网店三方信息对消费者选择意向和行为的影响

Influence of On-line Store Information on Consumer's Choice Intention and Behavior

网店披露的信息大致可分为店铺信息、产品信息和消费者评价信息三个方面,这些信息共同对消费者产生的信号作用尚不明晰。网店披露的信号种类繁多,利用联合分析法挑选代表信号,再使用实验法研究三方信息对消费者选择意向和选择行为的影响,并基于信号理论探讨信息不对称性和信息可靠性的调节作用。研究表明三方信息均显著正向影响消费者的选择意向和选择行为,且信息不对称和信息可靠性显著正向调节三方信息与选择意向之间的关系。

The information displayed by online stores can be divided into three categories, i. e. , store informa- tion, product information and consumer review information, although the mutual signal effects of these types of infor- mation on consumers remain unclear. Based on a joint analysis of the typical signals selected from the various signals displayed by online stores, this paper empirically studies the effects of the three categories of information on consumer＇s choice intention and choice behavior, and meanwhile discusses the moderating effects of information asymmetry and information reliability on the basis of signal theory. The research results show that the three categories of infor- mation have a significantly positive effect on consumerg choice intention and choice behavior while information asym- metry and information reliability have a significantly positive regulation effect on the relationship between choice in- tention and the three categories of information.