) 1 北京科技大学东凌经济管理学院, 北京 100083
2 清华大学经济管理学院, 北京 100084
收稿日期:2017-11-21出版日期:2019-05-25发布日期:2019-03-20通讯作者:陈荣E-mail:chenr@sem.tsinghua.edu.cn基金资助:国家自然科学基金面上项目(71302165);国家自然科学基金面上项目(71531013);国家自然科学基金面上项目(71471015);国家自然科学基金面上项目(71472104);国家自然科学基金面上项目(71772104);清华大学自主科研计划Quality or price? The effect of stock-out middle option on consumer choices
YAO Qing1, CHEN Rong2() 1 Donlinks School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, China
2 School of Economics and Management, Tsinghua University, Beijing 100084, China
Received:2017-11-21Online:2019-05-25Published:2019-03-20Contact:CHEN Rong E-mail:chenr@sem.tsinghua.edu.cn摘要/Abstract
摘要： 基于情境效应和决策冲突理论, 通过三个实验探讨折衷产品选项的不可得如何影响消费者对余下可得产品的偏好。研究结果表明, 折衷商品不可得对余下商品的吸引力呈现非对称性的影响。以质量和价格产品属性的购买情境为例, 中等价格中等质量商品的不可得将显著提升低价格商品的吸引力(实验1), 其原因在于折衷方案不可得显著提高了消费者的决策冲突, 高水平的决策冲突导致决策者偏好具有确定性优势的选项, 规避优势存在模糊性的选项。随着质量属性模糊性的降低(提供专家评价, 实验2; 消费者专业知识较强, 实验3)或提高(质量存在波动范围, 实验2), 折衷商品不可得效应相应减弱或加强。
图/表 7
图1吸引效应
图1吸引效应
图2折衷效应
图2折衷效应
图3本文研究框架
图3本文研究框架表1实验1折衷选项缺货对余下选项选择概率的影响
| 选项 | %对照组 {A, C} | %折衷商品不可得组 {A, B不可得, C} | %三选组 {A, B, C} |
|---|---|---|---|
| 数码相机 | N = 60 | N = 62 | N = 60 |
| A | 46.7 | 66.1 | 13.3 |
| B | 46.7 | ||
| C | 53.3 | 33.9 | 40.0 |
| 租车服务 | N = 58 | N = 62 | N = 60 |
| A | 37.9 | 58.1 | 11.7 |
| B | 48.3 | ||
| C | 62.1 | 41.9 | 40.0 |
表1实验1折衷选项缺货对余下选项选择概率的影响
| 选项 | %对照组 {A, C} | %折衷商品不可得组 {A, B不可得, C} | %三选组 {A, B, C} |
|---|---|---|---|
| 数码相机 | N = 60 | N = 62 | N = 60 |
| A | 46.7 | 66.1 | 13.3 |
| B | 46.7 | ||
| C | 53.3 | 33.9 | 40.0 |
| 租车服务 | N = 58 | N = 62 | N = 60 |
| A | 37.9 | 58.1 | 11.7 |
| B | 48.3 | ||
| C | 62.1 | 41.9 | 40.0 |
表2实验2A专家质量评分的调节作用
| 选项 | %无专家质量评分 | %有专家质量评分 | ||||
|---|---|---|---|---|---|---|
| {A, C} N = 60 | {A, B不可得, C} N = 60 | {A, B, C} N = 60 | {A, C} N = 58 | {A, B不可得, C} N = 58 | {A, B, C} N = 56 | |
| A | 36.7 | 65 | 8.3 | 40 | 36.7 | 13.3 |
| B | 55 | 36.7 | ||||
| C | 63.3 | 35 | 36.7 | 60 | 63.3 | 50 |
表2实验2A专家质量评分的调节作用
| 选项 | %无专家质量评分 | %有专家质量评分 | ||||
|---|---|---|---|---|---|---|
| {A, C} N = 60 | {A, B不可得, C} N = 60 | {A, B, C} N = 60 | {A, C} N = 58 | {A, B不可得, C} N = 58 | {A, B, C} N = 56 | |
| A | 36.7 | 65 | 8.3 | 40 | 36.7 | 13.3 |
| B | 55 | 36.7 | ||||
| C | 63.3 | 35 | 36.7 | 60 | 63.3 | 50 |
表3实验2B产品质量表达方式的调节作用
| 选项 | % 模糊范围 | % 精确数值 | ||||
|---|---|---|---|---|---|---|
| {A, C} N = 60 | {A, B不可得, C} N = 60 | {A, B, C} N = 60 | {A, C} N = 60 | {A, B不可得, C} N = 60 | {A, B, C} N = 60 | |
| A | 43.3 | 75 | 21.1 | 38.3 | 56.7 | 20 |
| B | 42.1 | 45 | ||||
| C | 56.7 | 25 | 36.8 | 61.7 | 43.3 | 35 |
表3实验2B产品质量表达方式的调节作用
| 选项 | % 模糊范围 | % 精确数值 | ||||
|---|---|---|---|---|---|---|
| {A, C} N = 60 | {A, B不可得, C} N = 60 | {A, B, C} N = 60 | {A, C} N = 60 | {A, B不可得, C} N = 60 | {A, B, C} N = 60 | |
| A | 43.3 | 75 | 21.1 | 38.3 | 56.7 | 20 |
| B | 42.1 | 45 | ||||
| C | 56.7 | 25 | 36.8 | 61.7 | 43.3 | 35 |
表4实验3消费者专业知识的调节作用
| 选项 | %专业知识较少 | %专业知识丰富 | ||||
|---|---|---|---|---|---|---|
| {A, C} N = 56 | {A, B不可得, C} N = 57 | {A, B, C} N = 46 | {A, C} N = 54 | {A, B不可得, C} N = 58 | {A, B, C} N = 60 | |
| A | 42.9 | 70.2 | 10.9 | 35.2 | 34.5 | 13.3 |
| B | 56.5 | 35 | ||||
| C | 57.1 | 29.8 | 32.6 | 64.8 | 65.5 | 51.7 |
表4实验3消费者专业知识的调节作用
| 选项 | %专业知识较少 | %专业知识丰富 | ||||
|---|---|---|---|---|---|---|
| {A, C} N = 56 | {A, B不可得, C} N = 57 | {A, B, C} N = 46 | {A, C} N = 54 | {A, B不可得, C} N = 58 | {A, B, C} N = 60 | |
| A | 42.9 | 70.2 | 10.9 | 35.2 | 34.5 | 13.3 |
| B | 56.5 | 35 | ||||
| C | 57.1 | 29.8 | 32.6 | 64.8 | 65.5 | 51.7 |
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