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我们在一起站着:个性化卖家对基本员工的团结效应

Katina Kulow,博士 宾利,K. 拉贾戈帕尔
消费者研究协会杂志。 十二月2,2020

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当前的研究探讨了自COVID-19问世以来,个性化销售商的产品如何作为社会支持和团结的基础资源,为基本工人提供了更高水平的职业压力。 一系列实验表明,与非个性化卖家(例如,亚马逊)相比,将自己视为基本工人的消费者更喜欢个性化卖家(例如,Etsy)的产品。 这些效果是由个性化的卖方提出的更高的团结感所驱动的。 我们的研究结果表明,在COVID-19大流行期间正经历严重高水平职业压力的消费者可以寻求社会支持和团结以应对这种压力,即从个性化销售商那里购买产品。 我们的发现为未来的研究提供了宝贵的途径,并为大流行期间的决策者提供了重要的启示。

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