), 张淑颖1, 崔馨月1, 雷励1 1暨南大学管理学院, 广州 510632
2暨南大学企业发展研究所, 广州 510632
收稿日期:2020-11-02发布日期:2021-07-22通讯作者:李斌E-mail:bingoli@jnu.edu.cn基金资助:国家自然科学基金项目(71601084);广东省普通高校人文社会科学重点研究基地暨南大学企业发展研究所粤港澳大湾区企业转型发展研究重点项目(2019GBAZD01)及创新培育项目(2020CP04);广州市哲学社会科学发展“十三五”规划2019年度课题(2019GZGJ29);暨南大学管理学院重点学科建设育题基金项目(GY21011)The effect of time and money concepts on consumers’ purchase decision and its psychological mechanism
HE Ruwan1, LI Bin1,2(), ZHANG Shuying1, CUI Xinyue1, LEI Li1 1Management School, Jinan University, Guangzhou 510632, China
2The Institute of Enterprise Development, Jinan University, Guangzhou 510632, China
Received:2020-11-02Published:2021-07-22Contact:LI Bin E-mail:bingoli@jnu.edu.cn摘要/Abstract
摘要： 时间与金钱是影响人们消费行为决策的两种不同的重要资源。消费者在进行产品购买时, 常常会受到商家广告语和购物环境中所隐含的时间或金钱概念的影响, 从而做出不同的决策。具体而言, 时间与金钱概念会对消费者的购前决策、购中决策及购后决策三个方面产生不同的影响。从双加工理论的角度来看, 产生这种不同影响背后的心理机制在于时间与金钱概念启动了个体不同的认知加工方式和思维定势, 进而影响了消费者不同的购买决策。未来的研究方向有：(1)细化时间和金钱概念启动对消费者购买决策的不同影响; (2)考虑时间与金钱的权衡对购买决策的影响; (3)进一步探究时间和金钱概念的激活对购前决策的不同影响; (4)探讨时间概念与金钱概念对购买决策不同影响的神经机制。
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