网络环境下产品稀缺的框架效应研究

A Study on the Framework Effect of Product Scarcity in Network Environment

基于前人关于框架效应方面和产品稀缺信息方面的研究,利用产品稀缺信息的两种不同展示方式"库存量"和"销售量"对消费者购买行为的不同影响展开研究。通过实证研究,得出以下结论:第一,消费者的购买意愿与稀缺信息呈正相关关系。第二,当价格较高的时候,被试倾向于做出独特性推断;当价格较低时,被试倾向于做出流行性推断。第三,消费者看到两种信息展示方式的反应是有明显差异的,防御导向的消费者看到库存量信息比看到销售量信息时购买意愿要高。

Based on previous research on framework effect and product scarcity information,this paper studies the effects of two different presenting methods of product scarcity information on consumers’ purchasing behavior by revealing scarcity information with inventory and sales volume.Through empirical research,the following conclusions are drawn: First the consumer’s willingness to buy is positively correlated with product scarcity information.Second the subjects tend to make inferences of exclusivity when price is high and to make inferences of popularity when the price is low.Third there is a noticeable difference in the consumers’ response to seeing the two methods of disclosing information.The defensive-oriented consumers are more willing to buy when they see inventory information than they do when they see sales information.