摘要
参考价格理论是构建价格判断模型的传统理论,其价格判断模型是一种典型的推理性模型。根据双系统理论,人们的决策应是推理性和直觉性两类过程的交互作用,心理账户理论正是描述直觉性决策的基本理论之一。构建了基于参考价格与心理账户的双系统价格判断决策模型,对不同心理账户数据进行分析发现,被试者的目标价格决策过程具有显著差异。
The reference price theory was traditional theory for price judgement model, the model based on reference price was classic rational decision - model, but followed the double system theory, the consumer decision - making should be interacted by both of rational and instinctive process, the mental accounting theory was just one of the theories in instinctive decision - making. So, this paper constructed the price judgement model based on reference price and mental accounting, after data analysis to find the price judgement models were significantly different using different mental accounting data.
出处
《资源开发与市场》
CAS
CSSCI
2014年第12期1413-1419,共7页
Resource Development & Market
基金
国家自然科学基金资助项目"儒家价值观对农村市场‘买卖关系’影响的模型研究"(编号:71202117)
国家自然科学基金资助项目"农村市场渠道管理效率研究--基于三方博弈的角度"(编号:71172218)的阶段性研究成果
关键词
双系统
参考价格
心理账户
目标价格决策
double system
reference price
mental accounting
aim price judgement
