文章基于行为经济理论的情感效应与框架效应对以旧换新消费行为进行研究,揭示其不同作用机制。作者通过3×2×2的交叉实验设计验证:(1)消费者在理性与偏好均衡状态下,更关注新产品的购买价格。(2)由于情感效应,更为重视旧产品价格;由于有限认知带来的框架效应,增强信息会影响其对新旧产品的决策偏好。(3)消费者个性特质(消费者创新性)是其以旧换新行为主要影响因素,情感效应与框架效应发挥调节作用。 Based on the emotional and framing effects of behavioral economic theory, the article researches the trade-in consumer behavior and reveals its different mechanism of action. The author validates through 3 × 2 × 2 crossover experiments: (1) Consumers pay more attention to the purchase price of new products under the equilibrium of reason and preference. (2) Pay more attention to the prices of old products due to the affective effect. Due to the frame effect brought by limited cognition, enhancing information will affect their decision-making preference for old and new products. (3) The personality traits of consumers (consumer innovation) are the main influencing factors of TM, and the affective effects and framework effects play a regulatory role.