不同金錢啟動下心理賬戶對消費決策的影響
發(fā)布時間：2018-07-17 07:35
【摘要】：隨著商品經(jīng)濟的迅速發(fā)展,金錢在人們的日常生活中起著越來越重要的作用,并對人們的心理和行為產(chǎn)生廣泛和深遠的影響,尤其是在消費決策情景中,人們常要面臨享樂品和實用品的兩難選擇,但是哪些因素影響了消費品的選擇仍處在爭論之中。其中一些研究者關(guān)注金錢線索對消費者決策的影響,并發(fā)現(xiàn)啟動金錢概念的個體更傾向于關(guān)注商品的實用性特征。另外一部分研究者則關(guān)注金錢來源對消費者決策的影響,他們發(fā)現(xiàn)消費者更傾向于將常規(guī)收入用于日常、儲蓄和實用消費等方面,而將意外之財用于娛樂休閑、享樂消費等方面。而本研究則將金錢線索和金錢來源這兩個因素結(jié)合起來探討它們對實用品和享樂品選擇的影響。研究分為兩個實驗:實驗一采用混合詞句任務(wù),并設(shè)置了兩個不同金錢來源情境,以探查金錢概念啟動下心理賬戶對消費者決策的影響。實驗采用2(啟動方式:金錢啟動組vs.控制組)×2(金錢來源:努力所得vS.意外之財)兩因素完全隨機實驗設(shè)計。實驗二采用金錢影像法,并設(shè)置了兩個不同金錢來源情境,以探查不同金錢富裕程度和心理賬戶對消費者決策的影響。實驗采用3(啟動方式:金錢富裕組vs.金錢貧乏組vS.控制組)×2(金錢來源:努力所得vs.意外之財)兩因素完全隨機實驗設(shè)計。研究表明:(1)金錢概念的啟動方式和金錢來源的交互作用顯著:對于控制組,人們將按照心理賬戶理論的預(yù)期進行享樂品和實用品的選擇,即努力所得情境下更傾向于選擇實用品,意外之財情境下更傾向于選擇享樂品;對于金錢啟動組,人們在努力所得情境和意外之財情境下都更傾向于選擇實用品而不是享樂品。(2)金錢富裕程度的啟動方式和金錢來源的交互作用顯著:對于金錢貧乏組和控制組,人們將按照心理賬戶理論的預(yù)期進行產(chǎn)品選擇,即努力所得情境中更傾向于選擇實用品,意外之財情境中更傾向于選擇享樂品,且這兩組對產(chǎn)品選擇的影響不存在顯著差異;對于金錢富裕組,人們在努力所得情境和意外之財情境中都更傾向于選擇實用品而不是享樂品。
[Abstract]:With the rapid development of commodity economy, money plays a more and more important role in people's daily life, and has a wide and far-reaching influence on people's psychology and behavior, especially in the situation of consumer decision-making. People often have to face the dilemma between hedonic and practical goods, but the factors that affect the choice of consumer goods are still in dispute. Some of them pay attention to the influence of money cues on consumers' decision-making and find that individuals who initiate the concept of money tend to pay more attention to the practical characteristics of goods. Another group of researchers focused on the impact of money sources on consumers' decisions. They found that consumers were more likely to spend their regular income on everyday, savings and practical consumption, and to use windfall money for entertainment and leisure. Enjoyment, consumption, etc. In this study, money cues and money sources were combined to explore their effects on the choice of practical and hedonic goods. The study was divided into two experiments: in experiment one, we used mixed words and sentences task and set up two different money source situations to explore the influence of psychological account on consumers' decision under the concept of money. The experiment was carried out in 2 (priming mode: money priming group vs. Control group) 脳 2 (money source: VSs from hard work. Two factors are completely randomized experimental design. Experiment two used money image method and set up two different money source situations to explore the influence of different money affluence and psychological account on consumer's decision. The experiment adopted 3 (priming method: money rich group vs. Poor money group vs. Control group) 脳 2 (money source: effort vs. Two factors are completely randomized experimental design. The results show that: (1) the interaction between the initiation of the money concept and the source of money is significant: for the control group, people will choose the enjoyment and utility according to the expectation of the psychological account theory. That is, in the context of effort, they tend to choose utility products, and in the case of windfall, they are more likely to choose hedonic goods; for money priming groups, People were more likely to choose utility than hedonic goods in situations of effort and windfall. (2) there was significant interaction between the initiation of money wealth and the source of money: for the money poor group and the control group, People will choose products according to the expectation of psychological account theory, that is to say, people are more inclined to choose practical products in the situation of hard work, and those in unexpected financial situations are more inclined to choose hedonic goods, and there is no significant difference between the two groups on the choice of products. For the wealthy, people tend to choose utility rather than pleasure in the context of hard work and windfall.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：B842
本文編號：2129622
[Abstract]:With the rapid development of commodity economy, money plays a more and more important role in people's daily life, and has a wide and far-reaching influence on people's psychology and behavior, especially in the situation of consumer decision-making. People often have to face the dilemma between hedonic and practical goods, but the factors that affect the choice of consumer goods are still in dispute. Some of them pay attention to the influence of money cues on consumers' decision-making and find that individuals who initiate the concept of money tend to pay more attention to the practical characteristics of goods. Another group of researchers focused on the impact of money sources on consumers' decisions. They found that consumers were more likely to spend their regular income on everyday, savings and practical consumption, and to use windfall money for entertainment and leisure. Enjoyment, consumption, etc. In this study, money cues and money sources were combined to explore their effects on the choice of practical and hedonic goods. The study was divided into two experiments: in experiment one, we used mixed words and sentences task and set up two different money source situations to explore the influence of psychological account on consumers' decision under the concept of money. The experiment was carried out in 2 (priming mode: money priming group vs. Control group) 脳 2 (money source: VSs from hard work. Two factors are completely randomized experimental design. Experiment two used money image method and set up two different money source situations to explore the influence of different money affluence and psychological account on consumer's decision. The experiment adopted 3 (priming method: money rich group vs. Poor money group vs. Control group) 脳 2 (money source: effort vs. Two factors are completely randomized experimental design. The results show that: (1) the interaction between the initiation of the money concept and the source of money is significant: for the control group, people will choose the enjoyment and utility according to the expectation of the psychological account theory. That is, in the context of effort, they tend to choose utility products, and in the case of windfall, they are more likely to choose hedonic goods; for money priming groups, People were more likely to choose utility than hedonic goods in situations of effort and windfall. (2) there was significant interaction between the initiation of money wealth and the source of money: for the money poor group and the control group, People will choose products according to the expectation of psychological account theory, that is to say, people are more inclined to choose practical products in the situation of hard work, and those in unexpected financial situations are more inclined to choose hedonic goods, and there is no significant difference between the two groups on the choice of products. For the wealthy, people tend to choose utility rather than pleasure in the context of hard work and windfall.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：B842
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