服务接触中外貌刻板印象对消费者响应的影响机制研究：基于社会距离的中介

近年来，我国服务业中的外貌歧视现象频频发生。外貌歧视的根源是外貌刻板的正面效应。目前，国外已有研究论证了外貌刻板可能会带来负面影响。国内关于外貌刻板的研究集中在人力资源领域，尚未有立足于服务管理领域的外貌刻板研究。为了弥补该空缺，阐明服务管理中的外貌刻板现象，本项目采取田野观察、实验室实验及现场实验等方法，对服务接触中的外貌刻板效应进行了一系列研究。本项目首次将外貌刻板的正面效应和负面效应同时纳入研究模型，创新性地引入社会距离的概念，用于解释外貌刻板效应的内在规律。在此基础上，对外貌刻板效应的权变因素进行精细化的研究，明晰了外貌刻板的边界条件。本项目为现有研究提供了基于社会距离理论的新视角，并开拓了我国服务管理领域的外貌刻板研究，具有较高的理论创新价值。此外，本项目通过阐明服务管理中外貌刻板的原理，纠正了管理者外貌刻板认知偏差，对于认识和解决我国服务业中的外貌歧视问题具有很高的现实意义。

In recent years, the phenomenon of physical discrimination in the service industry occurs frequently. Why leads physical discrimination to happen is that physical attractiveness stereotype could produce positive effects. Currently, it has been proved that physical attractiveness stereotype may bring the passive effects from the foreign scholar. In China, as for the research of physical attractiveness stereotype, it concentrates on the field of human resource and hasn’t involved service management yet. In order to fill the gap and illustrate the phenomenon of physical discrimination in the field of service management, this project did series of researches of physical attractiveness stereotype effects in service encounter through a few research methods such as field observation, laboratory experiment and field experiment. This project firstly combined the proactive effects and passive effects of physical stereotype together into one research model and introduced the concept social distance for explaining internal mechanism of physical attractiveness stereotype effects. On the basis above, we made a detailed research on contingency factors and clarified boundary conditions of physical attractiveness stereotype. This project offered a new angle for existing research, expanded the research of physical attractiveness stereotype effects in the field of service management and thus had higher value of theoretical innovation. Furthermore, by illuminating physical attractiveness stereotype theory in the field of service management, this project corrected physical stereotype cognitive bias of managers and had high practical significance to understand and solve the issues of physical discrimination in the service industry.