基于行为经济理论以旧换新消费行为实证研究

营销科学学报 ›› 2013, Vol. 9 ›› Issue (2): 126-136.

基于行为经济理论以旧换新消费行为实证研究

翁智刚，龚武秀，宋利贞，张伊飞

翁智刚，西南财经大学工商管理学院副教授，博士，Email: wzg6666@swufe.edu.cn。
龚武秀，西南财经大学工商管理学院，硕士研究生，Email: miller.gong@gmail.com。
宋利贞，交通银行河南省分行，硕士，Email: 342118503@qq.com。
张伊飞，西南财经大学工商管理学院，硕士研究生，Email: 987011972@qq.com。

出版日期:2013-06-01 发布日期:2013-08-09
基金资助:
本研究得到2013年教育部人文社科规划基金项目“自助服务技术采用及使用绩效动态机制研究”支持；同时得到西南财经大学“中央高校基本科研业务费”项目（JBK130205）资助。

An Empirical Study of Consumer’s Trade-Ins Behavior Based on Theories of Behavioral Economics

Weng Zhigang，Gong Wuxiu，Song Lizhen，Zhang Yifei

Weng Zhigang, School of Business Administration, Suthwestern University of Finance and Economic;
Gong Wuxiu, School of Business Administration, Suthwestern University of Finance and Economic;
Song Lizhen, Henan Branch, Bank of Communications;
Zhang Yifei, School of Business Administration, Suthwestern University of Finance and Economic.

Online:2013-06-01 Published:2013-08-09

摘要/Abstract

摘要：

论文基于行为经济理论的情感效应与框架效应对以旧换新消费行为进行研究，揭示其不同作用机制，论文通过3×2×2的交叉实验设计验证：消费者在理性与偏好均衡状态下，更关注新产品的购买价格；由于情感效应，更为重视旧产品价格；由于有限认知带来的框架效应，增强信息会影响其对新旧产品的决策偏好；最后结论，消费者个性特质（消费者创新性）为其以旧换新行为主要影响因素，情感效应与框架效应发挥调节作用。

关键词: 行为经济理论, 以旧换新, 情感效应, 框架效应, 消费者创新性

Abstract:

Based on affection effect and framing effect of Behavioral Economics, we explored consumers’ trade-ins behavior and their different action mechanism. We conducted a 3×2×2 between-subjects experiment and verified that when rational and have preference consistency, consumers attached more importance to new products’ purchase price; due to affection effect, they thought highly of the old products’ selling price; because of the framing effect arising from limited cognition, enhanced information would influence consumers’ preference between old and new products; the main factor was consumers’ personality, namely consumer innovation, while the affection effect and framing effect had moderating effect.

Key words: Behavioral Economic Theory, Trade-Ins, Affection Effect, Framing Effect, Consumer Innovation

翁智刚，龚武秀，宋利贞，张伊飞. 基于行为经济理论以旧换新消费行为实证研究[J]. 营销科学学报, 2013, 9(2): 126-136.

Weng Zhigang，Gong Wuxiu，Song Lizhen，Zhang Yifei. An Empirical Study of Consumer’s Trade-Ins Behavior Based on Theories of Behavioral Economics[J]. Journal of Marketing Science, 2013, 9(2): 126-136.

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[2]	刘靓晨,陈丽华,翟昕. 基于策略型消费者行为和以旧换新的持续创新产品定价策略研究 [J]. 营销科学学报, 2018, 14(1): 21-43.