消费者购买决策中心理活动维度的实证研究——基于心理账户理论
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- 英文论文题名：Research on the Dimensions of Consumers' Mental Activities under Purchasing Decision-Making——Based on Mental Accounting Theory
- 论文作者：田靓 ; 万映红 ; 董兰兰
- 英文论文作者：TIAN Liang ; WAN Ying-hong ; DONG Lan-lan ; School of Management ; Xi'an Jiaotong University ; The Key Lab of the Ministry of Education for process control & Efficiency Engineering ; Xi'an Jiaotong University
- 年：2016
- 作者机构：西安交通大学管理学院;西安交通大学过程控制与效率工程教育部重点实验室;
- 论文关键词：心理账户 ; 购物决策 ; 心理活动维度 ; 实证研究
- 英文论文关键词：mental accounting ; purchasing decision ; mental activity dimension ; empirical research
- 会议召开时间：2016-11-12
- 会议录名称：第十八届中国管理科学学术年会论文集
- 英文会议录名称：Proceedings of the 18th Chinese Annual Conference on Management Science
- 语种：中文
- 分类号：F713.55
- 学会代码：ZHYJ
- 会议名称：第十八届中国管理科学学术年会
- 会议地点：中国陕西西安
- 主办单位：中国优选法统筹法与经济数学研究会、西安交通大学、中国科学院科技战略咨询研究院、《中国管理科学》编辑部
- 学会名称：中国优选法统筹法与经济数学研究会
- 页数：7
- 文件大小：506k
- 原文格式：O
- 会议级别：全国
摘要
消费者购买决策行为始终是新营销研究的主题之一,考虑理性与非理性因素并存的消费者决策活动的研究鲜见。本文在"刺激-反应-行为"决策过程模型基础上,从心理账户角度,剖析"反应"黑箱中蕴含的理性与非理性心理活动,提出消费者购买决策的心理基本活动构成的假设;在量表设计、实证调研数据收集及数据质量检验基础上,通过实证数据分析,得到假设检验结果:消费者购买决策中心理活动的四个维度,即:交易效用估算、情感偏好判定、账户预算与控制、账户评估与平衡。研究结论为进一步研究消费者购买心理活动与购买行为作用机理奠定了研究基础,为企业营销组合策略提供新的决策依据。
Consumers' purchasing decision-making behavior has always been one of the key themes of marketing,but few studies considered rational and irrational factors simultaneously.Based on the "stimulateresponse-behave" model,this paper from the perspective of mental accounting analyzed rational and irrational mental activities in "response" black box,then proposed hypothesis about the dimensions of consumers' mental activities;Based on the design of scale,data collection of questionnaire,and data quality test,we obtained hypothesis testing results through empirical data analysis.The four dimensional structure of consumers' mental activities in purchasing are estimation of the transaction utility,determination to the emotional preference,budgeting and controlling plus evaluating and balancing the account.Conclusion laid the foundation for the further study,which of consumers' purchasing mental activities and mechanism of buying behavior,and provided the new basis for enterprises to make marketing mix strategies.
Consumers' purchasing decision-making behavior has always been one of the key themes of marketing,but few studies considered rational and irrational factors simultaneously.Based on the "stimulateresponse-behave" model,this paper from the perspective of mental accounting analyzed rational and irrational mental activities in "response" black box,then proposed hypothesis about the dimensions of consumers' mental activities;Based on the design of scale,data collection of questionnaire,and data quality test,we obtained hypothesis testing results through empirical data analysis.The four dimensional structure of consumers' mental activities in purchasing are estimation of the transaction utility,determination to the emotional preference,budgeting and controlling plus evaluating and balancing the account.Conclusion laid the foundation for the further study,which of consumers' purchasing mental activities and mechanism of buying behavior,and provided the new basis for enterprises to make marketing mix strategies.
引文
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[17]周静,徐富明,刘腾飞,等.心理账户基本特征及形成机制分析[J].心理研究,2010,03(4):19-24.
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[22]邓爱民,陶宝.网络购物顾客忠诚度影响因素的实证研究[J].中国管理科学,2014,22(6):94-102.
[2]黎志成,刘枚莲.电子商务环境下的消费者行为研究[J].中国管理科学,2002,(6):88-91.
[3]Rockenbach B.The behavior relevance of mental accounting for the pricing of financial options[J].Journal of Economic Behavior&Organization,2004,53(4):513-528.
[4]Thaler R H.Mental accounting and consumer choice[J].Marketing Science,1985,4(3):199-214.
[5]Ran K.Advances in research on Mental Accounting and reason-based choice[J].Marketing Letters,1999,10(3):249-266.
[6]王宁.心理账户视角下消费者在线消费行为影响因素研究与模拟[D].北京邮电大学,2014.
[7]Simon.The new science of management decision[M].Englewood Cliffs.Prentice-Hall,1977.
[8]Thaler R H.Mental accounting matters[J].Journal of Behavior Decision Making,1999,12(3):183-205.
[9]Raghubir P.An information processing review of the subjective value of money and prices[J].Journal of Business Research,2006,59(10-11):1053-1062.
[10]Thaler R H.Towards a positive theory of consumer choice.Journal of Economic Behavior and Organization,1980,(1):39-60.
[11]Tversky A,Kahneman D.The framing of decisions and the psychology of choice[J].Science,1981,211(4481):453-458.
[13]Kahneman D,Tversky A.Choices,Values,and Frames[M].Cambridge,England:University Press,2001,24-26.
[14]安灵.现金股利“心理账户”效应研究——基于牛熊市的对比[J].财会月刊,2011(33):66-68.
[15]李爱梅.心理账户与非理性经济决策行为的实证研究[D].广州:暨南大学,2005.
[16]毕文杰,陈根宇,陈晓红.考虑消费者双通道心理账户和参照依赖的动态定价问题研究[J].中国管理科学,2015,(7):142-151.
[17]周静,徐富明,刘腾飞,等.心理账户基本特征及形成机制分析[J].心理研究,2010,03(4):19-24.
[18]Camerer C,Babcock L,Loewenstein G,et al.Labor supply of New York City Cabdrivers:One day at a time[J].Quarterly Journal of Economics,1997,112,407-441.
[19]Dickson,peter R,Sawyer,et al.The price knowledge and search of supermarket shoppers[J].Journal of Marketing,1990,54(3):42-53.
[20]Sweeney J C,Soutar G N.Consumer perceived value:The development of a multiple item scale[J].Journal of Retailing,2001,77(2):203-220.
[21]Heath C.Escalation and de-escalation of commitment in response to Sunk Costs:The role of budgeting in Men tal Accounting[J].Organizational Behavior&Human Decision Processes,1995,62(1):38-54.
[22]邓爱民,陶宝.网络购物顾客忠诚度影响因素的实证研究[J].中国管理科学,2014,22(6):94-102.
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