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首页> 外文期刊>Journal of Business Research >Extending prospect theory cross-culturally by examining switching behavior in consumer and business-to-business contexts
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Extending prospect theory cross-culturally by examining switching behavior in consumer and business-to-business contexts

机译：通过研究消费者和企业对企业环境中的转换行为，跨文化扩展前景理论

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摘要

Prospect theory states that an individual in a loss situation is more likely to make a risky financial decision than when they are in a gain frame. Some researchers observe that Asians tend to have a more positive attitude toward risk in financial decisions than Westerners. The first of two studies tests these two phenomena. The study finds Singaporeans and Chinese to be less risk averse than Dutch and New Zealand people over both a gain and a loss frame when making a personal financial decision. A second study extends this finding to individuals in a business relationship switching suppliers, and finds that when switching is framed as a risky decision the same pattern of behavior occurs. New Zealand and American consumers are more risk averse than those from Japan and Singapore, who are more likely to change suppliers under both a gain and a loss frame.
机译：前景理论指出，处于亏损状态的个人比处于收益框架中的人更有可能做出有风险的财务决策。一些研究人员观察到，与西方人相比，亚洲人对财务决策中的风险倾向于更积极的态度。两项研究中的第一项测试了这两种现象。该研究发现，在个人财务决策时，新加坡人和中国人在收益和损失方面都比荷兰人和新西兰人规避风险。第二项研究将这一发现扩展至业务关系转换供应商中的个人，并发现当转换被视为风险决策时，会发生相同的行为模式。新西兰和美国的消费者比日本和新加坡的消费者更愿意规避风险，因为日本和新加坡的消费者更倾向于在获利和亏损框架下更换供应商。

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