在线购物中消费者知识校准对满意度的影响研究

Research on the Effect of Consumers Knowledge of Calibration on Online Shopping Satisfaction

消费者在网上购物时经常会查看其他消费者提供的第三方评价信息进而做出自己的消费决策。本文以实验室实验的方式验证,以总体满意度为载体的第三方评价信息无论是支持还是反对在线消费者初期选购偏好都会使其形成错误的知识校准,即自信不足或过度自信,并且这种错误校准会使得消费者在决策阶段和体验阶段对产品的满意度下降。与此同时在线消费者的整体消费过程的满意度也会下降,这是由于消费者感受到其自信水平以及产品满意度的变化和波折,从而带来较差的消费体验导致的。本文的观点是,消费者在决策阶段应屏蔽总体满意度的影响,从而正确地判断产品各方面属性做出决策。

When shopping online, consumers are always checking agent evaluations provided by other consumers to support their own purchase decisions. However, this thesis demonstrated through a lab experiment that agent evaluations about the overall satisfaction will lead to consumer＇s poor calibration （under-confidence or over-confidence）, no matter the evaluation supports the initial purchase preference or not. Plus, this poor calibration causes a decrease of consumer＇ s product satisfaction in either decision phase or experience phase. Meanwhile, satisfaction of the whole purchase process will also decrease, due to the twists and turns of consumer＇s psychological feelings. The author＇s opinion is that to generate better experience, consumer should avoid the influence from the overall satisfaction ratings, and correctly judge the product attributes to nail down the purchase decision.