在线消费者购买决策过程中编辑阶段的有限理性研究

发布时间：2018-01-27 15:19

本文关键词： 在线购买决策过程有限理性启发式偏差框架效应编辑阶段　出处：《南京理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：据《中国网络购物市场研究报告》调查显示,截至2015年年底我国网络购物用户规模已达4.13亿。随着电子商务的迅速发展,越来越多的消费者由于由于方便、快捷和实惠等特点而选择在线购物,然而相较传统的线下购物方式,在线购买时由于商品数量繁多、促销手段复杂、无法接触到实物,消费者会面临着更多不确定性,这使得违背"理性人"假设的消费行为不断涌现,因此对在线购买决策过程的有限理性分析逐渐成为学术界的研究热点。本研究在丹尼尔·卡尼曼提出的"有限理性人"决策过程两阶段模型的基础上,结合在线购买的特点,将在线消费者购买决策过程分为编辑阶段(购买信息搜集、购买信息贮存)与评价阶段,构建了有限理性视角下的消费者购买决策框架,着重对其中的编辑阶段进行研究,将有限理性的四个认知偏差引入该阶段,分析有限理性视角下在线消费者购买决策过程中编辑阶段存在的决策偏差现象。实证研究中,本文采用了问卷调查法,通过2(产品类别)×2(影响因素)的实验,分析了不同影响因素产生的认知偏差是否会造成编辑阶段呈现结果的不同。实验结果表明:在线消费者购买决策过程的编辑阶段中信息搜集和信息贮存均会受到启发式偏差、框架效应等认知偏差的影响。具体而言:(1)在购买信息搜集阶段,网站定位、店铺类别(旗舰店/不知名店铺)会产生代表性偏差,产品在搜索页面的位置、店铺类别(已购买店铺/陌生店铺)会产生可得性偏差,参考价格的存在与否会产生锚定效应,包邮与否会导致框架效应;(2)在购买信息贮存阶段,店铺评级会产生代表性偏差,历史促销价存在与否会产生锚定效应,在线评价的正反阐述方式会产生框架效应,在购买服装类产品时产品信息的呈现形式会导致可得性偏差。以上这些认知偏差的存在将导致编辑过程的结果即购买方案呈现出一定程度的有限理性,进而影响消费者的最终购买决策。最后从理论层面、应用层面两个方面来阐述本文的研究价值,同时指出研究的局限以及对未来研究的展望。
[Abstract]:According to the Research report of China's online Shopping Market, by the end of 2015, the scale of online shopping users in China has reached 413 million. With the rapid development of e-commerce. More and more consumers choose online shopping because of convenient, fast and affordable characteristics, but compared with the traditional offline shopping, online shopping because of the number of goods, sales promotion means are complex. Without access to physical objects, consumers will face more uncertainty, which leads to the emergence of consumption behaviors that violate the hypothesis of "rational people". Therefore, the limited rational analysis of the online purchase decision-making process has gradually become a hot topic in academia. This study is based on the two-stage model of "limited rational person" proposed by Daniel Kahneman. Combined with the characteristics of online purchase, the online consumer purchase decision-making process is divided into editing stage (purchase information collection, purchase information storage) and evaluation stage, and the framework of consumer purchase decision-making is constructed from the perspective of limited rationality. The study focuses on the editing stage and introduces the four cognitive deviations of bounded rationality into this stage. This paper analyzes the phenomenon of decision deviation in the editing stage of online consumers' purchase decision-making from the perspective of limited rationality. In the empirical research, this paper adopts the questionnaire method. The experiment of 2 (product category) 脳 2 (influencing factor) was carried out. This paper analyzes whether cognitive bias caused by different factors will result in different results in editing stage. The experimental results show that:. In the editing stage of the online consumer purchase decision process, the information collection and information storage are all subject to heuristic deviation. The influence of cognitive bias such as frame effect. Specifically, in the purchasing information gathering stage, website positioning, store type (flagship store / unknown store) will produce representational bias. The location of the product on the search page, shop category (purchased shop / unfamiliar shop) will produce the deviation of availability, the existence of reference price will have anchoring effect, or not will lead to frame effect; 2) in the stage of purchasing information storage, store rating will produce representative deviation, historical promotion price will have anchoring effect or not, and the positive and negative ways of online evaluation will produce frame effect. The form of presentation of product information will lead to the deviation of availability when purchasing clothing products. The existence of these cognitive deviations will lead to the result of the editing process, that is, the purchase scheme presents a certain degree of limited rationality. Finally, the paper expounds the research value of this paper from the theoretical level and the application level, and points out the limitations of the research as well as the prospect of the future research.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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