信息框架对消费者购买决策有显著影响,但学者们的研究主要集中在风险选择框架方面,而对特征框架效应及其影响机理缺乏深入研究。本文分析了特征框架类型及特征,探讨了特征框架与调节定向匹配的交互作用,通过情景模拟实验,研究了不同类型特征框架(获得性框架vs.规避性框架)与不同调节定向的消费者匹配方式对服务购买决策中的服务评价的影响,并进一步探索了形成这种影响的作用机理。研究发现:(1)特征框架对服务购买决策中的服务产品评价有显著影响,且这种影响会因特征框架类型不同而产生差异。(2)特征框架与消费者调节定向达成匹配时,消费者的服务产品评价更高。(3)认知流畅性与情绪体验是特征框架与调节定向匹配效应的中介变量。文章拓展了框架效应理论,为服务企业针对不同顾客采取不同的服务信息呈现方式提供了方法指导。
Abstract
Message framing has a significant influence on consumer purchase decisions. Researchers have mostly focused on the area of risky choice framing, but few research focused attribute effect and its influence mechanism. This study takes catering service as the research context to analyze the types of attribute framing and its features. In addition, this study uses scenario experiment to examine the interaction between attribute framing and regulatory focus, as well as the impacts of gain framing and loss framing on service evaluation in decision-making for service purchases. First, the findings show that attribute framing has a significant influence on service evaluation in the decision-making process for service purchases, and this influence is differentiated by the types of attribute framing. Second, when the attribute framing fits the consumers' regulatory focus, consumers evaluate services higher. Third, cognitive fluency and emotional experience mediate attribute framing. This study extends the theory of framing effects and provides service enterprises with guidance on offering various product descriptions and product presentations for different customers.
关键词
特征框架 /
调节性匹配 /
服务评价 /
认知流畅性 /
情绪体验
Key words
attribute framing /
regulatory fit /
service evaluation /
cognitive fluency /
emotional experience
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基金
本研究受国家自然科学基金:消费者服务购买决策过程的框架效应研究(编号:71372207),2014.1—2017.12;中央高校基本业务经费项目"旅游管理重点研究基地"(编号:JBK130406),2013,1—2015.12;中央高校基本业务经费项目:信息框架、调节匹配与消费者服务购买决策(编号:2014SZYQN65),2014.1—2015.12;国家自然科学基金项目:品牌关系驱动力作用下的品牌资产产出模型研究(编号:71372209),2014.1—2017.12;四川省高校人文社科重点研究基地"西部旅游发展研究中心"。
