定制化情境下旅游服务购买决策的目标框架效应  

Goal Framing Effects on the Purchasing Decision of Tourism Services in Customization Scenarios

作　　者：张广宇[1] 张梦[2] 

机构地区：[1]西南民族大学旅游与历史文化学院,四川成都610041 [2]西南财经大学工商管理学院,四川成都611130

出　　处：《旅游学刊》2016年第1期57-67,共11页Tourism Tribune

基　　金：国家自然科学基金项目"消费者服务购买决策过程的框架效应研究"(71372207);中央高校基本科研项目创新团队(2015SZYTD03);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";旅游消费者创新理论团队(JBK150507)资助~~

摘　　要：在定制化情境下,同一服务项目的不同表述可以导致不同的决策结果,这被称为框架效应。文章基于调节匹配的视角,构建了目标框架与调节定向匹配对消费者旅游服务购买决策影响的分析框架,通过2(目标框架:选择vs.放弃)×2(调节定向:促进vs.防御)组间实验设计,验证了调节匹配对消费者服务购买意愿的影响机理以及认知流畅性与情绪体验的中介效应。研究结果表明:消费者旅游服务购买决策中存在目标框架效应;与选择性目标框架相比,消费者在放弃性目标框架中的服务购买意愿更高;当目标框架与调节定向达成匹配,促进定向的消费者在选择性目标框架中有更高的认知流畅性与情绪体验,进而产生更高的服务购买意愿;防御定向的消费者在放弃性目标框架中有更高的认知流畅性与情绪体验,进而产生更高的服务购买意愿。文章拓展了框架效应的研究领域,并为旅游企业开展定制化营销提供了理论与方法论指导。Under the scenarios of service customization, the same service item presented by different message frames may cause different purchase decisions, which is called the framing effect. As one typical framing effect, goal framing effects occur when a persuasive message has a different appeal depending on whether it emphasized the positive consequences of performing an act to obtain a particular goal or the negative outcome of not performing the act. Based on the perspective of regulatory fit theory, this paper verifies the impact of goal framing on tourist purchase decision-making and explored the influence mechanism of the regulatory fit between the message frame and regulatory focus, and discusses the mediation effect of cognitive fluency and emotional experience. In line with the related literature, this study manipulates the 2（goal frame： selected vs. forgone） ×2（regulatory focus：promotion vs. prevention） between subject experimental designs. During the designing of the experiment, we chose the sales plan of chargeable items in a package tour as the stimuli, and took the price as the control variable. Based on tourist routes found on the internet, we selected the＂ChengduKunming- Dali- Lijiang＂six- day pure play tour by plane as the background, with a chargeable item contained in the plan. In the selected goal frame, the participants were provided some basic service items, including an entrance ticket, meals, a tour guide, transportation and accommodations, and an optional item,＂No customs cabaret and food tasting＂is also told to the subjects, who face a question of whether to pay an additional fee to attend the activity. Just the opposite, the basic items and the chargeable option are offered to the subjects in the forgone goal frame, and another question follows asking the subjects if they would like a refund for not joining the activity. In the formal experiment,MBAs are invited to participate in the study, including grouping participants, guiding, control variable inspection and surveying

关 键 词：目标框架 选择框架 放弃框架 购买意愿 认知流畅性 情绪体验 

分 类 号：F592.3[经济管理—旅游管理]