前置购买行为对情境效应的影响分析

The Influence of Prior Purchase on the Context Effect

基于情境效应机理以及享乐品和实用品选择理论,通过两个实验研究了前置购买类型对情境效应的影响、内在机制及其调节因素。研究结果显示:相比于实用品,前次购买享乐品更可能激发消费者的内疚感或付钱的痛苦,导致消费者在后续选择集上做选择时寻求选择理由的需要增强,因而折衷选项和占优选项的选择概率显著提高,情境效应增强;如果享乐性消费所伴随的内疚感或付钱的痛苦得以削弱(例如,消费者购买享乐品的金钱属于意外收获而非努力赚得的钱),那么前次购买享乐品(vs.实用品)对情境效应的提升作用也随之减弱。

This paper, based on the theories of the context effect and choice between hedonic and utilitarian products, inves- tigates how hedonic purchase differs from utilitarian purchase in affecting the context effects, the underlying mechanism and the boundary conditions through two studies. Result shows that a hedonic （ versus utilitarian） purchase can activate the feel- ing of guilt or pain of paying, which in turn facilitates purchase of options that are supported by best overall reasons or are easy to justify, such as the compromise option and the dominating option. Furthermore, if it can reduce guilty from hedonic consumption （ e. g. , to buy hedonic goods with windfall money instead of efforfful money）, the enhancing effect of a hedonie prior purchase on the subsequent context effect might be weakened.