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首页> 外文期刊>Journal of Service Research >Sharing Goods? Yuck, No! An Investigation of Consumers' Contamination Concerns About Access-Based Services
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Sharing Goods? Yuck, No! An Investigation of Consumers' Contamination Concerns About Access-Based Services

机译：分享货物？哎呀，不！消费者污染问题对基于访问的服务的关注

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摘要

Although access-based services (ABS) offer many benefits, convincing consumers to use these service innovations remains challenging. Research suggests that contamination concerns are an important barrier to consumer adoption of ABS; they arise when a person believes someone else has touched an object and transferred residue or germs. However, systematic examination of this phenomenon is lacking. We conduct four experiments to determine (1) the impact of contamination concerns on consumer evaluations of ABS, (2) when such concerns become salient in ABS, and (3) how ABS providers can reduce these concerns. The results reveal that consumers experience more contamination concerns about objects used in proximity to their bodies, especially when those objects are shared with unfamiliar users, and that such concerns negatively influence their evaluations of ABS. Consumers also exhibit less contamination concerns about ABS that have high brand equity because of their elevated stereotype-related perceptions of the competence of those users. Firms' advertisements depicting physical contact between shared objects and other users negatively influence ABS evaluations by consumers whose contamination concept is activated. This article provides insights for developing product, branding, and communication strategies to reduce consumers' contamination concerns and maximize ABS adoption.
机译：虽然基于访问的服务（ABS）提供了许多好处，但令人信服消费者使用这些服务创新仍然具有挑战性。研究表明，污染问题是消费者采用ABS的重要障碍;当一个人认为别人触及了一个物体和转移残留物或细菌时，他们会出现。然而，缺乏对这种现象的系统性检查。我们进行了四个实验来确定（1）污染问题对ABS消费者评估的影响，（2）当此类担忧变得突出，而（3）ABS提供者如何减少这些问题。结果表明，消费者对其体系附近使用的物体进行了更多的污染问题，特别是当这些对象与不熟悉的用户共享时，并且这些问题对其对ABS的评估产生负面影响。由于其对这些用户的能力的竞争力提高，消费者对具有高品牌股权的ABS的污染问题较少。公司的广告描绘了共享对象与其他用户之间的物理接触对污染概念被激活的消费者产生负面影响。本文为开发产品，品牌和沟通策略提供了洞察力，以减少消费者的污染问题并最大化ABS采用。

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