我国是一个人口拥挤的国家，随着城镇化进程的不断加快，消费者所处的环 境越来越拥挤。近年来，消费者行为领域对拥挤的关注呈现逐年上升趋势。但这 些研究基本上全是实证研究，一些研究发现，社会拥挤和空间拥挤能够降低消费 者的正性情绪和购买行为，例如引起焦虑和压力，降低购买意愿和惠顾意愿。另 一些研究则发现，拥挤可以强化正性情绪和购买行为，如增加愉悦情绪和促进产 品购买。这些研究表现出较高的异质性，鲜有学者对之进行深入解释。因此，本 研究的目的是通过元分析，找出以往研究结果存在异质性的原因，并整合出拥挤 研究的理论框架。 本文根据社会心理学和拥挤的相关研究，通过元分析方法获得了38个研究、 79个样本的131个效应值，样本总量达到38945。分别探讨了两类拥挤（社会拥 挤和空间拥挤）对消费者情绪和购物反应（趋近型购物反应与回避型购物反应） 的影响，并尝试找出以往研究结果表现出异质性的原因。在编码系统中，笔者和 导师独立编码数据，并通过讨论解决编码结果中的差异。一方面，本文分析了社 会拥挤和空间拥挤对消费者情绪和购物反应的影响。另一方面，探究了情境因素 和样本来源的调节作用，如购物环境类型，研究情境的真实性，东西方国家样本 和是否为学生样本。从情绪层面来看，社会拥挤正向影响消费者的消极情绪；空 间拥挤负向影响消费者积极情绪，正向影响消极情绪。从购物反应层面来看，社 会拥挤会显著增强消费者的趋近型购物反应（ρ=0.208，N=28624），增加风险规 避，并负向影响消费者的购物态度和意愿（ρ=–0.135，N=10094）；空间拥挤对消 费者趋近型购物反应的影响并不显著，但能负向影响回避型购物反应（ρ=–0.409， N=3223）。进一步的调节分析发现，购物环境类型、研究情境真实性、是否为学 生样本和不同国家地域样本都能够在拥挤与消费者情绪和购物反应的某种关系 中起到调节作用。 综上所述，本篇论文具有重要的理论贡献和实践意义。首先，本研究对消费 行为领域中的拥挤研究进行定量文献分析，提出了整合型的拥挤研究框架。检验 了情境因素和样本特征对拥挤与消费者情绪和购物反应之间关系的调节作用，在 一定程度上解释了现有研究结果存在不一致的原因。其次，在方法层面校准了拥 挤与消费者情绪和购物反应之间关系的效应值的大小，从多角度对社会拥挤和空 II 间拥挤对消费者情绪和购物反应的影响进行了量化对比，理论上推进了已有的拥 挤研究。此外，本研究也为管理者的营销实践提供了管理启示。 关键词：社会拥挤，空间拥挤，情绪，购物反应，元分析 III A META-ANALYSIS OF CROWDING AFFECTS CONSUMERS’ EMOTION AND SHOPPING RESPONSES Abstract Nowadays, consumers live in a crowded environment, the issue of how consumers behave in such an environment is a hot topic. In the recent years, marketing researchers have conducted a large amount of empirical studies on crowding. However, these published articles reported inconsistent findings. For example, some studies have found that social and spatial crowding could significantly reduce consumers' positive emotions and purchasing behaviors, such as causing anxiety and pressure, and reducing their willingness to buy and patronize. Other studies have found that crowding could enhance positive emotions and buying behaviors, such as increased pleasure and consumer satisfaction. The current paper therefore aims to find out the reasons why the results of previous studies showed heterogeneity via conducting meta-analysis. In total, our meta-analysis was based on 131 effect sizes from 38 Eastern and Western empirical studies and 79 samples with 38,945 teams. Each author independently coded the data and resolved discrepancies through discussion. In our coding system, we coded crowding as social crowding and spatial crowding based on the measures of crowding used in each empirical paper. We first analyzed the influence of social crowding and spatial crowding on consumers’ emotional responses and shopping responses. Further, we collected data to examine the potential moderating effects of contextual and methodological factors, such as shopping environment type, nation, research designs and sampling frames. We found that from the perspective of emotion, social crowding had significantly positive effects on consumers’ negative emotions; while spatial crowding had significantly negative effects on consumers’ positive emotions and positive effects on consumers’ negative emotions. However, from the perspective of shopping responses, social crowding was positively correlated with the approach- related shopping responses (ρ=0.208，N=28624) and negatively correlated with consumer attitudes and willingness to shop (ρ=–0.135，N=10094). We also found that spatial crowding which had a significant negative effect on the avoidance-related shopping responses (ρ=–0.409，N=3223), however, had no significant impact on the approach-related shopping responses. Further moderation analysis showed that both shopping environment type, research designs, sampling frames and nation could significantly moderate some relationships between crowding and shopping response. Overall, the current meta-analysis paper has significant theoretical contributions and practical implications. First, we examine the effects of social crowding and spatial crowding on consumers’ emotional and shopping-related behavioral responses, and correct the effects of different relationships. By doing so, we contribute to existing crowding research. Second, we test the moderation effects of situational factors and method factors on the relationship between crowding and consumers’ emotional and IV shopping-related responses. This moderation analysis is able to explain why existing crowding research report inconsistent findings. Third, through conducting a meta- analysis of crowding effects, this paper provides a clearer research direction for future research on crowding. This paper also provides practical implications for companies and managers on how to handle with consumers’ felt crowding. Keywords: social crowding, spatial crowding, emotional, shopping responses, meta-analysis V 目 录 中文摘要 ................................................. I Abstract ............................................... III 目 录 .................................................... V 第一章 绪论 .............................................. 1 1.1 研究背景..................................................... 1 1.1.1 现实背景 ................................................ 1 1.1.2 理论背景 ................................................ 1 1.2 研究问题..................................................... 2 1.3 研究的贡献和创新之处......................................... 3 1.3.1理论层面 ................................................. 3 1.3.2实践层面 ................................................. 4 1.4 研究思路和研究方法........................................... 5 1.4.1研究思路 ................................................. 5 1.4.2研究方法 ................................................. 6 第二章 文献综述 .......................................... 8 2.1拥挤的概念................................................... 8 2.2相关模型和理论基础........................................... 8 2.2.1刺激机体反应模型 ......................................... 9 2.2.2应对理论 ................................................. 9 2.2.3行为约束理论 ............................................ 10 2.2.4小结 .................................................... 10 2.3消费者行为领域中的拥挤研究.................................. 11 2.3.1拥挤研究的历史脉络 ...................................... 11 2.3.2社会拥挤对消费者的影响 .................................. 12 2.3.3空间拥挤对消费者的影响 .................................. 14 VI 2.3.4拥挤对消费者影响的内在机制 .............................. 16 2.3.5小结 .................................................... 18 第三章 研究内容与假设 ................................... 20 3.1研究框架的构建.............................................. 20 3.2社会拥挤对消费者情绪和购物反应的影响........................ 21 3.2.1社会拥挤对消费者情绪的影响 .............................. 21 3.2.2社会拥挤对消费者购物反应的影响 .......................... 22 3.3空间拥挤对消费者情绪和购物反应的影响........................ 24 3.3.1空间拥挤对消费者情绪的影响 .............................. 24 3.3.2空间拥挤对消费者购物反应的影响 .......................... 25 3.4情境特征和样本来源的调节作用...................