商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2015年
9期
130-136
,共7页
社会距离%时间距离%框架效应%消费决策
社會距離%時間距離%框架效應%消費決策
사회거리%시간거리%광가효응%소비결책
social distance%time distance%framing effect%consumer decision-making
电子商务的发展逐步消弭了空间距离对消费者决策的影响,但心理距离中的时间距离和社会距离对消费者购买风险决策的框架效应仍需探讨。通过问卷调查收集数据构建网购决策框架效应模型,本文分析、总结不同时间距离和社会距离情境对消费者网购决策的框架效应,以期对相关企业的营销实践提供参考。
電子商務的髮展逐步消弭瞭空間距離對消費者決策的影響,但心理距離中的時間距離和社會距離對消費者購買風險決策的框架效應仍需探討。通過問捲調查收集數據構建網購決策框架效應模型,本文分析、總結不同時間距離和社會距離情境對消費者網購決策的框架效應,以期對相關企業的營銷實踐提供參攷。
전자상무적발전축보소미료공간거리대소비자결책적영향,단심리거리중적시간거리화사회거리대소비자구매풍험결책적광가효응잉수탐토。통과문권조사수집수거구건망구결책광가효응모형,본문분석、총결불동시간거리화사회거리정경대소비자망구결책적광가효응,이기대상관기업적영소실천제공삼고。
The effect of spatial distance on consumer decision-making has been eliminating with the development of e-lectronic commerce.But the other two important parts of psychological distance:time distance and social distance remai-ning the framing effect on consumers purchase risk decision-making needs studying.Therefore, we collect data by a questionnaire survey to construct the frame work model of online shopping decision, so that we can analyze and sum up framing effect under different situations of time distance and social distance.And we hope the study can be used for refer-ence by correlation enterprise′s marketing practice and related research.