摘要
消费者购买前的主观意向与实际决策行为经常矛盾,即存在陈述性偏好(SP)和显示性偏好(RP)差异性问题。目前关于SP和RP的研究多集中于两者的一致性和互补性,对其差异性研究较少,且忽视了消费者偏好不确定性的影响。基于此,本文提出了不确定性遗憾偏好模型,通过消费者发生购买行为后的满意或后悔程度来衡量SP和RP的差异性。结果表明,品牌认知、设计认知、性能认知及参照群体等不确定性因素,性别、教育和收入等消费者特征因素,价格、产品集、更换时间等产品属性因素均对消费者偏好差异性有显著影响。此外,男、女样本在SP和RP差异性上存在显著的系统性差异。
Consumers′subjective intentions before purchasing often contradict their actual decision-making behavior,that is,there are differences between stated preference(SP)and revealed preference(RP).At present,research on SP and RP mostly focuses on their consistency and complementarity,but research on their differences is less,and ignores the impact of consumer preference uncertainty.Based on this,this paper proposes an uncertain regret preference model,which measures the difference between SP and RP by the degree of satisfaction or regret of consumers after buying behavior.The results show that uncertainties such as brand recognition,design recognition,performance recognition and reference group,consumer characteristics such as gender,education and income,and product attributes such as price,product set and replacement time have significant effects on consumer preference.In addition,there are significant systematic differences in SP and RP between male and female samples.
作者
刘学民
葛姣菊
靳国钱
LIU Xue-min;GE Jiao-ju;JIN Guo-qian(School of Economics and Management,Harbin Institute of Technology,Shenzhen 518055,China;Shenzhen Branch,Beijing Didi Unlimited Technology Development Co.,Ltd.Shenzhen 518054,China)
出处
《商业研究》
CSSCI
北大核心
2019年第9期1-10,共10页
Commercial Research
基金
国家自然科学基金重点项目,项目编号71831005
国家自然科学基金项目,项目编号:71402039
深圳市高层次人才项目,项目编号:KOCX2015032715503970
关键词
偏好差异性
偏好不确定性
遗憾偏好模型
手机产品
preference difference
preference uncertainty
regret preference model
mobile phone products