863 
3872近年来，在线零售已成为全球零售行业的主流业态，而如何弥补在线零售中产品触不可及的天然障碍这一问题仍没有得到有效解决，新兴感官赋能技术（如虚拟现实技术）在破解这一共识性在线感官营销难题上具有巨大潜力。但是遗憾的是，鲜有研究关注虚拟现实技术赋能消费者产品触觉感知的内在影响机制及实施策略。基于具身感知理论和情境聚焦理论，本研究聚焦产品的重要触觉属性——重量，并重点关注虚拟现实技术控制感对消费者产品重量感知及产品评价的影响，深入挖掘其心理机制，同时探讨产品类型的调节作用。七项虚拟现实情境模拟实验结果表明，虚拟现实控制感负向影响消费者的产品重量感知，而消费者的产品重量感知正向影响产品评价，权力感在此过程中发挥中介作用；对于重量消极属性产品而言，高控制感会带来更好的产品评价，而对于重量积极属性产品而言，低控制感更有利于形成好的产品评价。研究结论不仅扩展了触觉补偿领域的重量研究，还为零售企业实施虚拟现实营销提供了有价值的对策建议。
举重若轻还是举轻若重？虚拟现实控制感对消费者产品重量感知的影响机制研究
摘要
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引用本文
冷雄辉, 万佳怡, 彭秀娟, 等. 举重若轻还是举轻若重？虚拟现实控制感对消费者产品重量感知的影响机制研究[J]. 外国经济与管理, 2025, 47(10): 77-97.
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