触觉体验对消费者购买决策判断的影响:兼论NFT与决策环境的调节作用

Research on the Impact of Tactile Experience on Consumer's Purchase Decision:NFT's Regulatory Effect on Decision-Making Environment

旨在研究触觉体验对于消费者购买决策的影响,并进一步研究了NFT和决策环境的不同调节作用。结果表明:触觉体验对消费者购买决策判断有显著的正向影响;NFT的调节作用显著,相比低NFT消费者,高NFT消费者的购买决策判断受触觉体验影响更显著;决策环境对于不同NFT的消费者有着不同的调节作用,对于低NFT消费者,决策环境对触觉体验的调节作用不显著,而对于高NFT消费者,决策环境的调节作用显著。

In this paper,the author analyzes the influence of tactile experience on consumers＇ purchase decision,and the regulatory effect of NFT on decision-making environment. Results show that tactile experience has significant positive influence on consumers＇ purchase decision. The regulatory effect of NFT is also apparent. Compared with low NFT consumers,high NFT consumers are more affected by the tactile experience in their purchase decision making process. Decision-making environment shows different regulatory effects on different NFT consumers. For low NFT consumers,the regulatory effect is insignificant on tactile experience,while that for high NFT consumers is significant.