消费者服务购买决策过程的框架效应研究

In daily life, it is found that different expressions of the same problem often lead to completely different decisions, which is called framing effect in psychology. Framing effect can influence consumer purchase decisions. To explore framing effect, we need to make comprehensive research on framing effect theory, purchase decision theory and regulatory fit theory. Thus, through analyzing the attribute framing in the stage of judgment and the goal framing in decision making in the process of service purchase, the project reveals the mechanism of how framing effect influencing on the phase of purchase decision making under different matching relationship. Furthermore, this project tries to build and test the theoretical model of the impact of message frame on consumer service purchase decision making process from the two -dimension matching matrix of message frame between regulatory focus. Through researching the intermediary role of cognitive fluency and emotional experience in the stage of evaluation and purchase intention, the study also explores the effect of different frameworks implement path and the moderating effect of situational factors. This research offers new insight of dealing with the question that how we could match consumer type and product description by virtue of the message frame. Meanwhile, the study illustrates a new theoretical basis to uncover the "black box" in the evaluation and purchase decision of consumer and to explain the purchasing decision mechanism.

日常生活发现，同一问题往往会因表述方式不同而导致完全不同的决策结果，这在心理学上称为框架效应。框架效应对消费者购买决策产生重要影响，而探索消费者购买决策过程中的框架效应需要对信息框架理论、购买决策理论和调节匹配理论进行综合研究。为此，本项目从信息框架与调节定向匹配的二维矩阵出发，通过研究消费者在服务购买评估阶段的特征框架效应和服务购买选择阶段的目标框架效应，揭示不同匹配关系下框架效应对购买决策过程不同阶段的影响机制，构建并检验特征框架和目标框架对消费者服务购买决策过程影响的理论模型；探索认知流畅性和情绪体验在框架效应中的中介影响作用，研究不同框架效应实现的路径以及时间压力情境因素的调节作用。本研究为如何通过信息框架解决产品描述与不同消费者相适应的问题提供了新的理论和方法，同时为打开消费者购买评价与购买选择中的"消费者黑箱"，解释购买决策机理提供了新的理论。

框架效应对消费者购买决策产生重要影响，然而消费者的服务购买决策是一个复杂的过程，它可能受到服务信息、购买者自身动机、决策情境等因素的综合作用。本项目通过研究消费者在服务购买评估阶段的特征框架效应和服务购买选择阶段的目标框架效应，揭示不同调节性匹配关系下框架效应对购买决策过程不同阶段的影响机制，构建并检验消费者服务购买决策过程中特征框架效应和目标框架效应的理论模型，探索认知流畅性和情绪体验在框架效应中的中介影响作用，研究不同框架效应实现的路径以及时间压力情境因素的调节作用。本研究为如何通过信息框架解决产品描述与不同消费者相适应的问题提供了新的理论和方法，同时为打开消费者服务购买评价与购买选择中的"消费者黑箱"、解释购买决策机理提供了新的理论。