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论文编号：	9575
作者编号：	1120140806
上传时间：	2017/12/7 14:54:24
中文题目：	消费者决策情境线索的虚位诱导效应研究
英文题目：	A Study on Phantom Decoy Effects of Consumer Decision-making Context Cue
指导老师：	李东进
中文关键字：	吸引力效应,虚位诱导效应,虚位时间,心理距离,虚位营销
英文关键字：	attraction effects,phantom effects,phantom time,psychological distance,phantom marketing
中文摘要：	随着国内饥饿营销、团购、秒杀等一系列虚位营销方式的兴起，在选择集中呈现一个不可得的虚位选项，会使某一可得选项吸引力增加，从而引发消费者的偏好发生反转的虚位营销策略的应用更加广泛。产品虚位已成为企业新产品上市主要策略手段，新产品在消费者购买决策时不可以选择，但却可以情境性地影响消费者对可得产品的偏好，从而影响消费者的评价态度和决策行为。虚位产品在日常市场活动中随处可见，除了新产品饥饿营销虚位现象，诸如产品限购、产品排号消费、会员专供等现象都是产品虚位现象的一种表现形式。全球经济一体化，企业竞争的加剧和技术的不断革新使产品生命周期不断的缩短。随着产品生命周期缩短以及新产品的不断上市，现有产品可能处于产品生命周期的成长阶段甚至是导入后期阶段，就要面临被新产品替代直接进入衰退期。因此，企业为了避免新产品上市对现有产品市场份额的“同类相食”现象，通过控制新产品上市的时间，给予消费者一个非常有吸引力但却暂时不可得的虚位产品，在不妨碍新产品上市的同时，可以提高现有产品的市场份额，又可以限制或降低竞争产品的市场份额，引发虚位诱导效应（Phantom Effects），即基于选择集决策情境下，一个不可得的虚位诱导项（Phantom Decoy）的导入，导致消费者对其他可得选项的偏好发生反转的一种现象。西方学界关于吸引力效应的相关研究已经有三十多年，大部分专注于吸引力效应中真实诱导效应的理论研究及其应用。而近年来，国内学者也进行了相关的理论探究，但都是基于吸引力效应的现有理论框架的相关研究及其应用，并没有对吸引力效应的理论框架进一步进行拓展及延伸。其中，真实诱导效应启动策略模型中的概念及分类已经非常完整，广大学者已经由理论模型的构建转到理论模型的应用的研究与探讨。相反，以往学者虽然对虚位诱导效应的理论模型进行了相关的探讨，但其概念及分类的依据不是独立于真实诱导效应的理论框架，而被视为真实诱导效应的一种特殊情境效应，并未形成独立完整的虚位诱导效应理论框架的体系。虚位诱导效应作为吸引力效应的一个重要理论分支，完善和探究虚位诱导效应的影响及内在机制的理论框架和应用有助于丰富吸引力效应相关理论和提供虚位营销的实践建议。在属性空间中，由于真实诱导项是被目标选项占优的，即它是劣于目标产品的诱导产品，虽然可以真实的被选择，但在激烈的现实市场竞争中这种诱导产品很难存活；而虚位诱导项在属性空间中占优于目标选项，即它是优于目标产品的诱导产品，正因为其不可得性，它与目标产品可以共存于市场中的。因此，相比真实诱导效应，有关虚位诱导效应相关理论在营销实践管理领域中的应用具有更加广泛的实践意义。基于此，本研究涉及三大研究问题，第一是基于虚位诱导效应与真实诱导效应对等的视角，依据真实诱导效应的现有理论框架及分类，构建了独立完整的虚位诱导效应理论模型及分类；第二是提出并界定了虚位时间的概念与分类，验证虚位时间对虚位诱导效应的影响；第三是构建理论模型研究消费者感知到的心理距离（时间距离、空间距离和社会距离）如何影响虚位诱导效应消费者偏好反转及其内在认知机制。第一部分中，本研究基于以往学者关于真实诱导效应的理论模型及分类的基础上，以真实诱导效应对等的视角，重新构建和界定了以往学者关于虚位诱导效应的PAD启动策略类型和类别（如PR、PF和PRF），而且提出和界定了被以往学者忽视的虚位诱导效应PND新的启动策略类型和类别（如PC和PI），从而构建了虚位诱导效应完整独立的启动策略模型及分类。并通过实验1和实验2两组实验，验证了本研究提出的一系列假设。在研究一中，证明了以往吸引力效应研究者探讨的虚位诱导效应的PR、PF和PRF三种启动策略构建的PAD诱导区的存在，在新的理论框架和中国决策情境线索下得到了一致的研究结果。研究二则证明了在新的理论框架下由PI和PC两种启动策略构建的PND诱导区是真实存在的，研究结果证明由于虚位诱导项的不可得性，反而增强了PC的折衷参考点的作用，引发更加显著的效应，因此，PND诱导区启动策略同样是虚位诱导效应重要的研究策略之一，这是与真实诱导效应有区别的。第二部分中，本研究基于虚位选项可得性的了解程度属性，即认知虚位不可得的时间，提出并界定了虚位时间的概念及其两种分类：已认知虚位时间和未认知虚位时间，探讨了虚位时间对虚位诱导效应的影响及其内在机制。研究结果表明虚位时间与虚位诱导效应存在一个倒U型关系，在消费者决策过程中，不可得信号（如脱销）呈现的过早或过晚都会降低虚位诱导效应的显著性，只有恰当适中的虚位时间压力对虚位诱导效应最有益，即存在一个最佳的虚位时间点会引发最强的虚位诱导效应。而且时间压力越大，消费者的高认知闭合水平与聚焦选项间占优关系的非补偿策略的虚位诱导效应的心理表征相一致，这种匹配性会让消费者在信息加工过程中感觉到一种流畅性，从而引发快速做出决策。随着时间压力的减小，消费者的认知闭合水平降低，与聚焦选项间的占优关系的非补偿策略的虚位诱导效应的心理表征不一致，这种不匹配性会让消费者转到聚焦属性间关系的复杂补偿策略信息加工过程，从而引发决策延缓或延迟，虚位诱导效应引发的消费者偏好反转变弱甚至消失。中介效应检验的结果明确了虚位时间对虚位诱导效应的加工流畅性影响同样存在倒U型关系的内在认知机制。第三部分中，本研究探讨了心理距离的不同解释水平对虚位诱导效应引发的消费者偏好发生反转的影响及其内在认知机制。通过考察虚位诱导效应启动策略模型中不同构建方式的PAD诱导区PR策略和PND诱导区PC策略受心理距离影响的相似性和差异性，能够间接地推测出两者包含不同的心理加工过程和认知机制,研究结果证实了一系列假设。研究结果发现，心理距离的不同解释水平对PR启动策略和PC启动策略的影响是有差异的，较之近心理距离，在远心理距离心理表征下PR启动策略引发的虚位诱导效应更加显著，与聚焦高水平解释的PR诱导策略的心理表征模式相匹配，消费者会感觉到决策过程中信息处理更加流畅，进而对决策结果给予更高的正面评价；而PC启动策略较之远心理距离，在近心理距离心理表征下引发的虚位诱导效应更加显著，与聚焦低水平解释的PC诱导策略的心理表征模式相匹配，消费者会感觉到决策过程中信息处理更加流畅，进而对决策结果给予更高的正面评价。而且无论是时间距离、空间距离还是社会距离，不同类型心理距离对每种虚位诱导效应启动策略分别有相似的影响。本研究以消费者决策领域的吸引力效应双属性空间博弈决策模型为理论基础，系统探讨了作为吸引力效应重要的理论分支之一的虚位诱导效应的理论框架及其启动策略模型。并基于此理论框架，分别对虚位营销决策情境中关键变量虚位时间和心理距离对虚位诱导效应的影响及其内在机制进行了深入的探讨和验证。
英文摘要：	Product phantom is an inevitable market phenomenon on the retail and service market, although it is cannot be chosen in decision-making, it can situationally and intertemporally influence on people's preference to related products, evaluation and attitude. In daily life, phenomenon of product phantom can be seen erverywhere in addition to product out of stock, there are many possible phantom situations, such as hunger marketing, numeral purchase of products, product brochure annotation "mainland sales", members for VIP. With the rising of phantom marketing in Chinese market, such as hunger marketing, group purchase, sec-killing and so on, the marketing strategies that presenting an unavailable phantom decoy in choice set can make an available option more attractive and cause the consumer preference reversal become more widely . Economic globalization, competition among enterprises and innovation of new technology make the product life cycle shortened again and again. With the shorter product life cycle and launching contantly of new products, existing products in the growth stage of product life cycle and even in the late of introduction stage may be replaced by new products and directly step into the decline stage.By controlling the time of from new product information issue to being in the market completely, it gives consumers a very attractive but temporarily unavailable phantom products. Not only dose it not interfere with launching of new products and improve the market share of exising products, but also it can limit or reduce the market share of the competive products, namely as phantom effects, which is the phenomenons that inducing an unavailable phantom decoys can lead to consumer preferences reversal for other available alternatives. In the western academic circle it has been already more than 30 years about the related research of the attractive effects. Most of these researches focused on the theory research and application of real decoy effects of attraction effects. In recent years, domestic scholars also discussed related theory and research, but most of them are based on existing theoretical framework of research and application of real decoy effects, and have not expand and extend the theoretical framework for research in the attraction effect. Among them, the concept and strategy theory models of real decoy effects are already complete, many scholars ave shifted the research from the construction of the theoretical model to the application and discussion of theoretical models. On the other hand, although previous scholars have discussed theoretical model about phantom effects, the basis of their concepts and models types is not independent of the theoretical framework of real effects, and is considered a kind of special situation effect of real decoy effects.Until now it has not formed an independent complete system of theory framework about phantom decoy As an important theoretical branch of attract effects, improving and exploring the theory framework of the effect of phantom decoy effects and internal mechanism contributes to enrich the related theory of attraction effects and provide some practical advices of phantom market.For real decoy effects , because they are dominated by target options and inferior to target options, they may be chosen but hard to survive in the real fierce market competition; for phantom decoy effects, they are dominating the target options and better than target options.Due to its unavailable ,it can coexist with the target option in the market.As a result ,the management practice about phantom decoy effects in the application of real market are more widely than that of real decoy effects. According to this ,this study involves three research questions:The first, in the equivalent point of view on real decoy effects and based on the theory framework and types of real decoy effects, it builds independent and complete theory framework and types of phantom decoy effects;The second,it puts forward and defines the concepts and classifications of phantom time,then verifies the impact of phantom time on phantom decoy effects; The third,it builds a theroretical model to study how psychological distance(temporal distance,spatial distance and social distance) consumers perceived influence on consumer preference reversal of phantom decoy effects and their internal cognitive mechanism. In the first section,based on previous theoretical models and classifies of real decoy effects and in the equivalent point of view on real decoy effects,this study rebuilds and defines previous PAD priming strategies types and categories(e.g., PR, PF and PRF); And it puts forward and defines PND new priming strategies types and categories（e.g., PC and PI）,thus constructs a complete independent priming strategy models and classification.In the experiment 1 and experiment 2, this study put forward a series of hypothesis is verified. In the experiment 1,it is found that PAD decoy area exists that constructed by three types of PR、PF and PRF priming strategies of phantom decoy effects,they are consistent with previous results under the new theoretical framework and Chinese decision situation. Experiment 2 demonstrated that based the new theoretical framework, PND decoy area is real constructed by PI and PC. The results show that due to unavailable phantom alternatives, compared with compromise decoy, this enhances the role of reference point and induces a more significant effects.Therefore, PND decoy area also is one of the important research strategies of phantom decoy effects,there is difference from real decoy effects. In the second section, based on the extent of knowledge on available phantom alternatives,that is time of cognitive phantom,this study puts forward and defines concepts of phantom time and its classification:known phantom time and unknown phantom time and discusses the impact of phantom time on phantom decoy effects and its internal mechanism.The results show that phantom time exists an inverted U-shaped relationship with phantom decoy effects.In consumer decision-making,it is not so good that the signal of unavailable (such as out of stock)is presenting too early or too late and both reduce the significant of phantom effects.It is only appropriate pressure of phantom time to benefit for phantom effects,that is a best point in time that will lead to the strongest phantom effects.And the greater is time pressure,high level of consumer cognitive closure need match with the mental representation of phantom effects focusing on noncompensation strategy of dominant relationship,this kind of matching will make consumer feel a fluency in the process of information processing and make decisions quickly. With the decrease of time pressure, low level of consumer cognitive closure need does not match with the mental representation of phantom effects focusing on noncompensation strategy of dominant relationship,this kind of mismatching will make consumers switch to complex compensation strategy that focus on relationship between attributes in information processing and make decisions lately or delay.Phantom effects caused by consumer preferences shift will weaker or even disappear. The results of mediation effect test show that phantom time also exists an inverted U-shaped relationship with processing fluence of phantom effects. In the third section, this study discuss how psychological distance influences consumer preference reversal caused by phantom decoy effects and its inner cognitive mechanism.By exploring the similarities and differences of PR strategy in PAD decoy area and PC strategy in PND decoy area constructed by different ways affected by the psychological distance,it can indirectly infer that both of them contain different psychological processiong procedure and cognitive mechanism.The results confirmed a series of assumptions. The results found that it is different between PR and PC affected by construct levels of psychological distance. Compared with recent psychological distance ,in the mental representation of distant psychological distance phantom effects of PRis more significant, match with the mental representation focusing on high contruct level of PR and make consumers feel more fluence in making-decision and then give a higher positive review for the decision-making results;Compared with distant psychological distance ,in the mental representation of recent psychological distance phantom effects of PC is more significant,match with the mental representation of low contruct lever of PC and make consumers feel more fluence in making-decision and then give a higher positive review. And regardless of temporal distance, spatial distance and social distance, different types of psychological distance have similar influence on each priming strategy of phantom effects. In the field of consumer decision-making ,based on the theoretical framework of attraction effects in double attribute space ,this study discussed the theory framework and its priming stategy model of phantom effects as one of important theoretical branches.And based on the theoretical framework, this study carried on the deep discussion and examination on how the key variable in phantom decision-making situation:phantom time and psychological distance influence on phantom effects and its internal mechanisim.
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