中文摘要：

文章在零供博弈背景下,利用卡托纳心理经济学分析模型,从心理经济学视角考察消费者的购物心理对零供博弈的影响。利用5点量表法对零供博弈结果中影响消费者购买决策的八个因素（自有品牌开发、新产品开发、促销、通道费、品牌专卖店、供应商品牌建设、零售商品牌建设和价格）进行问卷调查。在此基础上运用多元回归对问卷进行回归分析,以此来探寻消费者的购买决策及这些决策导致的零供博弈策略的社会效应。

英文摘要：

In the context of a game between retailers and suppliers,from the psychological economics perspective,this paper uses the Katona Psychological Economic Model to study the social effects of consumers＇ shopping psychology on the game between retailers and suppliers.This paper uses the 5-point scale method to make a questionnaire survey of eight factors（the development of private label and new products,promotion,slotting allowance,franchised store,brand development of suppliers and retailers,and price） which affect the consumers＇ purchasing decisions.Then we make a multiple regression analysis on this questionnaire,and make studies on the consumers＇ decisions and the social effects of the game between retailers and suppliers caused by these decisions.