A Study of Anchoring Effect’s Influence on Consumer Purchase Intention
Article Sidebar
Main Article Content
Abstract
"Anchoring Effect" has become an indispensable tool to study people's demand measurement. At present, "anchoring effect" mainly focuses on the related normal form and anchoring type model. In practice, the research on the influence of anchoring effect on consumers' purchase intention and its mechanism is still lacking. Based on the experiment in the context field, 210 people in a Wechat group purchase were selected as the research objects, among which 190 people participated effectively as the statistical measurement and questionnaire objects. And it is divided into 98 people in the high anchor group and 92 people in the low anchor group. Kurt's seven-point scale measures numbers from 1 to 7 in the positive score. To explore the influence factors of "anchor" on consumers' purchase intention, so as to explore "high anchoring point" and "low anchoring point" has different effects on consumers' purchase intention, and through the verification of reliability and validity, to prove the effect of" anchoring effect "on consumers' purchase intention. On this basis, it draws the conclusion that anchoring effect has great influence on consumers' purchase intention, and puts forward relevant marketing strategy suggestions.
Article Details
Every article published in the Romphruek Journal of the Humanities and Social Sciences is the opinion and point of view of the authors. Thery're not the viewpoint of Krirk University or the editored department. Any part or all of the articles for pablication must be clearly cited.
References
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Epley, N., & Gilovich, T. (2001). Putting adjustment back in the anchoring and adjustment heuristic : Differential processing of self-generated and experimenter-provided anchors. Psychological science, 12(5), 391-396.
Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty : Heuristics and biases. Science, 185(4157), 1124-1131.
Wilson, T. D., Houston, C. E., Etling, K. M., & Brekke, N. (1996). A new look at anchoring effects : basic anchoring and its antecedents. Journal of Experimental Psychology : General, 125(4), 387-402.
陈仕华, & 李维安. (2016). 并购溢价决策中的锚定效应研究. 经济研究, 51(6), 114-127.
Chen Shihua & Li Weian. (2016). Study on Anchoring Effects of Acquisition Premiums Decision. Economics Study, 51(6), 114-127.
李斌, 徐富明, 马红宇, & 王伟. (2011). 锚定效应对消费者决策的影响研究述评. 消费经济, 27(05), 94-97.
Li Bin, Xu Fuming, Ma Hongyu, & Wang Wei. (2011). A Review of Research on the Impact of Anchoring Effect
on Consumer Decision. Consumer Economics, 27(05), 94-97.
刘石兰, & 甘艳玲. (2015). 消费者促销预期研究述评与展望. 外国经济与管理, 37(03), 40-52.
Liu Shilan & Gan Yanling (2015). A Literature Review of Consumer Promotion Expectations and Prospects. Foreign Economics & Management, 37(03), 40-52.
罗利, 赵云洁, 肖潇, & 陈溪. (2011). 价格估计中经验对锚定效应的影响. 内江师范学院学报, 26(06), 68-72.
Luo Li, Zhao Yunjie, Xiao Xiao, & Chen Xi. (2011). The Impact of Experience upon the Anchoring Effect in the Price Estimation. Journal of neijiang normal university, 26(06), 68-72.
沈超红, 程飞, & 尉春霞. (2016). 锚定效应与消费者购买意愿关系研究. 消费经济, 32(02), 57-63
Shen Chaohong, Cheng Fei, & Wei Chunxia. (2016). Research on the Relationship between Anchor Effect and Consumers' Purchase Intention. Consumer Economics, 32(02), 57-63.
王琦, 刘凯, & 张晓航. (2016). 卷入情景下特征框架效应对购买意愿的影响. 商业研究, 62(10), 1-9.
Wang Qi, Liu Kai, & Zhang Xiaohang. (2016). Influence of the Attribute Framing Effect on Purchasing Intention under Involvement Scene. Commercial Research, 62(10), 1-9.
张淑惠, & 陈珂莹. (2018). 锚定效应对经济管理决策的影响研究述评. 财会月刊, 2018(10), 125-130.
Zhang Shuhui, & Chen Keying. (2018). A Review of Research on the Impact of Anchor Effect on Economic Management Decision. China Academic Journal Electronic Publishing House, 2018(10), 125-130.