支付方式对产品偏好的影响研究  

The Ways of Payment on Product Preferences

作　　者：杨晨[1] 王海忠[2] 钟科[2] 付佳[3] 江红艳[4] 

机构地区：[1]华南理工大学工商管理学院 [2]中山大学管理学院 [3]华南理工大学新闻与传播学院 [4]中国矿业大学管理学院

出　　处：《管理学报》2015年第2期264-275,共12页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71172164);国家自然科学基金资助青年项目(71302141)

摘　　要：通过3个实验,研究了支付方式对消费者产品偏好的影响及其内在机制。实验一、实验二发现,启动刷卡概念的消费者更偏好具有促进利益和促进框架的产品;启动现金概念的消费者则更偏好具有预防利益和预防框架的产品。实验三发现,启动刷卡概念后,对购买成功的预期愉悦中介了消费者对促进框架产品的偏好;启动现金概念后,对购买失败的预期痛苦中介了消费者对预防框架产品的偏好。研究最后探讨了这些结果的理论与实践意义。Through three experiments, the researchers explored the effect of different payment ways on consumers＇ product preferences and the underlying mechanism of this effect. The results of experiment 1 and 2 revealed that, priming credit cards led to greater preference toward products with promotion focused attributes or promotion framed, and products with prevention focused attributes or prevention framed were more attractive under the cash condition. The result of experiment 3 showed that, when participants were primed with cash concept, the anticipated pain from failing to fulfill one＇ s purchasing goal drove the appeal of prevention framed over promotion framed products. Conversely, when participants Were primed with credit card concept, the anticipated pleasure from fulfilling one＇s purchasing goal drove the appeal of promotion framed over prevention framed products. Theoretical contribution and implications for these results were discussed finally.

关 键 词：支付方式 调节聚焦 预期愉悦 预期痛苦 

分 类 号：C93[经济管理—管理学]