不同心理距离情境下产品属性对购买意向的影响

The Influence of Product Attributes on Purchase Intention under Different Psychological Distance Conditions

产品属性有两个维度:享乐维度和实用维度,消费者对于享乐属性和实用属性的偏好是不一样的。通过引入心理距离认为产品属性对购买意向的影响是不一样的,如果消费者处在心理距离的情景,那么产品享乐属性对他们的购买意向有更强烈的影响,如果心理距离的减少,产品实用属性对消费者购买意向有更强烈的影响,并认为消费者心理距离的变化会对产品享乐属性和实用属性的偏好发生逆转。

The product attribute has two dimensions： hedonic and utilitarian dimensiqns,Consumer preference for hedonic attribute and utilitarian attribute is not the same.Through the introduction of the psychological dis- tance theory, The paper suggest that product attributes affect purchase intention is not the same,and verify that hedonic attribute has a stronger impact on consumer purchase intention when decision-making is psychological distance distant ,Product utilitarian attribute have a stronger impact on consumer purchase intention when deci- sion-making is psychological close,and suggest that the customer preference for hedonic attribute and utilitarian attribute will reverse if the psychological distance changed.