时间标志对消费者产品偏好的影响  

The Effect of Temporal Landmarks on Consumers'Product Preference

作　　者：尚子琦 庞隽[2] 刘晓梅[2] Shang Ziqi;Pang Jun;Liu Xiaomei

机构地区：[1]中山大学国际金融学院,珠海519082 [2]中国人民大学商学院,北京100872

出　　处：《复印报刊资料（市场营销）》2022年第3期16-30,共15页

基　　金：中央高校基本科研业务费专项资金资助项目(15XNQ020)。

摘　　要：近些年,市场经济与电子商务的快速发展极大地丰富了消费者的购物选择。但是,与之相伴的产品信息过剩则增加了消费者的决策困难并引发非理性消费的风险。本文关注消费者在产品的愿望性属性和可行性属性之间的权衡,首次提出时间标志这一细微的环境因素会影响消费者在两种属性之间的权衡结果以及最终的产品偏好。通过五个实验,结果证实:(1)开端时间标志使消费者赋予产品愿望性属性更高的权重并因此更加偏好在愿望性属性上表现更好的产品选项;(2)促进定向是上述影响关系的解释机制;(3)消费者的年龄在上述影响关系中起调节作用。研究结论不仅进一步深化与拓展了现有的时间标志文献,并且有助于企业选择正确的营销时点提升营销活动的效果,同时有助于消费者正确认识影响其自身产品偏好的环境因素,增加理性消费。In recent years,the rapid development of market economy and electronic commerce has greatly enriched consumers'product choices.However,the excessive information accompanied with the development increases the difficulty of making choices and the risk of irrational consumption.This paper examines consumers'trade-offs between desirability and feasibility.We propose that temporal landmarks affect the relative importance of desirability and feasibility,and consequently impact consumers'product choices.Across five studies,we show that the starting temporal landmarks increase the relative importance of desirability,leading consumers to prefer desirability-superior products over feasibility-superior products.In addition,we identify promotion focus as the underlying process and age of consumers as the moderators.Our research extends the literature on temporal landmarks,and provides important implications for companies to decide how to choose the right time for product promotion.It also helps consumers better understand the influencing factors of their decision making and make right choices at the right time.

关 键 词：时间标志 促进定向 愿望性属性 可行性属性 

分 类 号：F713.55[经济管理—市场营销]