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Examining framing effect in travel package purchase: An application of double-entry mental accounting theory
بررسی اثر فریم در خرید بسته های مسافرتی: استفاده از تئوری حسابداری روحی دو ورودی-2021 Based on the double-entry mental accounting theory, we explore the effect of option framing
on travelers purchase decisions regarding customized travel packages through three experiments. The results confirm that subtractive framing leads to higher purchase intentions and
willingness to pay than additive framing. However, in the distant future, additive framing
leads to higher purchase intention. Pleasure attenuation mediates the option framing effect
on travel package purchase decisions, especially for travelers who make travel plans for the
near future and those with higher price sensitivity. Pain buffering only plays a mediator role
in student samples. The findings provide implications for travel agencies to adopt subtractive
framing for customized travel packages and improve the hedonic experiences embedded in
packages.
keywords: فریم گزینه | تئوری حسابداری روحی دو ورودی | فاصله زمانی | حساسیت قیمت | بسته سفر سفارشی | Option framing | Double-entry mental accounting theory | Temporal distance | Price sensitivity | Customized travel package |
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