选择高价高质还是低价低质产品?主观社会经济地位调节折衷产品缺货情境下的消费者选择  

High-price and High-quality or Low-price and Low-quality Products?Subjective Socioeconomic Status Moderates the Effect of Stock-out Middle Option on Consumer Choices

作　　者：陈姿亦 周刘娟 周飞艳 陈园园 郑嘉玲[1,3] 颜志强 CHEN Ziyi;ZHOU Liujuan;ZHOU Feiyan;CHEN Yuanyuan;ZHENG Jialing;YAN Zhiqiang(Shuda College,Hunan Normal University,Changsha,410081,China;Department of Psychology,Hunan Normal University,Changsha,410081,China;Cognition and Human Behavior Key Laboratory of Hunan Province,Hunan Normal University,Changsha,410081,China)

机构地区：[1]湖南师范大学树达学院文法系,长沙410081 [2]湖南师范大学教育科学学院心理学系,长沙410081 [3]湖南师范大学认知与人类行为湖南省重点实验室,长沙410081

出　　处：《心理技术与应用》2021年第10期577-585,共9页Psychology(Techniques and Applications)

基　　金：湖南省创新创业训练计划项目(编号:4401)。

摘　　要：通过对折衷产品缺货情境下产品类型对消费者选择的影响进行考察,验证主观社会经济地位在其中的调节作用。结果发现:在折衷产品缺货情境下,消费者无论是在选择实物性产品还是体验性产品时,都倾向于购买低价低质的产品;主观社会经济地位越高的消费者在购买实物性产品和体验性产品时都更倾向于购买高价高质的产品,主观社会经济地位越低的消费者则更倾向于购买低价低质的产品。结论:在折衷产品缺货情境下,产品类型对于消费者的选择没有影响,消费者始终倾向于购买低价低质的产品,主观社会经济地位对消费者的选择具有调节作用。The current study investigates whether product types would influence the effect of stock-out middle option on consumer choices.Furthermore,we considered the moderating effect of subjective socioeconomic status.Results showed that:First,no matter when choosing material products or experiential products,consumers always tend to choose the low-price and low-quality product;Second,consumers with higher subjective socioeconomic status are more likely to buy high-price and high-quality products,and consumers with lower subjective socioeconomic status are on the contrary.Conclusions:The effect of stock-out middle option on consumer choices was not influenced by product types,but moderated by subjective socioeconomic status.

关 键 词：实物性产品 体验性产品 折衷产品 消费者选择 主观社会经济地位 

分 类 号：B849[哲学宗教—应用心理学]