定制化情境下旅游服务购买决策的目标框架效应

发布时间：2018-06-22 13:06

本文选题：目标框架 + 选择框架　；参考：《旅游学刊》2016年01期

【摘要】：在定制化情境下,同一服务项目的不同表述可以导致不同的决策结果,这被称为框架效应。文章基于调节匹配的视角,构建了目标框架与调节定向匹配对消费者旅游服务购买决策影响的分析框架,通过2(目标框架:选择vs.放弃)×2(调节定向:促进vs.防御)组间实验设计,验证了调节匹配对消费者服务购买意愿的影响机理以及认知流畅性与情绪体验的中介效应。研究结果表明:消费者旅游服务购买决策中存在目标框架效应;与选择性目标框架相比,消费者在放弃性目标框架中的服务购买意愿更高;当目标框架与调节定向达成匹配,促进定向的消费者在选择性目标框架中有更高的认知流畅性与情绪体验,进而产生更高的服务购买意愿;防御定向的消费者在放弃性目标框架中有更高的认知流畅性与情绪体验,进而产生更高的服务购买意愿。文章拓展了框架效应的研究领域,并为旅游企业开展定制化营销提供了理论与方法论指导。
[Abstract]:In a customized situation, different representations of the same service item can lead to different decision results, which is called framework effect. Based on the perspective of adjusting matching, this paper constructs an analysis framework of the impact of goal frame and adjusting orientation matching on the purchasing decision of consumer tourism service, through 2 (goal frame: select vs.) Give up 脳 2 (adjust orientation: promote vs. The effect of adjustment matching on consumers' willingness to buy service and the mediating effects of cognitive fluency and emotional experience were verified. The results show that: there is a goal frame effect in consumer tourism service purchase decision-making; compared with selective goal framework, consumers have higher willingness to buy services in the framework of abandonment goals; when the goal framework and regulatory orientation reach a match, Promote targeted consumers to have higher cognitive fluency and emotional experience in the framework of selective goals, and then produce higher willingness to buy services; Defensive oriented consumers have higher cognitive fluency and emotional experience in the framework of abandonment goals, and then produce higher willingness to buy services. This paper extends the research field of frame effect and provides theoretical and methodological guidance for tourism enterprises to carry out customized marketing.
【作者单位】：西南民族大学旅游与历史文化学院;西南财经大学工商管理学院;
【基金】：国家自然科学基金项目“消费者服务购买决策过程的框架效应研究”(71372207) 中央高校基本科研项目创新团队(2015SZYTD03) 四川省高校人文社科重点研究基地“西部旅游发展研究中心” 旅游消费者创新理论团队(JBK150507)资助~~
【分类号】：F592.3

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