心理距离对二手商品购买意愿的影响

摘要/Abstract

摘要： 顺应建设环保节约型社会的时代要求,研究如何挖掘二手市场的潜力具有重要的理论和实践意义。为此,本研究结合解释水平理论和传染原则,探讨了消费者与二手商品个人所有者之间的心理距离对二手商品购买意愿的影响及其背后的心理机制。通过三个实验,本研究发现扩大消费者与二手商品个人所有者之间的心理距离能够提升消费者对二手商品的购买意愿,而消费者对二手商品感知污染程度的降低是该影响背后的心理机制。此外,本研究还探讨了心理账户损耗对感知污染中介作用的调节效应,结果表明低心理账户损耗条件下感知污染的中介效应显著,但高心理账户损耗会切断心理距离对感知污染的影响,最终导致感知污染的中介效应的消失。

关键词: 心理距离, 二手商品, 感知污染, 购买意愿, 解释水平

Abstract: Complying with the demands of the times to construct an environment-friendly and resource-saving society, it is of important theoretical and practical significance to explore how to tap the potential of the second-hand market. Based on the construal level theory and the law of contagion, this research studies the impact of the psychological distance between the consumer and the owner of the second-hand goods on the purchase intention of the second-hand goods and the psychological mechanism behind it. Through three experiments, this study finds that expanding the psychological distance between the consumer and the owner of the second-hand goods can enhance the purchase intention of the second-hand goods and the decrease of the customer's perceived contamination degree of the second-hand goods serves as a mediator in this relationship. Besides, this research also posits that the mental accounting depletion moderates the mediating effect of the perceived contamination. When the mental accounting depletion is small, the mediating effect of the perceived contamination is strong, while the mediating effect of the perceived contamination disappears if the mental accounting depletion is at a high level.

Key words: Psychological Distance, Secondhand Goods, Perceived Contamination, Purchase Intention, Construal Level

中图分类号:

F724.6

李巧, 刘凤军. 心理距离对二手商品购买意愿的影响[J]. 财经论丛, 2020, 36(3): 96-104.

LI Qiao, LIU Fengjun. The Effect of Psychological Distance on Purchase Intention of Second-hand Goods[J]. , 2020, 36(3): 96-104.

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