“预售”模式下跨期选择的行为研究

Research on the Behavior of Intertemporal Chioce under the“Pre-sale”Mode

跨期选择是常见的行为决策之一,研究跨期选择有助于个体做出更理性的选择。以往研究表明,影响个体进行跨期选择的因素主要包括决策主体、决策对象以及决策情境。为进一步探究跨期选择的影响因素,将重点聚焦于决策主体的自我控制能力、决策对象的延迟时间和折扣金额,采用问卷调查的方法探究“预售”模式下,自我控制能力、延迟时间和折扣金额对个体跨期选择偏好的影响。研究结果表明,在“预售”模式下,个体的自我控制能力与跨期选择偏好之间呈显著正相关关系,即自我控制能力高的个体更倾向于延迟满足,自我控制能力低的个体更倾向于立即满足;同时,延迟时间越短或折扣金额越大,个体越倾向于选择延迟满足。此外;自我控制能力、延迟时间、折扣金额两两交互作用均显著,且三者交互作用也显著。

Intertemporal choice is one of the common behavioral decisions.The study of intertemporal choice is helpful for individuals to make more rational choices.Previous studies have shown that the factors affecting the individual’s intertemporal choices mainly include the decision subject,the decision object and the decision context.In order to further explore the influencing factors of intertemporal choice,this study focuses on the self-control ability of the decision-making subject,the delay time and the discount amount of the decision-making object and explores the influence of the self-control ability,delay time and discount amount on the individual’s intertemporal choices preference under the“pre-sale”mode through questionnaire survey.The results show that in the“pre-sale”mode,there is a significant positive relationship between individuals’self-control and inter-period choice preference,i.e.individuals with high self-control tend to delay gratification,while those with low self-control tend to gratify immediately,and the shorter the delay time or the larger the discount amount,the more individuals tend to choose delayed gratification.In addition,self-control ability,delay time and discount amount have significant interaction,and the interaction among them is also significant.