的模式已经发生了改变。以往
研究从个体的视角出发，探究优惠待遇的特点(类型、水平等)对消费者的影响。
然而在社群场景下，消费者能够获取更多优惠待遇的信息，更有可能进行社会比
较。优惠待遇发放将消费者分为了受惠者和未受惠者，根据相对剥夺感理论，本
文认为发放优惠待遇会使社群中的未受惠者产生相对剥夺感，进而影响后续行为
倾向。本文在社群购物情景中选择抽奖活动这种优惠待遇形式，对假设进行验证。
结合社群优惠待遇特点—优惠待遇发放方式(随机发放vs 平均发放)和群体成员
关系特征—群体关系规范(共有规范vs 交换规范)，探究如何降低未受惠者的相
对剥夺感。
研究一通过以淘宝直播间现金红包抽奖为研究背景的2个情景实验，证明了
在不同优惠待遇水平下，没有得到优惠待遇会让未受惠者产生相对剥夺感，降低
直播间购物意愿，同时排除了公平感作为替代性解释的可能。研究二将研究视角
转移到未受惠者，结合优惠待遇发放方式和未受惠者所处的群体关系规范，探究
如何降低未受惠者的相对剥夺感。在直播间现金红包抽奖和微博平台抽奖两种
研究情景下，采用了2(优惠待遇发放方式：随机发放vs 平均发放)×2(群体
关系规范：共有规范vs 交换规范)的组间实验设计，证明了二者交互作用会对
未受惠者相对剥夺感产生影响；在共有规范的社群中，采用随机发放的方式，未
受惠者的相对剥夺感较低，购买意愿较高。在交换规范的社群中，采用平均发放
的方式，未受惠者的相对剥夺感较低，购买意愿较高。研究2c 收集了微博平台
上真实的优惠待遇信息和未受惠者评论数据，发现共有规范的铁粉在平均发放
时更容易发表负面评论，交换规范的非铁粉在随机发放时更容易发表负面评论，
增强了研究二的现实意义。
本文证实了在社群中发放优惠待遇时，未受惠者群体与受惠者群体的之间存
在负面社会比较，进而产生相对剥夺感，给企业带来负向影响。此外，本文深化
了对社群中不同关系类型的用户心理差异性的理解；共有规范的用户希望保持群
体之间的一致性，交换规范的用户希望利益最大化。企业在社群优惠待待遇发放
过程中，要尽可能降低未受惠者与受惠者之间的社会比较。本文提出；在共有(交
换)规范的社群中发放优惠待遇时采用随机(平均)发放的方式，可以降低社群成
员之间的负面对比，提升经营效果。
关键词：社群优惠待遇；相对剥夺感；关系规范
I
Abstract
Granting preferential treatment to some customers in offline shopping scenarios is
an important means for enterprises to maintain customer relations.Previous studies
explored the impact of the characteristics (types and levels)of preferential treatment on
consumers from the perspective of individuals.However,in the community scenario,
consumers can obtain more information about preferential treatment and are more likely
to make social comparisons.The granting of preferential treatment divides consumers
into beneficiaries and non-beneficiaries.In this paper,the preferential treatment form
of lottery is selected in the community shopping scenario to verify the hypothesis.
Combining the characteristics of community preferential treatment-preferential
treatment distribution method (random distribution vs average distribution)and the
characteristics of group membership-group relationship norm (common norm vs
exchange norm),this paper explores how to reduce the relative deprivation of the non-
beneficiaries.
Through two scenario experiments with the Taobao live broadcast cash red
envelope lottery as the research background,Study 1proves that under different levels
of preferential treatment,the lack of preferential treatment will make consumers feel
relative deprivation and reduce their shopping intention in live broadcast,and at the
same time,the possibility of justice as an alternative explanation is excluded.Research
2shifts the research perspective to consumers who do not receive preferential treatment
(non-beneficiaries),and explores how to reduce the relative deprivation of non-
beneficiaries by combining the way of granting preferential treatment and the group
relationship norms of the non-beneficiaries.In the two research scenarios of live
broadcast cash red envelope lottery and Weibo platform lottery,the intergroup
experimental design of 2(preferential treatment distribution method:random
distribution vs average distribution)×2(group relationship norm:common norm vs
exchange norm)is adopted,which proves that the interaction between the two will
affect the relative deprivation of the unbenefited.In communities with shared norms,
the non-beneficiaries have lower relative deprivation and higher purchase intention
when random distribution is used.In communities with exchange norms,the non-
beneficiaries have lower relative deprivation and higher purchase intention when they
are distributed evenly.Study 2c collected the real preferential treatment information
and the comment data of the non-beneficiaries on the Weibo platform,and found that
the iron fans with common norms were more likely to make negative comments when
the average distribution was made,and the non-iron fans with exchange norms were
more likely to make negative comments when the random distribution was made,which
enhanced the practical significance of Study 2.
This paper confirms that when preferential treatment is given in the community,
there is a negative social comparison between the group of non-beneficiaries and the
group of beneficiaries,which leads to a sense of relative deprivation and a negative
impact on enterprises.In addition,this paper deepens the understanding of the
psychological differences of users with different relationship types in the community;
Users who share norms want to maintain consistency between groups,and users who
II
exchange norms want to maximize benefits.In the process of community preferential
treatment,enterprises should minimize the social comparison between the non-
beneficiaries and the beneficiaries.This paper proposes that;The random (average)
distribution of preferential treatment in the community with common (exchange)norms
can reduce the negative comparison among community members and improve the
operation effect.
Key words：Community preferential treatment;Relative deprivation;Relationship
norms
III