价格和评价影响消费者网络购买决策研究——基于眼动实验的分析

随着中国网络购物市场的飞速发展,消费者网络购买行为已经成为当前研究和实践关注的重点。基于线索理论和认知决策原则,采用眼动实验方法,探讨网络购物中的两个重要线索:价格和评价影响消费者购买决策的机理。研究表明:消费者会利用价格和评价对产品进行评估,遵循有限理性的认知决策原则;但消费者更注重评价线索的参考价值,并且当两线索效价一致时,消费者会采取更深入的认知加工方式。因此,建议网店经营者要合理确定价格水平、积极维护评价线索、合理布局网页信息和优化网页操作界面,以提高购买率。

With the rapid development of online shopping in China, consumers＂ online purchase behaviors have become the highlights in current study and practice. Based on the clue theory and cognitive decision-making principles, we designed an eye tracking experiment in order to find out the mechanism of the impacts of price and comments on consumers＂ purchase de- cision during online shopping, which are the two clues. The results shows that consumers can use price and comments to evaluate products, and follow the decision-making principle with limited ration; but in comparison, consumers pay more attention to comments than price; and when the two clues are consistent in effect, consumers will take a more in-depth way to process and evaluate them before making the purchase decision. Therefore, we advise the operators of online store to set price level reasonably, maintain evaluation clues actively, design web information properly and optimize web interface in order to improve the rate of purchasee.