金钱概念启动下不同金钱来源对消费态度的影响

The Effect of Different Money Sources on Consumption Attitude under the Priming of Money Concept

摘要: 目的：本研究以问卷的形式进行情境模拟，探究金钱来源和启动线索两因素对消费者商品态度选择的影响，从而探究心理账户如何受金钱概念启动方式的影响。方法：本次研究采用随机抽样的方法，在安徽和上海两地的两所普通高校随机抽取432名被试进行情境模拟实验，实验采用2 (金钱来源：意外之财vs.努力所得) × 3 (启动方式：电子支付概念启动组vs.现金概念启动组vs.控制组)两因素完全随机设计。结果：金钱概念启动方式和金钱来源对消费选择的交互作用显著。电子支付概念启动下，被试在努力所得和意外之财情景下对实用品和享乐品的选择并无差异；而在现金概念启动下和控制组，被试在意外之财情景下倾向于选择享乐品，努力所得情景下倾向于选择实用品，这种消费选择符合心理账户理论的预期结果。结论：金钱概念启动方式会影响不同金钱来源下消费者对商品的消费选择。

Abstract: Objective: This study adopts the form of a situational simulation questionnaire to explore the in-fluence of two factors, namely, money clue and money source, on consumers’ commodity attitude choice, to explore the influence of money concept initiation on the psychological account. Method: In this study, 432 subjects were randomly selected from two universities in Anhui and Shanghai to carry out a situation simulation experiment. The experiment adopted two factors completely randomized experimental design. One of the factors is the source of money, including money earned and windfall gains. The other one is the priming method, including three groups. They are the e-payment concept priming group, cash concept priming group, and control group. Results: Research shows money concept priming and the source of money have strongly significant interaction. The subjects of the e-payment concept priming group chose the product at their option. The subjects of cash concept priming group and the control group, people in the situations where they get money by hard-working tend to choose practical products, tending to choose hedonic products in another situation, which is according to the expectation of mental accounting theory. Conclusion: How the money concept is initiated will influence consumers’ attitude choices under different money sources.