观察性学习和网络口碑：社会化学习对消费者网上购买决策的影响效果研究
发布时间：2018-10-24 16:27
【摘要】：伴随互联网甚至移动互联网的迅速发展,消费者网上购物理念及习惯的形成,电子商务的整体市场已经逐步完善和成熟。面对琳琅满目的商品或服务,消费者用于购买决策的信息也越发复杂。许多前人的研究表明,由于商家和购物平台提供的信息具有不对称性,可能存在夸大或造假的风险,人们更倾向于从社会化学习中获取他人的信息以减少购买效用的不确定性。 社会化学习是消费者的经验和信息被散播到其他潜在消费者的过程,即消费者涉入并加工社会化信息的过程,它主要包括两种形式：1.观察他人在购买中的选择,即观察性学习；2.从有一手经验的人群中获得直接的建议,即口碑。如今,各大在线商店已广泛利用社会化信息启发用户学习和决策,那么,究竟哪一种社会化学习形式在消费者购买决策的各个阶段中发挥更重要的作用?针对不同类型的商品,社会化学习对消费者决策的左右是否有所差别?以上都是进一步值得探讨的问题。 本文着力于研究社会化学习对消费者决策的影响。一是总结了社会化学习及其两种表现形式——观察性学习和口碑学习的概念、特征和表现形式,深化了两种社会化学习的理论基础。二是将消费者购买决策过程划分为“搜索-选择与评估-决策”三个阶段,建立了观察性学习和口碑学习对消费者网络购买决策各个阶段影响的理论模型。三是通过情景实验法研究了理论模型,并探究了在不同产品涉入度下的研究结果是否存在不同。 通过实证分析,本文主要得到以下结论： 1.无论对于高涉入还是低涉入产品,社会化学习对消费者决策各个阶段都有显著影响,即观察性学习和口碑学习对消费者在商品搜索、商品选择与评估、以及最终购买决策都有显著影响。 2.对于高涉入产品,口碑学习对消费者商品选择与评估效率的影响明显大于观察性学习,口碑学习和观察性学习对消费者的商品搜索效率和购买决策效率没有明显差别。 3.对于低涉入产品,观察性学习消费者商品搜索效率的影响明显大于口碑学习,口碑学习和观察性学习对消费者的商品选择与评估效率和购买决策效率没有明显差别。 4.观察性学习对消费者商品选择与评估效率的影响在购买低涉入产品时大于高涉入产品,对消费者搜索效率和购买决策效率的影响在购买不同涉入度产品时没有显著差异。 5.口碑学习对消费者搜索效率、商品选择与评估效率以及购买决策效率的影响在购买不同涉入度产品时没有显著差异。
[Abstract]:With the rapid development of the Internet and even the mobile Internet, and the formation of consumers' online shopping concepts and habits, the overall market of e-commerce has been gradually improved and mature. In the face of an array of goods or services, consumer information for purchasing decisions is becoming more and more complex. Many previous studies have shown that because of the asymmetry of the information provided by merchants and shopping platforms, there may be risks of exaggeration or fraud, and people tend to obtain information from other people from social learning to reduce the uncertainty of purchasing effectiveness. Social learning is the process in which consumers' experience and information are disseminated to other potential consumers, that is, consumers are involved in and process social information. It mainly includes two forms: 1. Observe the choice of others in the purchase, that is, observational learning; 2. Get direct advice from experienced people, that is, word of mouth. Nowadays, the major online stores have widely used social information to inspire users to learn and make decisions. So, which form of social learning plays a more important role in all stages of consumer purchase decisions? For different types of goods, is there a difference between social learning and consumer decision-making? All above are further worth discussing. This paper focuses on the impact of socialized learning on consumer decision-making. The first is to summarize the concept, characteristics and forms of socialized learning and its two forms of expression: observational learning and word-of-mouth learning, thus deepening the theoretical basis of the two kinds of socialized learning. Secondly, the process of consumer purchase decision is divided into three stages: search-selection and evaluation-decision, and the theoretical model of the influence of observational learning and word-of-mouth learning on each stage of consumer network purchase decision is established. The third is to study the theoretical model through situational experiment, and to explore whether the research results are different under the different product involvement degree. Through empirical analysis, the main conclusions are as follows: 1. For both high and low involvement products, social learning has a significant impact on all stages of consumer decision-making, namely observational learning and word-of-mouth learning for consumers in commodity search, commodity selection and evaluation. And final purchase decisions have a significant impact. 2. 2. For high involvement products, the effect of word of mouth learning on consumers' commodity selection and evaluation efficiency was significantly greater than that on observational learning. Word-of-mouth learning and observational learning have no significant difference between consumers' commodity search efficiency and purchasing decision efficiency. 3. For low involvement products, the effect of observational learning on consumers' commodity search efficiency is significantly greater than that of word-of-mouth learning, and there is no significant difference between word-of-mouth learning and observational learning on consumers' commodity selection and evaluation efficiency and purchasing decision efficiency. 4. The impact of observational learning on consumer commodity selection and evaluation efficiency was greater when purchasing low involvement products than high involvement products. There is no significant difference in the effect on consumer search efficiency and purchase decision efficiency when purchasing different involvement products. 5. The influence of word-of-mouth learning on consumer search efficiency, commodity selection and evaluation efficiency, and purchase decision efficiency has no significant difference in purchasing different involvement products.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36
本文编号：2291911
[Abstract]:With the rapid development of the Internet and even the mobile Internet, and the formation of consumers' online shopping concepts and habits, the overall market of e-commerce has been gradually improved and mature. In the face of an array of goods or services, consumer information for purchasing decisions is becoming more and more complex. Many previous studies have shown that because of the asymmetry of the information provided by merchants and shopping platforms, there may be risks of exaggeration or fraud, and people tend to obtain information from other people from social learning to reduce the uncertainty of purchasing effectiveness. Social learning is the process in which consumers' experience and information are disseminated to other potential consumers, that is, consumers are involved in and process social information. It mainly includes two forms: 1. Observe the choice of others in the purchase, that is, observational learning; 2. Get direct advice from experienced people, that is, word of mouth. Nowadays, the major online stores have widely used social information to inspire users to learn and make decisions. So, which form of social learning plays a more important role in all stages of consumer purchase decisions? For different types of goods, is there a difference between social learning and consumer decision-making? All above are further worth discussing. This paper focuses on the impact of socialized learning on consumer decision-making. The first is to summarize the concept, characteristics and forms of socialized learning and its two forms of expression: observational learning and word-of-mouth learning, thus deepening the theoretical basis of the two kinds of socialized learning. Secondly, the process of consumer purchase decision is divided into three stages: search-selection and evaluation-decision, and the theoretical model of the influence of observational learning and word-of-mouth learning on each stage of consumer network purchase decision is established. The third is to study the theoretical model through situational experiment, and to explore whether the research results are different under the different product involvement degree. Through empirical analysis, the main conclusions are as follows: 1. For both high and low involvement products, social learning has a significant impact on all stages of consumer decision-making, namely observational learning and word-of-mouth learning for consumers in commodity search, commodity selection and evaluation. And final purchase decisions have a significant impact. 2. 2. For high involvement products, the effect of word of mouth learning on consumers' commodity selection and evaluation efficiency was significantly greater than that on observational learning. Word-of-mouth learning and observational learning have no significant difference between consumers' commodity search efficiency and purchasing decision efficiency. 3. For low involvement products, the effect of observational learning on consumers' commodity search efficiency is significantly greater than that of word-of-mouth learning, and there is no significant difference between word-of-mouth learning and observational learning on consumers' commodity selection and evaluation efficiency and purchasing decision efficiency. 4. The impact of observational learning on consumer commodity selection and evaluation efficiency was greater when purchasing low involvement products than high involvement products. There is no significant difference in the effect on consumer search efficiency and purchase decision efficiency when purchasing different involvement products. 5. The influence of word-of-mouth learning on consumer search efficiency, commodity selection and evaluation efficiency, and purchase decision efficiency has no significant difference in purchasing different involvement products.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36
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