Access-based services (ABS) have shown tremendous growth recently. We examine the relationship between service period framing and consumers’ anticipated ABS enjoyment. Four scenario-based experiments revealed that focus frame of the service period affected anticipated enjoyment of upcoming ABS experiences and this effect is mediated by perceived temporal scarcity. We also examine the moderating role of perceived product benefits, indicating that this mediated focus-frame effect is amplified among consumers tending to pursue hedonic benefits from the borrowed goods. Lastly, we confirm the anticipated enjoyment’s mediating role on the relationship between focus frame and consumers’ positive behaviors and attitudes toward ABS.

基于访问的服务（ABS）最近显示出巨大的增长。我们研究了服务期限框架和消费者预期的ABS享受之间的关系。四个基于场景的实验表明，服务期的重点框架影响了即将到来的ABS体验的预期享受，并且这种影响是由感知的时间稀缺所介导的。我们还研究了感知到的产品利益的调节作用，表明这种介导的焦点框架效应在倾向于从借来的商品中寻求享乐利益的消费者中得到了放大。最后，我们确定了预期的享受在焦点框架与消费者对ABS的积极行为和态度之间的关系上所起的中介作用。