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首页> 外文期刊>Journal of Business Research >The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations
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The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations

机译：服务场景的激发力量：在服务环境驱动的调用之后，消费者对操纵意图的推断

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Interactions between consumers and the servicescape favor value creation. To this regard, the potential influence of the servicescape on consumer service experience is of most importance. While consumers have been perceived as active and willing to co-create value, this research shows that this is not the case when the servicescape triggers inferences of manipulative intent (IMI) and consumers consequently exhibit lower shopping intentions. In particular, in a context where the literature has overlooked how incongruency may affect IMI, this research focuses on how consumers react when the evocations driven from the servicescape contradict product properties. More specifically, this research investigates how discrepancies between (1) the actual properties of the merchandise and (2) those that are driven by the servicescape lead to IMI and subsequent shopping intentions. Results from an experiment demonstrate that when the evoked and actual properties of the merchandise are incongruent, consumers tend to infer that the servicescape is manipulative, resulting in a decrease in shopping intentions. (C) 2016 Elsevier Inc. All rights reserved.
机译：消费者和服务领域之间的互动有利于创造价值。就此而言，服务环境对消费者服务体验的潜在影响最为重要。尽管消费者被认为是积极主动的并且愿意共同创造价值，但这项研究表明，当服务景象触发操纵意图（IMI）推断并且消费者表现出较低的购物意愿时，情况并非如此。特别是，在文献中忽略了不一致的情况如何影响IMI的情况下，本研究着重于当服务景象驱动的消费与产品属性矛盾时，消费者如何做出反应。更具体地说，本研究调查（1）商品的实际属性与（2）由服务环境驱动的商品之间的差异如何导致IMI和随后的购物意图。实验结果表明，当商品的外观和实际属性不一致时，消费者倾向于推断出服务场景具有操纵性，导致购物意向下降。 （C）2016 Elsevier Inc.保留所有权利。

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