思维聚焦对发展型文化消费产品购买意愿的影响  

The Impact of Mental Stimulation on Consumer Purchase Intention towards Self-development Culture Products

作　　者：钱玮[1] 吕巍[1] 金振宇[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《心理科学》2015年第1期185-190,共6页Journal of Psychological Science

基　　金：国家自然科学基金项目(71372411)的资助

摘　　要：本研究以中国大学生为被试人群,采用问卷调查的方式探析了消费者的思维聚焦(过程聚焦/结果聚焦)对发展型文化消费产品购买意愿的影响,发现结果聚焦的消费者比过程聚焦的消费者对发展型文化消费产品的购买意愿更强烈。同时,时间距离对这一效应存在调节作用,即时间距离远时,这一效应显著;时间距离近时,思维聚焦对发展型文化消费产品的购买意愿没有显著影响。此外,本研究进一步发现,在时间距离较远时,消费者的未来时间洞察力部分中介了思维聚焦对发展型文化消费产品的购买意愿。Currently, culture consumption has become one of the fastest growing consumptions in China. This research concentrated on the self- development culture consumption products which can be conducive to consumers in several aspects in their lifetime and studied the culture consumption phenomenon from a psychological perspective. The study aimed to explore whether consumers＇ mindset （process-focused or outcome- focused） would influence their purchase decision of self-development culture products. First and foremost, the research used the pilot study to figure out three traditional self-development culture products which can be recognized by Chinese university students from listing eleven culture consumption products. They are MBA education, sports club and English language training. Then, study one used the MBA education as the stimulus and manipulated the mental stimulation by the presenting advertisement of a MBA education. In the study, process-focused advertisement information was mainly related to the process of getting a MBA degree such as learning in the class and participating in the exchange programs. While outcome-focused advertisement information was generally about what the students would learn and obtain from the MBA education such as their promising future career and extensive alumni networks. Students were randomly assigned into either the process-focused group or the outcome-fucused group. After reading two different advertisements, students reported their purchase intention about the MBA education. The result showed that compared with the process-focused consumer, the outcome-focused consumer had higher purchase intention of self-development culture products. Study two tested the moderating effect of temporal distance and it was a 2（mental stimulation： process-focused/outcome-focused）x2（temporal distance： near/far） study. This study manipulated the temporal distance by telling the consumer that the purchase behavior of the sports club would happen one week later or six months later

关 键 词：发展型文化消费 思维聚焦 时间 距离 未来时间 洞察力 

分 类 号：B842.5[哲学宗教—基础心理学]