数字商品与实体商品的购买意愿比较：心理所有权的中介作用

雷 苏平, 童 小军
浙江农林暨阳学院中国珍珠学院

摘要

在互联网盛行的市场环境下，数字商品逐步兴起，对实体商品产生了一定的冲击。本文通过对数字商品和实体商品的比较分析，旨在揭示商品类型、心理所有权与顾客购买意愿三者之间的关系，研究发现商品类型对心理所有权和购买意愿有显著影响，且心理所有权正向影响购买意愿，并在商品类型与购买意愿的影响过程中起着中介作用。最后为数字商品和实体商品的营销策略推广提供了相关建议和对策。

关键词

数字商品；实体商品；购买意愿；心理所有权

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