自我建构和感知风险对消费者选择影响研究——基于社会效用视角  

Influence of Self-construal and Perceived Risk on Consumer Choice——Social Utility Perspective

作　　者：高敏[1,2] 孙洪杰[2] GAO Min SUN Hongjie(School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China Marbeting Science Research Center, School of Business Planning, Chongqing Technology and Business University, Chongqing 400067, China)

机构地区：[1]西南交通大学经济与管理学院,四川成都610031 [2]重庆工商大学商务策划学院,重庆400067

出　　处：《大连理工大学学报（社会科学版）》2017年第3期67-74,共8页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金面上项目:"基于双向情境效应的属性同异决策研究:效用解构;效应交互与模型构建"(71472018);重庆市基础与前沿研究计划项目:"同异属性选择集内消费者选择行为研究--基于多重情境效应交互的视角"(cstc2014jcyjA00047)

摘　　要：基于当前相同属性同异选择集下消费者选择行为研究结论的矛盾和成因,从产品属性同异信息的社会效用视角出发,引入自我建构和感知风险变量,运用情境慔拟实验法全面探寻消费者的选择行为。研究结果显示:自我建构对消费者选择有显著影响,依存型自我更倾向于选择属性趋同产品,独立型自我则相反。同时,自我建构和感知风险对消费者的属性同异选择存在交互作用。在高感知风险情形下,依存型自我倾向于选择属性趋同产品;在低感知风险情形下,独立型自我则更偏好选择属性趋异产品;在其他情形下,两类消费者的属性同异选择则不显著。Based on the contradictions and causes of previous research about consumer choice behavior under the same choice set with similar and different attributes,the paper explores the consumer choice behavior from the perspective of social utility of product information by introducing self-construal and perceived risk variables into situational simulation experiment.The research results indicate that self-construal has a significant impact on consumer choice,as the interdependent self-construal is more inclined to choose the products with convergence attribute,while the independent self-construal prefers the opposite.Meanwhile,there is an interaction between self-construal and perceived risk in consumer choice.In the case of high perceived risk,the interdependent selfconstrual tends to choose the products with convergence attributes;in the case of low perceived risk,the independent self-construal prefers to choose the products with divergence attributes.No significant tendencies have been observed in other cases.

关 键 词：消费者选择 属性对比 社会效用 自我建构 感知风险 

分 类 号：F713[经济管理—产业经济]