管理学国际博士（DBA）答辩系列 | 祝贺贺婷同学顺利通过博士论文答辩

2025年4月25日，SJTU-SMU DBA 2020级贺婷同学在交大安泰迎来了她论文的答辩时刻。SJTU导师才凤艳教授，SMU导师马丹教授及Hannah H CHANG教授，一起参加并见证了贺婷同学的毕业答辩。

论文题目

《混乱的魅力：可爱物品的无序陈列如何增强可爱的感知程度并提高购买意愿》

贺婷

He Ting

SJTU-SMU DBA 2020级

上海贺贺国际贸易有限公司总经理

作者简介

贺婷拥有中国地质大学的英语学士学位和武汉大学的新闻学学士学位。2020年，她在上海交通大学安泰经济与管理学院获得IMBA学位。目前，她正在上海交通大学与新加坡管理大学联合项目攻读DBA学位。

凭借在跨境电子商务和零售领域的从业经验，贺婷在跨文化市场拓展、多渠道运营和数据驱动营销策略方面有浓厚的兴趣。她的研究重点在于视觉营销与消费者心理之间的关系。她提出并验证了一个反直觉的假设：在可爱产品的类别中，无序陈列能够增强可爱产品的可爱感知度和购买意向，对传统视觉营销中有序陈列优于无序陈列”的既定原则做了新的补充。这一研究为零售商提供了针对可爱产品的差异化陈列策略，也为“可爱经济”相关商家提供了具体的视觉营销工具，帮助优化产品展示，增强消费者的购买意向。

论文摘要

本文探讨了在不断增长的“可爱经济”市场中，展示排列如何影响消费者对可爱物品的感知以及之后的购买意向。与传统的视觉营销原则倾向于有序展示不同，文章提出并证明了无序展示相比有序展示更能增强产品的可爱感知。通过三组实验研究，验证了主效应：无序排列的可爱物品（与有序排列的物品相比）会引发更强烈的可爱感知。

论文进一步将感知真实性作为这一效应的潜在心理机制进行研究，无序排列制造了一种真实感和生活化特征的印象，从而放大了可爱感知。通过一组试验验证了中介效应：感知真实性调节了有序/无序对可爱感知的影响。

此外，论文还做了一项实地研究，这项研究选择了一家童装店作为实验场地，研究持续了 6 天，共观察了 380 名顾客。采用了“无序”展示与“有序”展示两种呈现方式，实验中的刺激物是 20 个玩偶，它们被摆放在商店入口处，确保每位顾客都能看到。两名研究助理，记录顾客的反应，全程没有干预或与顾客互动。观察时间从每天上午 10:00 持续到晚上 8:00。研究结果显示，无序的展示方式能够提升消费者的参与度，不仅让他们更愿意参与，还增加了与刺激物的互动次数。

这项研究在视觉营销、消费者行为和可爱心理学领域中提供了新的理论视角，优化并丰富了产品的陈列方式。为零售商和营销人员提供了新的实践视角，并且这一发现将实验室中的结论应用到了真实的零售场景中，进一步证明了研究结果的广泛适用性。

导师信息

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

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

项目简介

SJTU – SMU DBA项目是上海交通大学安泰经济与管理学院与新加坡管理大学李光前商学院联合举办的一个高等学位教育项目，结合了中西方顶尖学术力量，立足中国、放眼全球、旨在培养集应用、管理、研究大成于一体的企业家和管理者。本项目充满了创新与挑战精神，在课程设置上侧重研究理论与方法的传授，在应用研究上追求商业实践与学术的结合。学员从不同的视角来探索全球商业社会，在系统学习和论文答辩后，获得新加坡管理大学工商管理博士学位。