意外之财对新产品购买意愿的影响——感知风险的中介作用  

The impact of windfall money on purchase intention for new products:The mediating role of perceived risk

作　　者：才凤艳 赵晓虹 郭伟程 CAI Feng-yan;ZHAO Xiao-hong;GUO Wei-cheng(Antai College of Economics and Management,Shanghai Jiao Tong University,Shanghai 200030,China;Glorious Sun School of Business and Management,Donghua University,Shanghai 200051,China;Shenzhen Xiapi Information Technology Co.,Ltd.Shanghai Branch,Shanghai 200030,China)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030 [2]东华大学旭日工商管理学院,上海200051 [3]深圳虾皮信息科技有限公司上海分公司,上海200030

出　　处：《管理科学学报》2025年第3期19-33,共15页Journal of Management Sciences in China

基　　金：国家杰出青年科学基金资助项目(72325004);国家自然科学基金资助青年项目(72402032)。

摘　　要：基于心理账户理论,本文通过六个实验探究了意外之财对新产品购买意愿的影响及其内在机制.研究结果表明,相比未获得意外之财,获得意外之财的消费者更愿意购买新产品(实验1a,实验1b和实验2);感知风险在意外之财与新产品购买意愿的关系中起到中介作用(实验3a和实验3b).此外,产品涉入度调节了上述效应,对于低涉入度产品,意外之财显著影响新产品购买意愿,而对于高涉入度产品,意外之财对新产品购买意愿的影响不再显著(实验4).本文拓展了意外之财的研究范畴,丰富了新产品购买意愿的影响因素,并为企业如何设计优惠信息的呈现时机,促进新产品购买提供策略性指导。Based on mental accounting theory,this research explores the effect of windfall money on purchase intention for new products through six studies.The results show that consumers who receive unexpected windfall money are more willing to purchase new products than those who do not receive unexpected windfall money(Studies la,1b,and 2).Moreover,perceived risk is the underlying mechanism(Studies 3a and 3b).Product involvement plays a moderating role:The effect of windfall money on purchase intention disappears for high-involvement new products but persists for low-involvement new products(Study 4).This research expands the research scope of windfall money,enriches the influencing factors of purchase intention for new products,and provides evidence for companies to present the discount information.

关 键 词：意外之财 新产品购买意愿 感知风险 产品涉入度 

分 类 号：C939[经济管理—管理学]