發(fā)布時間：2018-03-07 01:27

  本文選題：消費者行為　切入點：享賦效應　出處：《北京郵電大學》2012年碩士論文　論文類型：學位論文

【摘要】：移動互聯(lián)網(wǎng)時代的來臨,消費者的需求呈現(xiàn)出多樣化、個性化的發(fā)展,同時也催生電信行業(yè)更多的業(yè)務應用,消費者如何選擇業(yè)務關系著運營商發(fā)展。然而,面對消費者的業(yè)務形態(tài)多元化,電信運營商的業(yè)務推薦還是非常單一,缺少消費者的參與。定制化業(yè)務的推介對今后運營商的發(fā)展非常重要,所以本文研究定制化情景下捆綁服務模式對消費者選擇的影響具有很強的現(xiàn)實意義。 消費者在面對任何決策時都表現(xiàn)為有限的理性,在具體的情景下其選擇偏好會發(fā)生偏轉。因此,本文結合消費者行為學及行為經(jīng)濟學理論,利用情景模擬實驗來探討不同的捆綁模式對消費者決策的影響,深入的研究消費者在決策過程中的心理感知、決策難度、決策參與程度及決策滿意度等方面。通過行為經(jīng)濟學中的“稟賦效應”、“框架效應”、“對比效應”等理論來分析消費者在不同捆綁模式下的決策,同時把資源約束的情景引入實驗過程,使得研究更為客觀和準確,更貼近消費者的真實決策過程。 實驗結果證明,受損失厭惡、業(yè)務屬性等因素的影響,消費者在不同捆綁方式上對業(yè)務選擇有明顯的偏好。而且,不同捆綁模式會影響消費者的決策過程,如決策心理、決策參與程度、價值感知等。 最后本文根據(jù)實證分析的結論探討了電信運營商業(yè)務捆綁的營銷策略,為電信企業(yè)的業(yè)務發(fā)展提供了理論參考和研究啟示。
[Abstract]:With the advent of the era of mobile Internet, the demand of consumers is diversified and individualized. At the same time, it also accelerates more business applications in the telecommunications industry. How consumers choose business is related to the development of operators. However, In the face of the diversification of consumer business patterns, the recommendation of telecom operators is still very single, lacking the participation of consumers. The introduction of customized services is very important for the future development of operators. Therefore, this paper has a strong practical significance to study the impact of binding service model on consumer choice. When consumers are faced with any decision, they have limited rationality, and their preferences will deflect in specific situations. Therefore, this paper combines the theory of consumer behavior and behavioral economics. The influence of different binding models on consumers' decision making is discussed by scenario simulation experiment. The psychological perception and difficulty of decision making are deeply studied. Based on the theories of "endowment effect", "frame effect" and "comparative effect" in behavioral economics, this paper analyzes the decision of consumers in different bundling modes. At the same time, the situation of resource constraints is introduced into the experimental process, which makes the research more objective and accurate, and closer to the real decision-making process of consumers. The experimental results show that consumers have obvious preference for business choice in different bundling modes affected by loss aversion, business attributes and other factors. Moreover, different binding modes will affect the decision-making process of consumers, such as decision-making psychology. Decision-making participation, value perception, etc. Finally, based on the conclusion of empirical analysis, this paper discusses the marketing strategy of telecom operators' business bundling, which provides a theoretical reference and research inspiration for the development of telecom business.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F626;F224

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