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消费扶贫是中国精准扶贫战略的重要构成部分，也是社会力量参与脱贫攻坚的重要途径。作为扶贫产品的特殊标识，扶贫标签通过传递官方属性和道德意义影响消费者行为。基于意义构建理论和社会信息加工理论，三项实验系统探讨了扶贫标签对消费者溢价支付意愿的影响及作用机制。结果发现：带有扶贫标签的产品相较于无标签产品会显著提升消费者的溢价支付意愿，消费使命感和亲社会动机在此过程中起着中介作用。此外，当扶贫标签以拟人化方式呈现时，主效应进一步增强。研究结论拓展了道德标签、使命感与亲社会动机领域的理论成果，并为扶贫产品的传播与营销实践提供了管理启示。
Abstract：Targeted poverty alleviation through consumption is a vital component of China's national poverty alleviation strategy and a key channel for social participation in poverty reduction efforts. As a distinctive identifier of poverty alleviation products, the poverty-alleviation label conveys both official authority and moral significance, thereby influencing consumer behavior. Drawing on Meaning Construction Theory and Social Information Processing Theory, this study conducts three experiments to systematically examine the impact of poverty-alleviation labels on consumers ' willingness to pay a premium and the underlying psychological mechanisms. The results show that products with a poverty-alleviation label significantly increase consumers ' willingness to pay a premium compared to those without such a label. Furthermore, consumption mission and pro-social motivation serve as mediators in this process. Additionally, the effect is further enhanced when the label is presented in an anthropomorphic format. These findings contribute to the theoretical understanding of moral labeling, consumption mission, and pro-social motivation, and provide practical implications for the communication and marketing of poverty-alleviation products.
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(1)https://www.lsz.gov.cn/ztzl/rdzt/tpgjzt/tpyw/201909/t20190905_1252426.html.
(2)https://baijiahao.baidu.com/s?id=1642614767508077121.
(3)https://fupin.ggtxsc.com/html/fpjs4.
(4)https://www.nongjiao.com/news/read-30395.html.
(5)https://mbd.baidu.com/newspage/data/dtlandingsuper?nid=dt_4213846041872004469&sourceFrom=search_a.
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2025.06.002
中图分类号:F323.8
引用信息:
[1]王新刚,李秀秀,李祖兰.扶贫标签的溢价效应研究：消费使命感和亲社会动机的并行中介作用[J].商业经济与管理,2025,No.404(06):22-32.DOI:10.14134/j.cnki.cn33-1336/f.2025.06.002.
基金信息:
国家自然科学基金面上项目“社交媒体环境下被伤害品牌的自我救赎逻辑研究：群体极化理论视角”(72272150); 湖北省高等学校优秀中青年科技创新团队(T202004)
2025-07-24
2025
2025-08-10
2025
1
2025-06-15
2025-06-15