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关系作为影响中国消费者决策的关键因素,已有成果没有解释其对心理账户产生的影响。鉴于此,项目组利用开发出的心理账户特征量表,探索关系行为对心理账户的作用规律。研究发现,中国消费者心理账户特征的非替代性、费用追踪性和预算性受到关系行为的显著影响:非替代性和费用追踪性都依次受亲情、友情和生人3种关系行为正向且逐渐增强的影响;亲情关系负向影响预算性,友情关系正向影响预算性,生人关系对预算性的影响不显著。
As a key factor influencing Chinese consumers’ decision-making, the existing achievements did not explain their impact on the psychological accounts. In view of this, the project team to use the development of the psychological account feature scale to explore the relationship between the behavior of the psychological account of the law. The study found that the non-substitution, cost-tracking and budget of Chinese consumer psychology account are significantly influenced by the relationship behavior: non-substitution and cost-tracking are followed by three kinds of relationship of family relationship, friendship and birth, and The impact of family relationship on the budget is not significant.