The Effect Of Future Time Perspective On Handmade Products' Preference

Because of the characteristics of "full of ingenuity",natural environmental protection,unique reality and so on,handmade products stand out in the era of pursuing "diversification and personalization".It is particularly important to study the preferences of different groups for handmade products.Age,as a traditional market segmentation variable,has been proved to be no longer significant.As a new time concept variable in marketing,FTP from the perspective of future time has a closer and more direct impact on consumers' attitudes and behaviors.In this study,four studies were conducted to verify the influence of future time perspective FTP on handmade product preference,as well as the mediating role of emotional needs and the moderating role of interpersonal intimacy.Study 1 is divided into two sub studies.In study 1a,mturk online questionnaire system was used to collect data,to verify the relationship between actual age and handmade product preference,and to verify the intermediary role of FTP in the future time perspective,leading to the key variable FTP.In study 1b,field experiments were used to manipulate the FTP of subjects,so that consumers could choose between hand-made products and equivalent cash,and the existence of the main effect was verified in the actual consumption scenario.In Study 2,we used the experimental method,the experimental material was the plane poster advertisement of manual wallet,and manipulated the FTP of the subjects through "viewpoint support" writing,measured the degree of emotional needs of the subjects,further verified the main effect,and revealed the intermediary role of emotional needs.In Study 3,the experiment method was used,the material was machine made Mug ad a and handmade Mug ad B.After FTP manipulation,in the consumption scenario of gift selection,the interpersonal intimacy was manipulated by the intimacy of the recipient.The subjects reported whether to choose product a or B,which verified the moderating effect of the main effect and interpersonal intimacy.This study has proved the influence of FTP on handmade product preference and its psychological mechanism and boundary conditions,which has positive theoretical and practical significance.In this paper,psychological variable FTP is introduced into the field of marketing,and the antecedent research of handmade product preference is expanded,which can provide meaningful guidance for handmade enterprises to carry out effective market segmentation and marketing communication.