时间导向对深度文化产品购买意愿的影响——基于框架效应的研究被引量：3

Effects of time orientation on purchase intention of deep cultural products:a study based on the framework effect

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摘要文化消费尤其是深度文化消费以其"精神追求"而备受关注。本文基于这一热点,采用实验法研究了现在导向和未来导向的不同消费者对深度文化产品购买意愿的差异。结果表明,未来导向的消费者更愿意进行深度文化消费;时间导向对深度文化产品的购买意愿会受时间距离信息和调节聚焦信息的调节作用。以上研究结果对文化产品提供者进行产品宣传、定位将产生有益启示。 Culture consumption, especially serious culture consumption is attached attention for its spiritual pursuit character. Based on this hotspot in social development, the paper adopts experimental research to make comparison from present-oriented and future-oriented people on serious culture products purchasing intention. The results show that futureoriented people are inclined to serious culture consumption than present-oriented ones and the ads information framed in temporal distance and regulatory focus may moderate this process. These results would help to advertise and locate serious culture products for related institutions.

作者汪程聪周颖

机构地区上海交通大学安泰经济与管理学院

出处《上海管理科学》 2016年第2期41-45,共5页 Shanghai Management Science

基金国家自然科学基金面上项目(71372411)

关键词深度文化产品购买意愿时间导向框架效应 serious culture products purchasing intention temporal orientation framing effect

分类号 F731.55 [经济管理—产业经济]

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参考文献13

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