2025年4月25日，SJTU-SMU DBA 2020級賀婷同學(xué)在交大安泰迎來了她論文的答辯時(shí)刻。SJTU導(dǎo)師才鳳艷教授，SMU導(dǎo)師馬丹教授及Hannah H CHANG教授，一起參加并見證了賀婷同學(xué)的畢業(yè)答辯。

論文題目

《混亂的魅力：可愛物品的無序陳列如何增強(qiáng)可愛的感知程度并提高購買意愿》

賀婷

He Ting

SJTU-SMU DBA 2020級

上海賀賀國際貿(mào)易有限公司總經(jīng)理

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作者簡介

賀婷擁有中國地質(zhì)大學(xué)的英語學(xué)士學(xué)位和武漢大學(xué)的新聞學(xué)學(xué)士學(xué)位。2020年，她在上海交通大學(xué)安泰經(jīng)濟(jì)與管理學(xué)院獲得IMBA學(xué)位。目前，她正在上海交通大學(xué)與新加坡管理大學(xué)聯(lián)合項(xiàng)目攻讀DBA學(xué)位。

憑借在跨境電子商務(wù)和零售領(lǐng)域的從業(yè)經(jīng)驗(yàn)，賀婷在跨文化市場拓展、多渠道運(yùn)營和數(shù)據(jù)驅(qū)動(dòng)營銷策略方面有濃厚的興趣。她的研究重點(diǎn)在于視覺營銷與消費(fèi)者心理之間的關(guān)系。她提出并驗(yàn)證了一個(gè)反直覺的假設(shè)：在可愛產(chǎn)品的類別中，無序陳列能夠增強(qiáng)可愛產(chǎn)品的可愛感知度和購買意向，對傳統(tǒng)視覺營銷中有序陳列優(yōu)于無序陳列”的既定原則做了新的補(bǔ)充。這一研究為零售商提供了針對可愛產(chǎn)品的差異化陳列策略，也為“可愛經(jīng)濟(jì)”相關(guān)商家提供了具體的視覺營銷工具，幫助優(yōu)化產(chǎn)品展示，增強(qiáng)消費(fèi)者的購買意向。

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論文摘要

本文探討了在不斷增長的“可愛經(jīng)濟(jì)”市場中，展示排列如何影響消費(fèi)者對可愛物品的感知以及之后的購買意向。與傳統(tǒng)的視覺營銷原則傾向于有序展示不同，文章提出并證明了無序展示相比有序展示更能增強(qiáng)產(chǎn)品的可愛感知。通過三組實(shí)驗(yàn)研究，驗(yàn)證了主效應(yīng)：無序排列的可愛物品（與有序排列的物品相比）會(huì)引發(fā)更強(qiáng)烈的可愛感知。

論文進(jìn)一步將感知真實(shí)性作為這一效應(yīng)的潛在心理機(jī)制進(jìn)行研究，無序排列制造了一種真實(shí)感和生活化特征的印象，從而放大了可愛感知。通過一組試驗(yàn)驗(yàn)證了中介效應(yīng)：感知真實(shí)性調(diào)節(jié)了有序/無序?qū)蓯鄹兄挠绊憽?/p>

此外，論文還做了一項(xiàng)實(shí)地研究，這項(xiàng)研究選擇了一家童裝店作為實(shí)驗(yàn)場地，研究持續(xù)了 6 天，共觀察了 380 名顧客。采用了“無序”展示與“有序”展示兩種呈現(xiàn)方式，實(shí)驗(yàn)中的刺激物是 20 個(gè)玩偶，它們被擺放在商店入口處，確保每位顧客都能看到。兩名研究助理，記錄顧客的反應(yīng)，全程沒有干預(yù)或與顧客互動(dòng)。觀察時(shí)間從每天上午 10:00 持續(xù)到晚上 8:00。研究結(jié)果顯示，無序的展示方式能夠提升消費(fèi)者的參與度，不僅讓他們更愿意參與，還增加了與刺激物的互動(dòng)次數(shù)。

這項(xiàng)研究在視覺營銷、消費(fèi)者行為和可愛心理學(xué)領(lǐng)域中提供了新的理論視角，優(yōu)化并豐富了產(chǎn)品的陳列方式。為零售商和營銷人員提供了新的實(shí)踐視角，并且這一發(fā)現(xiàn)將實(shí)驗(yàn)室中的結(jié)論應(yīng)用到了真實(shí)的零售場景中，進(jìn)一步證明了研究結(jié)果的廣泛適用性。

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導(dǎo)師信息

Dan MA

Dissertation Committee Chair

（madan@smu.edu.sg）

Full-time Faculty

Associate Professor of Information Systems, School of Computing and Information Systems, SMU

CAI Fengyan

Co-Supervisor

（fycai@sjtu.edu.cn）

Professor of Marketing，ACEM，SJTU

Hannah H CHANG

Committee Member(s)

(hannahchang@smu.edu.sg)

Full-time Faculty

Committee Member(s)

Associate Professor of Marketing; Chair, SMU Institutional Review Board

Lee Kong Chian School of Business

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Abstract

This study examined how the order of display influences consumer perceptions of cuteness and their purchase intentions in the growing "Cute Economy." Contrary to conventional visual merchandising principles, this paper hypothesize that disordered displays enhance the perceived cuteness of products compared to ordered displays. Through three experimental studies, this study confirmed that cute objects in disordered displays are perceived significantly cuter than those in ordered displays. This paper further identified that perceived realness serves as the underlying psychological mechanism, with disordered displays creating an impression of realness and lifelike characteristics that amplify perceptions of cuteness. A set of experiments verified the mediating effect: perceived authenticity moderates the impact of order/disorder on the perception of cuteness.

In addition, the paper conducted a field study, which selected a children's clothing store as the experimental site. The study lasted for 6 days, observing a total of 380 customers. Two display methods, "disordered" and "ordered," were used. The stimuli in the experiment were 20 dolls, which were placed at the store entrance to ensure that every customer could see them. Two research assistants recorded the customers' reactions without any intervention or interaction with the customers. The observation period lasted from 10:00 AM to 8:00 PM each day. The results showed that the disordered display method enhanced consumer engagement, not only making them more willing to participate but also increasing the number of interactions with the stimuli.

This study provides new theoretical perspectives in the fields of visual marketing, consumer behavior, and cute psychology, optimizing and enriching product display methods. It offers new practical insights for retailers and marketers, and the findings apply laboratory conclusions to real retail scenarios, further demonstrating the broad applicability of the research results.

SJTU – SMU DBA

項(xiàng)目簡介

SJTU – SMU DBA項(xiàng)目是上海交通大學(xué)安泰經(jīng)濟(jì)與管理學(xué)院與新加坡管理大學(xué)李光前商學(xué)院聯(lián)合舉辦的一個(gè)高等學(xué)位教育項(xiàng)目，結(jié)合了中西方頂尖學(xué)術(shù)力量，立足中國、放眼全球、旨在培養(yǎng)集應(yīng)用、管理、研究大成于一體的企業(yè)家和管理者。本項(xiàng)目充滿了創(chuàng)新與挑戰(zhàn)精神，在課程設(shè)置上側(cè)重研究理論與方法的傳授，在應(yīng)用研究上追求商業(yè)實(shí)踐與學(xué)術(shù)的結(jié)合。學(xué)員從不同的視角來探索全球商業(yè)社會(huì)，在系統(tǒng)學(xué)習(xí)和論文答辯后，獲得新加坡管理大學(xué)工商管理博士學(xué)位。

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