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Examining framing effect in travel package purchase: An application of double-entry mental accounting theory
Annals of Tourism Research ( IF 13.2 ) Pub Date : 2021-06-30 , DOI: 10.1016/j.annals.2021.103265
Tong Wen , Xi Y. Leung , Bin Li , Lingyan Hu

Based on the double-entry mental accounting theory, we explore the effect of option framing on travelers' purchase decisions regarding customized travel packages through three experiments. The results confirm that subtractive framing leads to higher purchase intentions and willingness to pay than additive framing. However, in the distant future, additive framing leads to higher purchase intention. Pleasure attenuation mediates the option framing effect on travel package purchase decisions, especially for travelers who make travel plans for the near future and those with higher price sensitivity. Pain buffering only plays a mediator role in student samples. The findings provide implications for travel agencies to adopt subtractive framing for customized travel packages and improve the hedonic experiences embedded in packages.



中文翻译:

考察旅行套餐购买中的框架效应:复式心理会计理论的应用

基于复式心理会计理论,我们通过三个实验探讨了选项框架对旅行者定制旅游套餐购买决策的影响。结果证实,减法框架比加法框架导致更高的购买意愿和支付意愿。然而,在遥远的未来,附加框架会导致更高的购买意愿。愉悦衰减在旅行套餐购买决策中调节选择框架效应,特别是对于那些为近期制定旅行计划和对价格敏感度较高的旅行者。疼痛缓冲仅在学生样本中起中介作用。研究结果为旅行社采用减法框架定制旅行套餐并改善套餐中嵌入的享乐体验提供了启示。

更新日期:2021-06-30
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