营销科学学报 ›› 2012, Vol. 8 ›› Issue (1): 31-44.

• 论文 • 上一篇    下一篇

任务框架对附加服务购买决策的影响:情绪的调节作用

杜伟宇,陈海霞   

  1. 杜伟宇(通讯作者),华东理工大学商学院工商管理系副教授,E-mail: weiyudu@163.com。
    陈海霞,华东理工大学商学院硕士研究生,E-mail: haixia_0717@163.com。
  • 出版日期:2012-03-01 发布日期:2013-04-15
  • 基金资助:

    本研究得到2009年度教育部人文社会科学研究项目基金消费者的自我概念对产品选择偏好的影响09JYC630073)和2011年上海市哲学社会科学规划课题“理想和现实自我差异的启动对消费时间偏好的影响”(2011BGL004)的资助。真诚感谢JMS各位匿名评审专家和专业主编对本文的提出的宝贵的建设性意见。

Effect of Task Framework on Decision-Making of Additional Service: the Moderating Effect of Emotion

Du Weiyu,Chen Haixia   

  1. School of BusinessEast China University of Science and Technology
  • Online:2012-03-01 Published:2013-04-15

摘要:

产品附加服务逐渐成为众多企业采用的一种竞争战略,在此情境下商家要考虑如何提高消费者对附加服务的购买。针对这一问题,本研究采用实验法,揭示任务框架对附加服务购买决策的影响作用,以及愉快和悲伤情绪在这一影响过程的调节作用。结果发现:人们在放弃框架下比选择框架更愿意购买附加服务,并给附加服务赋予更高的价值。愉快情绪放大了两种不同框架对附加服务赋值的差异,而悲伤情绪缩小了这种差异。

关键词: 任务框架, 情绪, 决策, 附加服务

Abstract:

Supplying additional services has become a competitive strategy adopted by many corporations. Therefore, the marketers should try hard to find a way to encourage consumers to purchase their additional services. This research tries to uncover the role of framework on decision-making of additional service and the moderating effect of happy and sad emotion. Conclusions through the experiment, we find that compared with those in the choosing framework, people in the abandoning framework are more willing to purchase additional services and assign higher value on it. Happy emotion enhances the influence of task framework while Sad emotion weaken the effect.

Key words: Task Framework, Emotion, Decision-Making, Additional Service