摘要：新产品试用是企业广泛采用的重要的促销策略.。现有研究从试用动机、时间、经验、次数、价格以及试用质量与时长组合等角度关注试用策略的效果， 甚少从试用 空间情境角度关注试用的情境策略对消费者购买意愿的影响。基于情境处置框架和心理所 有权理论，提出新产品试用情境策略的概念，将其划分为在家试用和店内试用两种类型，并探究这两种试用情境策略对消费者购买意愿的影响机制和边界条件。三个情境实验结果表明: 在家试用相较于店内试用能更好地促进购买意愿，心理所有权起到中介作用，产品创新性分别调节新产品试用情境策略对心理所有权和购买意愿的影响，顾客感知支持仅调节新产品试用情境策略对心理所有权的影响。研究结论为企业有效地选择新产品试用情境策略提供理论指导。

Abstract: New product trial is an important promotion strategy widely adopted by enterprises. Previous studies have focused on the effects of trial strategies from the perspectives of trial motivation, time, experience, frequency, price, and the combination of trial quality and duration, and rarely focused on the impact of trial contextual strategies on consumers, purchase intentions from the perspective of trial space context. Based on the situational disposition framework and psychological ownership theory, this study proposes the concept of new product trial situational strategies, divides them into two types: home trial and in-store trial, and explores the impact mechanism and the impact of these two trial situational strategies on consumers' purchase intention. Boundary conditions.The results of three situational experiments show that: trial at home can better promote purchase intention than in-store trial, psychological ownership plays a mediating role, product innovation moderates the impact of new product trial situational strategies on psychological ownership and purchase intention, customer perception Supports only moderating the effect of new product trial situational strategies on psychological ownership. The research conclusions provide theoretical guidance for enterprises to select new product trial situation strategies effectively.