呈现框架与消费者选择:消费者知识与促销的作用——以延保产品为例

Framing Effects and Consumer’s Choice: the Effects of Consumer Knowledge and Product Promotion——Based on the Case of Extended Warranty Service

笔者采用2个组间实验设计,研究呈现框架对消费者选择的影响,并以前景理论和心理账户理论为基础,研究消费者知识和促销活动的不同调节作用。结果表明:呈现框架对消费者购买意愿影响显著。相比减法呈现框架,加法呈现框架下消费者知识的调节作用显著;当主体产品进行促销时,无论是在加法框架下还是在减法框架下,消费者购买延保产品的意愿都明显增强。因此企业应根据这些特点制定相应营销策略,以提高新产品的销量。

This paper analyzes the influences of framing effects on consumer＇ s choice, and the moderator effect of consumers knowledge and product promotion by two between - groups design experiment. Results show that the influence of framing effects on consumer＇ s choice is significant. Consumer knowledge and products promotion play different roles under different framing work. t It is proposed that appropriate marketing strategies be made with these characteristics to push the sales of new product.