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武汉大学
硕士学位论文
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研究生姓名：黄睿
学号：2018201050303
指导教师姓名、职称：赵晶副教授
学科、专业名称：市场营销
研究方向：消费者行为
2021!6"
Distance produces beauty—the
interactive influence of crowding
information and geographic location
information on consumers'willingness
to visit
By.HuangRui
Jun,2021
#
当路过人潮拥挤的餐馆时，不禁对其投以目光，好奇餐馆里的珍馐美食。当
在浏览信息时，不禁对那些热门打卡景点驻足观望，想着自己也要去一探究竟。
在日常生活，许多人对拥挤的餐馆蜂拥而至，有些却对拥挤的餐馆避而远之，为
什么会产生这样截然不同的两种结果？因此本文对拥挤的双面效应进行了探索。
基于解释水平理论，当消费者的距离更近时，将会产生具像化的心理构建，
消费者在此时会关注更多的具象的、背景化的，非概要性的信息，由于拥挤中的
嘈杂，人多的环境，消费者会本能的采取回避措施。而当消费者的距离较远时，
消费者此时会进行抽象的图示化的思考，因此使用更多的认知性的处理，导致消
费者对拥挤的环境进行了加工，推断出受欢迎的结论，后续将会进行更积极的反
应，提高了消费者的访问意愿。也就是说，当消费者处于远距离时，拥挤信息会
提升消费者的访问意愿；当消费者处于近距离时，拥挤的信息会降低消费者的访
问意愿。而在此过程中消费者将具象的拥挤成本和抽象的拥挤收益共同纳入了考
量中，通过感知稀缺性判断最终进行了访问意愿的决策。
本文通过三个实验对假设进行了验证，首先是通过微博田野实验对远近距离
进行了实际的操控，验证了拥挤信息和地理位置对访问意愿的交互影响；并在此
基础上选择餐馆和景点等分别进行了实验，再次验证了拥挤信息和距离位置对消
费者访问意愿的交互影响，并揭示了感知稀缺性的中介作用。本文从以往的拥挤
作为环境线索的研究扩展到对拥挤信息线索的考量。并且丰富了位置服务广告的
研究，将消费者的位置和宣传内容共同进行探索，从而为企业在宣传店铺火爆信
息提供了切实的指导。
关键词：拥挤信息线索；位置服务广告；感知稀缺性
I
Abstract
When passing by the crowded restaurants,people can't help but cast their eyes on
them,wondering what kind of delicacies are in the restaurant.When browsing
information,people can't help but stop and look at the popular check-in spots,thinking
they have to check it out.In daily life,many people flock to crowded restaurants,but
some avoid crowded restaurants.Why are there such two completely different results?
So this article explores the two-sided effects of crowding.
Based on the Construal Level Theory,When the distance of consumers is closer,
there will be a specific psychological construction.At this time,consumers will pay
more attention to the concrete,background and non-outline information.Due to the
noisy and crowded environment,consumers will instinctively take avoidance measures.
When consumers are far away,they will think abstractly and graphically,so they use
more cognitive processing,which leads to consumers'processing of the crowded
environment,infer the popular conclusion,and then they will have a more positive
response,which improves consumers'willingness to visit.In other words,when
consumers are in a long distance,crowded information will enhance consumers'
willingness to visit;when consumers are in a close distance,crowded information will
reduce consumers'willingness to visit.In this process,consumers consider both the
concrete crowding cost and the abstract crowding benefit,and finally make the decision
of access intention through the judgment of perceived scarcity.
In this paper,three experiments are carried out to verify the hypothesis.Firstly,the
micro blog field experiment is used to control the distance and verify the interaction
between crowding information and geographical location on access intention;On this
basis,we choose restaurants and scenic spots to test the interaction between crowding
information and distance location on consumers'willingness to visit,and reveal the
mediating role of perceived scarcity.This paper extends the previous research on
crowding as environmental cues to the consideration of crowding information cues.It
also enriches the research of location-based service advertising,explores the location
of consumers and the publicity content together,so as to provide practical guidance for
enterprises to publicize the hot information of stores.
KEYWORD：Crowding Information Cues,Location Based Advertising,Perceived
Scarcity
II
目录
1绪论.........................................................................................................1
1.1研究背景...........................................................................................1
1.1.1营销现象.....................................................................................1
1.1.2研究缺口.....................................................................................1
1.1.3研究意义.....................................................................................2
1.2研究内容...........................................................................................3
1.2.1行文框架.....................................................................................3
1.2.2研究内容.....................................................................................4
1.2.3研究方法.....................................................................................5
2文献综述.................................................................................................6
2.1文献梳理框架...................................................................................6
2.2拥挤研究综述...................................................................................7
2.2.1拥挤的概念和来源.....................................................................7
2.2.2拥挤感知的影响.........................................................................8
2.2.3拥挤信息的影响.........................................................................9
2.2.4拥挤相关的理论.......................................................................10
2.3基于位置服务研究综述.................................................................12
2.3.1基于位置服务...........................................................................12
2.3.2位置信息的影响.......................................................................12
2.3.3位置服务广告...........................................................................14
3研究模型及假设..................................................................................18
3.1理论基础—解释水平理论............................................................18
3.2拥挤信息对访问意愿的影响........................................................19
3.3位置信息对访问意愿的交互效应................................................21
3.4感知稀缺性的中介作用.................................................................21
4实验设计...............................................................................................23
4.1实验1:交互效应(田野实验)..........................................................23
4.1.1实验设计与数据收集...............................................................23
4.1.2实验数据结果...........................................................................24
4.2实验2:交互效应............................................................................24
4.2.1实验设计与数据收集...............................................................25
4.2.2实验数据结果...........................................................................25
4.2.3实验结果讨论...........................................................................27
4.3实验3:中介效应............................................................................27