卷入情景下特征框架效应对购买意愿的影响  

Influence of the Attribute Framing Effect on Purchasing Intention under Involvement Scene

作　　者：王琦[1] 刘凯[2] 张晓航[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876 [2]中国银联股份有限公司银行服务部,北京100000

出　　处：《商业研究》2016年第10期1-9,共9页Commercial Research

基　　金：国家自然科学基金资助项目;项目编号:71372194;国家自然科学基金资助项目;项目编号:71371034;国家留学基金项目资助

摘　　要：特征框架是一种典型的框架效应,在很大程度上影响着消费者的决策。本文细分产品类型和消费者卷入类型,探究卷入情景下特征框架对不同类型产品购买意愿的差异化影响。研究表明产品类型与消费者卷入类型有对应关系,消费者在认知卷入和情感卷入下都产生了特征框架效应,情感卷入下消费者在正负特征框架中的购买决策差异性更大、特征框架效应更明显,消费者的卷入程度对特征框架效应和消费者的购买意愿有调节效应。因此,商家定制化使用不同类型产品描述和展现方法尤为重要,并能够利用特征框架来引导消费者的购买选择。Framing effect refers to the phenomenon that the change in the framework leads to the individual＇s preferences transition to the same problem with alternative solutions,which is a typical case of irrational decisions. Attribute frame is a typical feature of the framing effect greatly affecting consumers＇ decisions. This paper breaks down the product type and involvement type,and explores deeply how attribute frame affects differently the purchasing intention for different types of product under involvement scene. Studies have shown that the product type is corresponding with involvement type,and the consumers are influenced by attribute framing effect both in cognitive and emotional involvement. There is large difference of the consumers＇ purchasing intention in emotional involvement between the positive and negative characteristics framework. At the same time,the extent of the consumer involvement will moderate the influence of attribute framing on purchasing intention. So it＇s particularly important for businesses to use different customized types of product description and displaying,guiding consumers to make purchasing options with the attribute framework.

关 键 词：产品类型 卷入类型 特征框架 购买意愿 

分 类 号：F272.90[经济管理—企业管理]