时间标志对消费者感性决策方式及享乐消费偏好影响的研究

A Study on the Influence of Temporal Landmarks on Consumers’ Experiential Decision-Making Style and Hedonic Consumption Preference

摘要: 近些年，有不少研究学者关注感性决策方式对于个人的影响。有关领域的学者在对感性决策方法进行分析的同时，还发现了很多影响因素和作用机理。然而鲜有学者研究外部因素时间标志对感性决策方式的影响。本研究以时间标志为外在的环境因素，运用三个实验对消费者的感性决策方式和享乐消费偏好程度与时间标志之间的影响机理进行探讨，从心理资源耗竭感知解释其内部机制。本文验证了时间标志对于感性决策方式的影响，明确了时间标志对于感性决策方式的影响方向，研究了时间标志对于感性决策方式的内在影响，即心理资源耗竭感知对于消费者思维方式的影响。进一步的研究发现，感性决策方式的增强也会导致消费者对于享乐消费偏好程度的增强。本文丰富了时间标志和感性决策方式的研究领域，同时为各商家提供了相应的营销建议和指导方法。

Abstract: In recent years, numerous researchers have focused on the impact of affective decision-making on individuals. While scholars in related fields have analyzed affective decision-making methods, they have also identified many influencing factors and mechanisms. However, few studies have examined the effect of temporal markers as external factors on affective decision-making methods. This study uses temporal markers as an external environmental factor and explores the mechanism through three experiments, examining the influence of temporal markers on consumers’ affective decision-making and hedonic consumption preferences. The study explains the internal mechanism through the perception of psychological resource depletion. The paper confirms the impact of temporal markers on affective decision-making methods, clarifies the direction of this influence, and investigates the internal impact of temporal markers on affective decision-making, specifically how the perception of psychological resource depletion affects consumers’ thinking patterns. Further research reveals that the enhancement of affective decision-making also leads to an increase in consumers’ preferences for hedonic consumption. This paper enriches the research field of temporal markers and affective decision-making methods and provides relevant marketing recommendations and guidance for businesses.