网购消费行为中的“有限理性”问题

Studying about the Consumer “Bounded Rationality” Behavior in Online Shopping

网购市场里的消费者,并不是像新古典经济学里描绘的"经济人"那样完全理性,而只是实现了一定程度的选择过程理性。根据我国网络购物市场的发展状况,探究影响我国网络购物用户"有限理性"实现程度的因素,主要有:不完全的商品信息、不稳定的商品质量、不同步的物流服务等。最后,对购物网站如何能够吸引更多网络消费者的光顾,提高消费者网购中的"有限理性",提出了几点意见与建议。

In online shopping market,the consumer is not the ＂ economic man＂ who are as fully rational as the new classical economics depicts, who realized the selection process of a certain degree of rationality. According to the development of China＇s online shopping market, it explores the main factors that impact ＂bounded rationality＂ of China＇s online shopping user , concluding the incomplete information of the goods, and unstable product quality, and no synchronization logistics service. It takes some countermeasures and suggestions about China＇s online shop- ping market, concluding commodity information management system, and optimizing the network shopping after sale service responsibility and establishing the network shopping integrated operation system.