摘要
研究采用情境问卷的方法,从行为经济学视角探究金钱沉没成本效应对观赏性体育消费决策的影响,研究发现观赏性体育消费中存在金钱沉没成本效应,这种效应的产生原因是个体期望过去的成本投入产生收益以及避免资源浪费,而受金钱沉没成本效应影响,个体在观赏性体育消费上会相应增加消费频率以及减少消费中的转换行为。
Using situational questionnaire,this paper explores the influence of money sunk cost effect on the consumption decision of ornamental sports from the perspective of behavioral economics.It is found that there is money sunk cost effect in ornamental sports consumption.The reason for this effect is that individuals expect past cost investment to generate income and avoid waste of resources.Under the influence of money sunk cost effect,individuals will increase consumption frequency and reduce conversion behavior in consumption.
作者
常伯深
王昊
施展浩
Chang Boshen;Wang Hao;Shi Zhanhao(Shanghai University of International Business and Economics,Shanghai 201600,China.;不详)
出处
《体育科技文献通报》
2022年第1期177-178,184,共3页
Bulletin of Sport Science & Technology
基金
教育部人文社会科学研究青年基金项目《基于沉没成本效应的体育消费对体育锻炼习惯养成的促进研究》(项目编号:17YJCZH142)。
关键词
金钱沉没成本
沉没成本效应
体育消费
消费决策
sunk cost of money
Sunk Cost Effect
sports consumption
consumer decision making
