时间导向对深度文化产品购买意愿的影响——基于框架效应的研究  

Effects of time orientation on purchase intention of deep cultural products:a study based on the framework effect

作　　者：汪程聪[1] 周颖[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：《上海管理科学》2016年第2期41-45,共5页Shanghai Management Science

基　　金：国家自然科学基金面上项目(71372411)

摘　　要：文化消费尤其是深度文化消费以其"精神追求"而备受关注。本文基于这一热点,采用实验法研究了现在导向和未来导向的不同消费者对深度文化产品购买意愿的差异。结果表明,未来导向的消费者更愿意进行深度文化消费;时间导向对深度文化产品的购买意愿会受时间距离信息和调节聚焦信息的调节作用。以上研究结果对文化产品提供者进行产品宣传、定位将产生有益启示。Culture consumption, especially serious culture consumption is attached attention for its spiritual pursuit character. Based on this hotspot in social development, the paper adopts experimental research to make comparison from present-oriented and future-oriented people on serious culture products purchasing intention. The results show that futureoriented people are inclined to serious culture consumption than present-oriented ones and the ads information framed in temporal distance and regulatory focus may moderate this process. These results would help to advertise and locate serious culture products for related institutions.

关 键 词：深度文化产品 购买意愿 时间导向 框架效应 

分 类 号：F731.55[经济管理—产业经济]