作 者: ;
机构地区: 北京理工大学管理与经济学院
出 处: 《管理学报》 2020年第12期1831-1838,1880,共9页
摘 要: 通过构建消费者物质主义价值观在分期消费时对购买意愿影响的模型,对这一关系中的作用机制和边界条件进行探究。两个实验分别探究了双通道心理账户在消费者分期消费中的中介效应和产品类型的调节效应,揭示了影响消费者分期消费的关键因素。研究结果表明:①消费者物质主义价值观水平越高,消费者分期消费意愿越高;②双通道心理账户在消费者分期消费中起到中介作用;③产品类型在消费者分期消费中起到了调节作用。 By constructing a model of the influence of consumer material values on purchase intention under the consumer installment,the mechanism and boundary conditions in this relationship are explored.This study explored the mediating role of double-entry mental accounting in consumer installment and the moderating role of product category through two experiments,and revealed the key factors that affecting consumer lending consumption.The results of the study show that:①The higher level of consumer materialism,the higher purchase intention of consumers to spend in consumer installment.②The double-entry mental accounting plays an mediating role in consumer installment.③Product category plays a moderating role in consumer installment.
关 键 词: 分期消费 物质主义价值观 双通道心理账户 产品类型 购买意愿
领 域: [经济管理—管理学]