网络购物中折中效应的实证研究

Empirical Study of the Compromise Effect in Shopping Online

折中效应是一种普遍存在的现象。当备选项变成备选集里的折中项时,它被选择的概率就会增大,折中效应就会发生。这种现象在很大程度上依赖消费者感知价格质量关系,感知价格质量关系高的消费者表现出更强的折中效应。折中效应也受到网络口碑的影响,负面网络口碑信息对折中效应的弱化程度大于正面网络口碑信息对折中效应的提升程度。因此,企业在网络营销中应该注意优化产品定位、管理产品种类并且提升网络口碑。

The compromise effect is a universal phenomenon. The probability to be sdected tends to be increased when the alternative becomes the compromised in the group of the alternatives thus resulting in the compromise effect. This phe- nomenon greatly depends on the consumers＇ perception of price quality, and the consumer with higher perception behaves with stronger compromise effect. And this effect is also influenced by public praise online, and its weakening by the nega- tive online information is greater than the promoted by the positive online information. It is hence for enterprises in the mar- keting online to pay more attention to the optimization of product orientation, the management of product variety and the promotion of public praise online.