心理账户视角下在线用户转化机理研究  

Research on online user transformation mechanism from perspective of psychological account

作　　者：李艺[1] 王峤 LI Yi;WANG Qiao(School of Management,Shenyang University of Technology,Shenyang,Liaoning 110870,China)

机构地区：[1]沈阳工业大学管理学院,辽宁沈阳110870

出　　处：《沈阳工业大学学报（社会科学版）》2024年第4期419-429,共11页Journal of Shenyang University of Technology(Social Sciences)

基　　金：辽宁省教育厅基金项目(WQGD2017017)。

摘　　要：在“宅经济”盛行的今天,提升在线用户转化率是App企业抢占市场、发掘商业潜力的主要途径。基于心理账户视角,运用推拉锚定模型,实证研究在线用户转化机理。研究发现:用户对产品缺陷越厌倦,心理账户的非替代性强度、预算性强度越弱,用户越容易改变心理账户设置与预算分配,进而产生消费行为;用户感知到的产品价值越大,心理账户的非替代性强度、预算性强度越弱,越容易产生消费行为;最优刺激水平高的用户更容易厌倦产品缺陷,心理账户非替代性强度、预算性强度更容易受产品缺陷厌倦感影响;最优刺激水平高的用户更容易感知产品价值,心理账户非替代性强度、预算性强度更容易受感知产品价值影响。据此提出突出付费产品特点、提升用户感知价值、完善用户激励机制、向App用户进行针对性营销推送等提高用户转化率的营销建议。In today′s prevalent“home economy”,improving the conversion rate of online users is the main way for App enterprises to seize the market and explore business potential.From the perspective of psychological account,empirical research is conducted on the mechanism of online user conversion by applying push-pull anchoring model.The results show that:the more tired to the product defects the users are,the weaker the non-substitutability strength and budgeting strength of psychological accounts,and the easier for users to change their psychological account settings and budget allocation,thus easier to produce consumption behaviors.The more the user perceives the value of the product,the weaker the non-substitutability strength and budget strength of the psychological account,and the easier the users are to produce consumption behavior.Users with a high level of optimal stimulus are more likely to be tired of product defects,and the non-substitutability strength and budgeting strength of psychological accounts are more likely to be affected by product defect boredom.Users with a high level of optimal stimulus are more likely to perceive product value,while the non-substitutability strength and budgeting strength of psychological accounts are more likely to be affected by perceiving product value.Marketing suggestions are proposed accordingly on improving user conversion rates,such as highlighting the characteristics of paid products,enhancing user perceived value,improving user incentive mechanisms,and providing targeted marketing push to App users,etc.

关 键 词：在线用户 用户转化率 心理账户 推拉锚定模型 最优刺激水平 

分 类 号：C939[经济管理—管理学]