消费分期还款顺序对消费者购买意愿的影响研究--价格吸引力和受操纵感的中介作用

Research on the Impact of Repayment Sequence of Consumption Loans by Installments on Consumers'Purchase Intentions:The Mediated Effects of Price Attractiveness and Feeling of Being Misled

针对消费者决策时未遵循期望效用最大化原则这一现象,设计了三种汽车消费分期并进行了满意度调查,通过构建中介效应模型分析了价格吸引力和受操纵感对消费者购买意愿的影响。Bootstrapping检验发现价格吸引力、受操纵感在还款顺序与购买意愿关系中发挥中介作用,价格吸引力对购买意愿有正面影响,受操纵感对购买意愿有负面影响。研究发现消费者决策非理性,不建议使用期望效用理论而应从心理原因入手解释消费者行为,研究结论为优化消费分期设计提供理论依据。

Regarding the phenomenon that consumers do not follow the principle of maximizing discounted utility when making purchase decisions,this study designs three auto loans by intallments and conducts satisfaction surveys.By establishing a mediation effect model,the study explores the influence of price attractiveness and feeling of being misled on consumers'purchase intentions.Bootstrapping test shows that price attractiveness has a significant positive mediated effect on consumers'purchase intentions,while feeling of being misled has a negative mediated effect on consumers'purchase intentions.The research finds that consumers make irrational decisions.Therefore,it is not recommended to use the discounted utility theory but to explain consumer behavior from psychological causes.The results provide a theoretical basis for optimizing the design of consumption loans by installments.