消费者心理账户对连续购买意愿的影响研究——基于服装的实证  

The Impact Study on Consumers’ Mental Accounting and Continuous Purchase Intention——An Empirical Study Based on Apparel Consumption

作　　者：张耿[1] 胡少龙[1] 王瑞新[1] 常亚平[1] 

机构地区：[1]武汉科技学院经济管理学院,湖北武汉430073

出　　处：《武汉科技学院学报》2010年第1期51-55,共5页Journal of Wuhan Institute of Science and Technology

基　　金：国家自然科学基金面上资助项目(70872037)

摘　　要：在消费者的消费行为中,消费者的购买行为往往是彼此影响的连续性行为,而非相互独立的单一购买行为。从消费者心理账户的视角,以服装消费为例,对消费者的连续购买行为进行实证研究。研究发现,与控制中的损失相比,服装消费者在面对控制外的损失时具有更强的后续消费意愿;与控制中的节省相比,服装消费者面对控制外的节省有更强烈的后续消费意愿。Sudy of consumer behaviors show that the consumers’ purchase behaviors tend to be continuous behaviors which interact with each other rather than independent behaviors.The paper makes an empirical study of the continuous purchase behaviors of customers from the perspective of mental accounting by taking apparel consumption as example.The study indicates that,compared with the loss which is under control,when apparel consumers have to face the loss which is out of control,they will have a stronger desire to make subsequent consumption;however,compared with the saving which is under control,when apparel consumers have to face the saving which is out of control,they will have a stronger desire to make subsequent consumption.

关 键 词：连续购买 心理账户 购买意愿 

分 类 号：F270[经济管理—企业管理]