框架效應(yīng)對消費(fèi)者購買決策的影響——雙通道心理賬戶的中介作用

1、 Abstract Shanghai Normal University Master of Philosophy Abstract Abstract A large number of studies have shown that consumers purchase decisions not only by the internal psychological fac

2、tors such as consumer cognition, personality, also will be affected by consumption environment, product promotions, the external environment, such as commodity different expression. The double-entry mental accounting the

3、ory explores the role of people in purchasing decision making and the pain of payment.However, there is a lack of empirical research to prove that the duable-entry mental account is the internal psychological mechanism o

4、f the effect of the framework effect on the consumer purchasing decision.Therefore, this article introduced frame effect and dual channel mental accounts two factors on the consumer purchase decision-making mechanism, so

5、 as to prompt consumers' perception of their consumption behavior more rational and effective product marketing for businesses to provide good advice. In this paper, 600 consumers were given a trial, using a situati

6、onal experiment.This paper studies the effect of the framework effect and the double channel psychological account on the purchase decision of the consumers. Results show that: (1) the framework of consumer fitness attri

7、bute and significant main effects of purchase decision making, product information to express positive attributes framework, the higher perceived value and purchase intention of consumers.(2) the target framework fitness

8、 and the influence of the mobile phone purchase decision to consumer, significant main effect, the product information to positive expression of target framework, the higher perceived value and purchase intention of cons

9、umers.(3) the duable-entry mental account (happy weakened coefficient alpha and beta passivation coefficient pain) has negative prediction function to the purchase decision, at the same time, the attribute framing effect

10、 on consumer purchase decisions have significant difference;There was a significant difference in the impact of the target framework on the perceived value of consumers, and there was no significant difference in purchas

11、ing intent. Conclusion:(1) attribute framing effect has a significant influence on consumer purchase decisions, both fitness and mobile phone consumption situation, dual channel mental accounts (happy weakened coefficien