基于沉没成本效应的电子优惠券使用意愿ERP研究

考虑到沉没成本效应可以影响不同调节导向的消费者对电子优惠券的使用意愿,运用事件相关电位(ERP)方法探究了在线上购物环境下,不同调节导向的消费者在沉没成本效应发生时的脑内神经机制.行为数据显示,沉没成本对优惠券的赎回率有显著影响,防御型导向的消费者受其影响更大.脑电生理数据也为行为数据提供了进一步的解释.通过对N2、ERN组件的分析可以体现消费者在进行优惠券使用决策时,缘于厌恶损失心理从感知风险到反馈阶段的处理过程.在实际网络购物环境下,沉没成本与消费者偏好诱发的认知冲突会显著影响优惠券的赎回率.

Study on ERP of Willingness to Use Electronic Coupons Based on Sunk Cost Effect

Considering that sunk cost effect can influence the willingness of consumers with different regulatory orientations in using e-coupons, the Event-Related Potential (ERP) method was used to explore the neural mechanism of the consumers with different regulatory orientation when sunk cost effect occurs under the online shopping environment. The behavioral data shows, that the sunk cost has the significant influence on the coupon redemption rate, while the defense-oriented consumers are more affected by the sunk cost effect. Eeg data also provides further explanations for behavioral data. The results of analysis of N2 and ERN components can reflect the process of loss aversion from perceived risk to feedback when consumers make coupon use decisions. In the actual online shopping environment, the cognitive conflict induced by the sunk cost and consumer preference will significantly affect the coupon redemption rate.