沉没成本效应对采纳型体育消费决策的影响

在体育消费领域,鲜有文献研究消费过程中过去发生的成本是否会影响个体当前的体育消费决策,本研究将行为经济学中的沉没成本效应理论繁衍至体育消费领域,试图从新的理论视角研究体育消费决策的影响因素。研究采用情境实验方法,通过构建采纳型体育消费的实验情境,采用交叉表及其独立性卡方检验、二元逻辑回归方法统计、检验不同沉没成本规模与发生时间下的体育消费决策,并对沉没成本效应的影响机制做频数统计分析。研究结果发现,沉没成本效应存在于采纳型体育消费决策之中,而且沉没成本规模越大,越容易出现沉没成本效应;但沉没成本发生的时间并不显著影响沉没成本效应。沉没成本效应对个体采纳型体育消费决策的影响机制主要有资源不浪费原则,期望过去的投入产生收益以及避免确定性损失。

Research on the Influence of Sunk Cost Effect on Adoption Sports Consumption Decision

In the field of sports consumption,there are few literatures on whether the past costs in the process of consumption will affect the individual's sports consumption decision.This study proliferates the sunk cost effect theory of behavioral economics to the field of sports consumption and study on the influencing factors of sports consumption decision-making from a new theoretical perspective.This study takes scenario-based experiment to construct adoption sports consumption decision scenarios,as well as testing its decision-making with different sunk cost magnitude and occurrence time by the cross table method and binary logistic regression.The impact mechanism of sunk cost effect is analyzed by frequency statistics.The results show that the sunk cost effect exists in the adoption sports consumption decision-making.And the sunk cost effect positively correlates with the magnitude of sunk cost.While the occurrence time of sunk cost does not significantly affect the sunk cost effect.The main influence mechanisms of sunk cost effect on individual decision-making include the principle of resource non-wasting,pursuing the benefit generated by cost and avoiding the definite loss.