本文選題：消費(fèi)者行為　切入點(diǎn)：享賦效應(yīng)　出處：《北京郵電大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：移動(dòng)互聯(lián)網(wǎng)時(shí)代的來(lái)臨,消費(fèi)者的需求呈現(xiàn)出多樣化、個(gè)性化的發(fā)展,同時(shí)也催生電信行業(yè)更多的業(yè)務(wù)應(yīng)用,消費(fèi)者如何選擇業(yè)務(wù)關(guān)系著運(yùn)營(yíng)商發(fā)展。然而,面對(duì)消費(fèi)者的業(yè)務(wù)形態(tài)多元化,電信運(yùn)營(yíng)商的業(yè)務(wù)推薦還是非常單一,缺少消費(fèi)者的參與。定制化業(yè)務(wù)的推介對(duì)今后運(yùn)營(yíng)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(wù)模式對(duì)消費(fèi)者選擇的影響具有很強(qiáng)的現(xiàn)實(shí)意義。 消費(fèi)者在面對(duì)任何決策時(shí)都表現(xiàn)為有限的理性,在具體的情景下其選擇偏好會(huì)發(fā)生偏轉(zhuǎn)。因此,本文結(jié)合消費(fèi)者行為學(xué)及行為經(jīng)濟(jì)學(xué)理論,利用情景模擬實(shí)驗(yàn)來(lái)探討不同的捆綁模式對(duì)消費(fèi)者決策的影響,深入的研究消費(fèi)者在決策過(guò)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(guò)行為經(jīng)濟(jì)學(xué)中的“稟賦效應(yīng)”、“框架效應(yīng)”、“對(duì)比效應(yīng)”等理論來(lái)分析消費(fèi)者在不同捆綁模式下的決策,同時(shí)把資源約束的情景引入實(shí)驗(yàn)過(guò)程,使得研究更為客觀和準(zhǔn)確,更貼近消費(fèi)者的真實(shí)決策過(guò)程。 實(shí)驗(yàn)結(jié)果證明,受損失厭惡、業(yè)務(wù)屬性等因素的影響,消費(fèi)者在不同捆綁方式上對(duì)業(yè)務(wù)選擇有明顯的偏好。而且,不同捆綁模式會(huì)影響消費(fèi)者的決策過(guò)程,如決策心理、決策參與程度、價(jià)值感知等。 最后本文根據(jù)實(shí)證分析的結(jié)論探討了電信運(yùn)營(yíng)商業(yè)務(wù)捆綁的營(yíng)銷策略,為電信企業(yè)的業(yè)務(wù)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(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626;F224

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