管理评论 ›› 2021, Vol. 33 ›› Issue (7): 203-215.

• 市场营销 • 上一篇    

计算更多或感觉独特:决策基础对产品属性可比偏好的调节作用

高成1, 朱虹1, 乔均2   

  1. 1. 南京大学商学院, 南京 210000;
    2. 南京财经大学营销与物流管理学院, 南京 210000
  • 收稿日期:2018-05-02 发布日期:2021-08-02
  • 通讯作者: 朱虹(通讯作者),南京大学商学院教授,博士生导师,博士
  • 作者简介:高成,南京大学商学院博士研究生;乔均,南京财经大学营销与物流管理学院教授,博士生导师,博士。
  • 基金资助:
    国家自然科学基金面上项目(71372034);江苏省高校研究生创新项目(KYZZ15_0276)。

Calculate More or Feel the Uniqueness: How does Decision Base Influence Consumers' Preference for Product Attributes' Alignability

Gao Cheng1, Zhu Hong1, Qiao Jun2   

  1. 1. School of Business, Nanjing University, Nanjing 210000;
    2. School of Marketing and Logistics Management, Nanjing University of Finance & Economics, Nanjing 210000
  • Received:2018-05-02 Published:2021-08-02

摘要: 为了考察决策基础如何影响消费者对产品属性可比性的偏好,本文进行了两个行为实验。研究发现,计算基础启动下的消费者对产品可比属性的关注度更高,对可比属性占优选项的选择和支付意愿更强;感觉基础启动下的消费者对产品不可比属性的关注度更高,对不可比属性占优选项的选择和支付意愿更强(实验一)。决策基础与属性可比性对消费者偏好的交互效应受到产品属性类型的影响,随着产品选项之间属性可比性降低,计算基础启动下的消费者对于功能属性占优选项的选择、溢价支付意愿减弱;相比而言,感觉基础启动下的消费者对于体验属性占优选项的选择和溢价支付意愿增强(实验二)。

关键词: 属性可比性, 决策基础, 属性类型, 结构匹配理论

Abstract: Two experiments are applied to explore how decision base influences consumers' preference for attributes alignability. We find that when priming calculation-base, consumers relatively pay more attention to alignable attributes, and they are likely to select and pay more for alignable superior option; while when priming feeling-base, consumers relatively pay more attention to nonalignable attributes, and their selection tendency and paying willingness for nonalignable superior options are higher (experiment 1). This interaction is influenced by the type of product attributes, as the attributes alignability decreases, consumers are incline to lower their selection tendency and premiums paying for function dominant products. However in the same context, consumers are more likely to choose the product with experiential dominance, as well as increase their premiums paying willingness (experiment 2).

Key words: attribute alignability, decision base, attribute type, structural alignment theory