中文摘要：

现有产品体验局限于对产品质量的感知,忽视了体验过程也会影响消费者的认知和行为。本文基于建构层次理论（Construal Level theory）,在产品体验过程中融入影响消费者认知框架的方法,检验心理距离对消费者购买行为的影响;采用自然实验方法,以产品信息不对称性为调节变量,探究产品体验在不同产品类型、不同感知可能性条件下对购买行为的影响差异。结果显示：在购买信用型产品时,当消费者感知获得产品体验机会可能性小时,更可能购买合意性（desirability）高、可得性（feasibility）低的产品;当消费者感知获得产品体验机会可能性大时,更可能购买合意性低、可得性高的产品;心理距离没有对消费者体验搜索型产品和体验型产品后的购买行为产生显著影响。

英文摘要：

The existing product experience relies on perceive product quality and ignores the interaction of seller and consumer during the process. Based on Construal Level Theory,the paper integrates method influencing consumer＇s cognition framework in the process of product experience to examine the impact of psychological distance on purchasing behavior. By using natural experimental method,the product information asymmetry is adjusted to explore the influence of product experience on the purchase behavior under different product types and different perceived possibilities. The results show that as buying credence goods,customer weighs desirability more than feasibility when perceive possibility is low; customer weighs feasibility more than desirability when possibility is high; psychological distance does not have a significant impact on the purchase behavior of consumers＇ experience and search products.