标准竞争市场中的消费者购买决策研究:不确定性及基于心理模拟的沟通策略

The Research of Consumer Purchase Decision in Markets with Standards Competition: Uncertainty and Communication Strategy Based on Mental Simulation

随着技术标准的影响逐步从网络、通信等行业发展到更多的高新技术甚至于传统行业,其对于企业市场竞争与消费者的影响日益显著。标准竞争市场中消费者购买决策所面临的不确定性更为复杂。标准竞争并非总是增加消费者对不确定性的感知,标准竞争市场中消费者对成本相关不确定性的感知较强,而对利益相关不确定的感知较弱;不同方式的沟通策略对消费者购买行为的影响也存在区别,相对于基于结果聚焦的沟通策略而言,基于过程聚焦的沟通策略对降低消费者成本相关不确定性和增进购买意向的影响效果更为显著。

With the impact of the technological standards gradually develops from the network,communication and other industries to more hightech and even the traditional industries,technological standards have an increasingly important effect on the success of many new products and services.But the existing research on the influence of standards competition on consumer purchases decision is not sufficient. By experimental method,this article examines uncertainties of consumers in purchase decision in markets with standards competition and discusses ways to manage the uncertainty by mental simulation. The results indicate that standards competition does not always increase consumers' perception of uncertainties. It makes consumers enhance perception of cost uncertainties,while lower perception of benefit uncertainties. The influence of different ways of communication strategies on consumers' purchasing behavior is also different. Relative to the communication strategy based on the outcome simulation,communication strategy based on process simulation effects more significant on reducing consumers' cost uncertainties and promoting consumers' purchase intention. The results of this study will help to understand consumer purchase decision in the standards competition markets, and to provide guidance and advice to promote the new products.