CAJ | 학술논문

从损失厌恶理论的视角，分析在线选项框架对顾客决策的影响及其边界条件———服务重要性与服务类型。通过信息服务在线定制实验发现：与加法模式相比，顾客在减法模式下选择更多数量与更高总价的服务选项；选项框架与服务重要性具有交互作用，不重要业务在减法模式下更可能被选择，而重要业务在加法模式下更可能被选择。此外，选项框架与服务类型的交互作用不显著，但呈现出了预期的方向。
종손실염악이론적시각，분석재선선항광가대고객결책적영향급기변계조건———복무중요성여복무류형。통과신식복무재선정제실험발현：여가법모식상비，고객재감법모식하선택경다수량여경고총개적복무선항；선항광가여복무중요성구유교호작용，불중요업무재감법모식하경가능피선택，이중요업무재가법모식하경가능피선택。차외，선항광가여복무류형적교호작용불현저，단정현출료예기적방향。
Based on Loss Aversion theory , this paper analyzes the effect of the option framing on consumers'decision and the boundaries of the option framing effect: service importance and service type .An experiment in the context of information services produces the following findings:compared with consumers in +OF, those in -OF will choose more service options with higher price;option framing and service importance impose a significant interaction effect-the less important option in -OF, will be more selected and the important option are more likely to be choose in +OF.In addition, the interaction effect of option framing and service type is not significant , but it presents the expected direction .