支出心理账户、转换成本与消费者线上购买行为的关联性研究——以生鲜水果消费为例

A Study on the Relationship Between Expenditure Psychological Account,Switching Cost and Online Purchase Behavior——Taking Fresh Fruit Consumption as an Example

作为日常生活必需品,生鲜水果也是中国人探望亲朋好友的人情消费主要商品之一。而随着我国线上消费量的逐渐增多,生鲜水果也逐渐成为了网购商品的重要品类之一。但是,很少有学者从生鲜水果角度研究转换成本与消费者线上购买行为。此外,消费者在做出购买决策时并不仅仅遵循"理性人"的成本最小化,他们还会受到心理账户的影响,特别是在中国文化情境下。基于此,本文将生鲜水果作为研究实例,进一步探讨支出心理账户对转换成本与消费者购买行为的调节效应。实证研究结果发现:转换成本的风险成本、评价成本、支付成本对消费者线上购买行为具有显著的正向影响,支出心理账户对转换成本与消费者线上购买行为具有显著的影响效应。

As a daily necessities,fresh fruits are also one of the main commodities for Chinese people to visit their relatives and friends.With the gradual increase in China’s online consumption,fresh fruits have gradually become one of the important categories of online shopping goods.However,few scholars have studied the switching costs and consumer online shopping behavior from the perspective of fresh fruits.In addition,consumers do not only follow the costs of"rational people"when making purchasing decisions,but they are also affected by psychological accounts,especially in the context of Chinese culture.Based on this,this paper further studies the moderating effects of expenditure psychological accounts on switching costs and consumer buying behavior under the condition of fresh fruit.The empirical results show that:risk cost,evaluation cost and payment costs belonging to the switching costs have a significant positive impact on consumer online purchasing behavior,psychological expenditure account has remarkable effect on the relationship between switching costs and consumer online purchasing behavior.