购彩认知偏差对购彩的影响:风险感知的作用  

The influence of cognitive biases on buying color:the mediating role of risk perception

作　　者：戴菲 王奥 张亚亚 DAI Fei;WANG Ao;ZHANG Yaya(College of Humanities and Social Sciences,Shanxi Medical University,Jinzhong 030600,China)

机构地区：[1]山西医科大学人文社会科学学院,山西晋中030600

出　　处：《心理月刊》2025年第3期6-9,共4页

基　　金：山西省2024年度研究生教育创新计划各类项目(2024SJ215)。

摘　　要：目的探究购彩认知偏差对彩民购彩行为的影响及风险感知的中介作用。方法采用简单随机抽样法,于2023年8月通过Credamo见数线上平台构建并发放问卷和HBO行为实验,采用风险-收益问卷、购彩认知偏差问卷和彩票选择任务对全国700名成年人进行调查。结果购彩认知偏差总分与风险感知、损失风险偏好呈显著正相关(r=0.114,P<0.01;r=0.085,P<0.05);风险感知和损失风险偏好呈显著正相关(r=0.091,P<0.05)。购彩认知偏差既可以直接影响损失风险偏好(β=0.001),也可以通过风险感知的完全中介作用间接影响损失风险偏好(β=0.007)。结论风险感知在购彩认知偏差对购彩行为的影响中起完全中介作用。本研究与前人研究结论不同,丰富了购彩认知偏差对购彩行为影响的理论体系,为彩票业健康发展制定更有效的购彩策略提供理论支持和实践指导。Objective To explore the influence of cognitive deviation on lottery buying behavior and the intermediary role of risk perception.Methods Using simple random sampling method,questionnaires and HBO behavior experiments were constructed and distributed in August 2023,and 700 adults nationwide were surveyed.Results The total score of cognitive bias showed significant positive correlation with risk perception and loss risk preference(r=0.114,P<0.01;r=0.085,P<0.05);risk perception and loss risk preference(r=0.091,P<0.05).Purchase cognitive bias can directly affect loss risk preference(β=0.001)or indirectly affect loss risk preference through the complete mediation of risk perception(β=0.007).Conclusion Risk perception plays a completely mediating role in the influence of cognitive bias on color buying behavior.Different from the previous conclusions,this study enriches the theoretical system of the influence of cognitive bias on lottery purchasing behavior,and provides theoretical support and practical guidance for the healthy development of lottery industry to develop more effective lottery purchasing strategies.

关 键 词：购彩认知偏差 风险感知 购彩行为 风险规避 彩票 

分 类 号：B84[哲学宗教—心理学]