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

論文題目

《混亂的魅力：可愛物品的無序陳列如何增強可愛的感知程度并提高購買意愿》

賀婷

He Ting

SJTU-SMU DBA 2020級

上海賀賀國際貿易有限公司總經理

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作者簡介

賀婷擁有中國地質大學的英語學士學位和武漢大學的新聞學學士學位。2020年，她在上海交通大學安泰經濟與管理學院獲得IMBA學位。目前，她正在上海交通大學與新加坡管理大學聯合項目攻讀DBA學位。

憑借在跨境電子商務和零售領域的從業經驗，賀婷在跨文化市場拓展、多渠道運營和數據驅動營銷策略方面有濃厚的興趣。她的研究重點在于視覺營銷與消費者心理之間的關系。她提出并驗證了一個反直覺的假設：在可愛產品的類別中，無序陳列能夠增強可愛產品的可愛感知度和購買意向，對傳統視覺營銷中有序陳列優于無序陳列”的既定原則做了新的補充。這一研究為零售商提供了針對可愛產品的差異化陳列策略，也為“可愛經濟”相關商家提供了具體的視覺營銷工具，幫助優化產品展示，增強消費者的購買意向。

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論文摘要

本文探討了在不斷增長的“可愛經濟”市場中，展示排列如何影響消費者對可愛物品的感知以及之后的購買意向。與傳統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產品的可愛感知。通過三組實驗研究，驗證了主效應：無序排列的可愛物品（與有序排列的物品相比）會引發更強烈的可愛感知。

論文進一步將感知真實性作為這一效應的潛在心理機制進行研究，無序排列制造了一種真實感和生活化特征的印象，從而放大了可愛感知。通過一組試驗驗證了中介效應：感知真實性調節了有序/無序對可愛感知的影響。

此外，論文還做了一項實地研究，這項研究選擇了一家童裝店作為實驗場地，研究持續了 6 天，共觀察了 380 名顧客。采用了“無序”展示與“有序”展示兩種呈現方式，實驗中的刺激物是 20 個玩偶，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，全程沒有干預或與顧客互動。觀察時間從每天上午 10:00 持續到晚上 8:00。研究結果顯示，無序的展示方式能夠提升消費者的參與度，不僅讓他們更愿意參與，還增加了與刺激物的互動次數。

這項研究在視覺營銷、消費者行為和可愛心理學領域中提供了新的理論視角，優化并豐富了產品的陳列方式。為零售商和營銷人員提供了新的實踐視角，并且這一發現將實驗室中的結論應用到了真實的零售場景中，進一步證明了研究結果的廣泛適用性。

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導師信息

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

項目簡介

SJTU – SMU DBA項目是上海交通大學安泰經濟與管理學院與新加坡管理大學李光前商學院聯合舉辦的一個高等學位教育項目，結合了中西方頂尖學術力量，立足中國、放眼全球、旨在培養集應用、管理、研究大成于一體的企業家和管理者。本項目充滿了創新與挑戰精神，在課程設置上側重研究理論與方法的傳授，在應用研究上追求商業實踐與學術的結合。學員從不同的視角來探索全球商業社會，在系統學習和論文答辯后，獲得新加坡管理大學工商管理博士學位。

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