攻击还是撤退？在线环境下消费者数字领地行为的触发机理、溢出效应及应对策略研究

人类具有天生的领地意识，由于社会建构的领地边界的模糊性且脆弱，人类经常面临着领地入侵和领地冲突。而伴随着数字消费情境的兴起，消费者也逐渐热衷于通过虚拟空间建立自己的个人领地。消费者数字领地的高度流动性、高度重叠性、高度共享性和高传染性造成了在线环境下消费者领地冲突升级加剧，对关联品牌产品的危害加剧。鉴于此，本项目通过两个模块四个子研究深入探讨了消费者数字领地行为的触发机理和对下游关联品牌产品的溢出作用，在此基础上，提出了触发阶段和下游影响两阶段应对策略研究。本项目希望为保障消费者数字领地权益、减少企业因危害性领地行为造成损失以及建设良好的网络环境提供合理有效的策略指导。

Human beings are territorial by nature. People are sensitive to territorial invasion and territorial conflicts caused by these ambiguous, socially constructed and often vulnerable boundaries. Along with the rise of digital consumption situation, consumers are also gradually keen to establish their own personal territory through virtual space. .Consumer’s digital territory is highly fluid, highly overlapped, plus could be highly shared with multiple consumers, which all aggravates the harm to the associated brand products. hence, this project deeply explores the triggering mechanism of consumers' digital territory behavior and the spillover effect on the downstream associated brand products through four studies. Based on this, a two-stage coping strategy study in the trigger stage and downstream stage is proposed. This project hopes to provide reasonable and effective strategic guidance for protecting the rights and interests of consumers in digital territories, reducing the losses caused by harmful territorial behaviors of enterprises and building a good network environment.