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网络购物中产品价格信息对消费者购买决策具有重要影响。由于网络情境的特殊性,使得“价格”的单一维度信息变化的折中情境得以实现。价格信息引发的折中效应不总会发生,它取决于价格信息呈现的方式、消费者感知价格质量关系和品牌的存在。网络购物中如果最初的选择集中有价格不同而描述完全一样的两个选项,当相同描述而价格更高的第三个选项加入到最初选择集时会发生折中效应。而如果加入价格更低的第三个选项时,只有感知价格质量关系较高的消费者才会实现折中效应。此外,当产品为品牌产品(非品牌产品)时,品牌存在保证了产品质量从而抑制了折中效应的发生。
The product price information in online shopping has an important influence on consumers’ purchase decision. Due to the particularity of the network situation, the compromise situation of single dimension information change of “price ” is realized. The trade-off effect caused by the price information will not always happen. It depends on the way the price information is presented, the perceived price quality relationship and the existence of the brand. Two options that are described exactly the same in online shopping if the original selection focuses on different prices will have a trade-off effect when a third, higher priced, option, described the same, joins the original selection set. However, if the third option with a lower price is added, only the consumers who perceive the higher quality of the price will achieve the compromise effect. In addition, when the product is a branded product (non-branded product), the existence of the branded product ensures the quality of the product and thereby inhibits the occurrence of a trade-off effect.