商业研究
商業研究
상업연구
Commercial Research
2015年
11期
74-80
,共7页
情境效应%吸引效应%诱引备择项%决策难度%决策信心
情境效應%吸引效應%誘引備擇項%決策難度%決策信心
정경효응%흡인효응%유인비택항%결책난도%결책신심
context effect%attraction effect%decoy alternative%decision-making difficulty%decision-making confidence
本文探讨了吸引效应在不可比较选择集中的表现及其作用机制。三个实验的研究结果表明，在不可比较选择集中吸引效应依然存在，相对于核心集，在选择集中加入被某原有备择项完全占优的诱引备择项后，会显著提高消费者的决策信心，并显著降低其延迟购买的可能性。
本文探討瞭吸引效應在不可比較選擇集中的錶現及其作用機製。三箇實驗的研究結果錶明，在不可比較選擇集中吸引效應依然存在，相對于覈心集，在選擇集中加入被某原有備擇項完全佔優的誘引備擇項後，會顯著提高消費者的決策信心，併顯著降低其延遲購買的可能性。
본문탐토료흡인효응재불가비교선택집중적표현급기작용궤제。삼개실험적연구결과표명，재불가비교선택집중흡인효응의연존재，상대우핵심집，재선택집중가입피모원유비택항완전점우적유인비택항후，회현저제고소비자적결책신심，병현저강저기연지구매적가능성。
This research discussed the performance and mechanism of attraction effect in non-comparative choice set. Through designing three experiments, the research verified that the attraction effect remains remarkable at non-compara-tive choice scene, adding an decoy alternative to a non-comparative choice set will make the target alternative which dominates the decoy alternative more attractive. Compared with choosing in the original set, customers who choose in con-text set are more confident, and are less likely to postpone their decision.
