消费者决策角色对产品形态的偏好逆转研究  

A Study on Consumer Decision Roles and Preference Reversal in Product Forms

作　　者：刘丹 许销冰 黄伟[3] 孙洪杰 Liu Dan;Xu Xiaobing;Huang Wei;Sun Hongjie(School of Management,Fudan University;School of Business,Guangxi University;International Business School,Hainan University)

机构地区：[1]复旦大学管理学院 [2]广西大学工商管理学院 [3]海南大学国际商学院

出　　处：《营销科学学报》2025年第2期57-76,共20页Journal of Marketing Science

基　　金：国家自然科学基金(72162012,72062013);海南省自然科学基金高层次人才项目(721RC517,724RC492)的资助。

摘　　要：随着互联网的发展,数字产品数量激增,许多产品同时具有了数字和实物两种形态。这使得消费者在选择产品时可能面临应该选择购买哪种产品形态的问题。本研究探讨了消费者为自己决策和为他人决策时存在的产品形态偏好逆转现象。通过5项实验,本研究发现:消费者为自己决策时会偏好产品的数字形态,而为他人决策时更偏好同一产品的实物形态。这是因为,产品的数字形态相对于其实物形态具有高可行性(feasibility)和低可取性(desirability)。依据解释水平理论,消费者在为自己(vs.他人)决策时更加关注可行性(较少关注可取性)。因此,消费者在为自己和他人进行产品形态选择时产生了偏好逆转。本研究对相关理论和实践意义进行了讨论。With the development of the internet,the number of digital products has surged,and many products now exist in both digital and physical forms simultaneously.This presents consumers with the dilemma of choosing between these two product forms when making a purchase decision.This paper explores the phenomenon of preference reversal in product forms that arises when consumers make decisions for themselves and when making decisions for others.Through five experiments,this research reveals that consumers tend to prefer the digital form of a product when deciding for themselves,while they exhibit a preference for the physical form of the same product when making decisions for others.This preference reversal is attributed to the relative feasibility and desirability characteristics of digital product forms compared to physical ones.Drawing on the construal level theory,consumers tend to emphasize feasibility(and less desirability)when deciding for themselves as opposed to deciding for others.Consequently,consumers exhibit a preference reversal when choosing between product forms for themselves and others.The establishment of this phenomenon and its underlying mechanisms have important implications for consumer decision-making and the formulation of marketing strategies for businesses.

关 键 词：自我-他人决策 可行性-可取性考量 产品形态 解释水平理论 

分 类 号：F713.5[经济管理—市场营销]