PSYCH OpenIR  > 健康与遗传心理学研究室
Alternative TitleStudy on Preference reversal of commercial vehicle and correlated factors
Thesis Advisor刘正奎
Degree Grantor中国科学院大学
Place of Conferral中国科学院心理研究所
Degree Name理学硕士
Degree Discipline基础心理学
Keyword商用汽车偏好逆转 生活事件 情绪





Other Abstract

In recent years, the rapid development of commercial vehicle market, international trend continues to strengthen. Generally speaking, the demand preference of consumers will have a greater impact on the purchase decision and even decide the f0mal decision, so in-depth understanding of commercial vehicle transaction in the process of consumer decision-making behavior, with a positive social application value. In this paper, the frontline salesman and the intention client of the commercial vehicle are studied by using the questionnaire method and the structural equation model, and the phenomenon of the reversal of the preference in the process of commercial vehicle transaction has been studied.

Conclusion as below:

First, there is a reversal in the process of commercial vehicle transactions. The study found that if the price of the product rose more than 13.71% (the value is the average of the price preference to reverse the Weber score), the price increase will give the customer a more intuitive and strong feeling, so the customer will not buy the item Other alternatives; if the price of goods fell more than 18.03% (the value of the price preference reversal of the threshold Weber score average), the price decline will cause a stronger customer experience, the price of alternative goods have doubts, it is possible Abandon the purchase of alternative goods.

Second, in the reversal of price hikes, low-intensity mental stress are significantly associated with positive emotions, high-intensity psychological stress and positive emotions are significantly correlated with negative emotions, positive emotions are significantly. The negative impact of negative emotions on the price rise preference reversed was significant.

Thirdly, in the reversal of price preference, low-intensity psychological stress are significantly correlated with positive emotions. High-intensity psychological stimulation and positive emotions are significantly correlated with negative emotions, and negative emotions have a significant effect on the reversal of price decline.

Document Type学位论文
Recommended Citation
GB/T 7714
林珏坛. 商用汽车偏好逆转现象及其相关影响因素研究[D]. 中国科学院心理研究所. 中国科学院大学,2017.
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