日本动漫及周边商品非理性消费行为研究——以哔哩哔哩网站为例_OpenScirbe Publishing

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日本动漫及周边商品非理性消费行为研究——以哔哩哔哩网站为例

Author(s)：
陈成栋

Publication Title：

Wen Yuan (High School Edition) 2019 No.09

Affiliations：
浙江中医药大学滨江学院杭州浙江 310053

Abstract：
心理账户是人们或组织在心理上对消费活动所产生的结果给予编码,分类和评估的过程,它揭露了人们在消费活动活动过程中的心理认知过程.本文采用心理账户中支出账户的四个部分对消费者在哔哩哔哩网站上购买动漫及周边商品的非理性消费行为进行研究并开展网络问卷调查.在进行数据的信度和效度验证基础上,根据消费者在心理账户中支出账户上的心理预算、非替代性和灵活性三个基础特征入手,提出消费者在购买此类商品时应加强自身的心理预算机能以及要养成良好的消费习惯.

Keywords：
心理账户;哔哩哔哩;消费行为

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[1] 陈成栋.日本动漫及周边商品非理性消费行为研究——以哔哩哔哩网站为例[J].Wen Yuan (High School Edition),2019(09),.

文渊(高中版)

Wen Yuan (High School Edition)

Language: 中文

CN：11-9276/G

ISSN：2096-6288

Publication Frequency: 月刊

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