The Research Of Psychological Distance Afecting Purchase Intention

With the fierce market competition and the differences of consumer demand,forcing companies to make market segmentation,provide better service for the target market of consumers.How to conduct consumer segmentation and how to catch the consumer’s psychological difference? Psychological distance provides a new perspective for interpretation of human behavior.This paper summarizes origin and development of psychological distance,psychological distance dimensions of elements,the present research situation,and studied the different consumer segments(regulatory focus,cultural dimension)under the regulation of psychological distance influence on purchase intention.On the basis of combing the domestic and foreign relevant theory,through the design situation questionnaire experiment data collection.The study found that,psychological distance is positively related to the purchase intention.Near psychological distance can promote consumer’s purchase intention.Cultural dimensions of psychological distance and purchase intention regulation.Under the far situation of psychological distance,the tendency of foreign culture consumers purchase intention is higher,in the near the psychological distance,under the situation of tendency of Chinese culture consumer purchase intention is higher.In addition,the study also found that,regulatory focus of the psychological distance and purchase intention regulation,in the context of near psychological distance,prevention oriented consumer show higher purchase intention than the promotion oriented consumer.In the cnontext of far psychological distance,the promotion oriented consumer show higher purchase intention than the prevention-oriented consumer.Under special products category,regulatory focus of the psychological distance and purchase intention regulation,In the context of near psychological distance,prevention-oriented consumer than the promotion of consumer oriented show higher purchase intention.