销量排序对消费者决策的影响

The Impact of Sales Ranking on Consumer's Decision-making

分选排序是消费者在进行网络购物时获取和优化信息的重要手段和工具。其中,按照产品销量排序是各大电子商务网站普遍提供的应用选项,然而具体做法却各不相同。学术界对销量排序对消费者决策的影响尚缺乏深入的研究。本研究探讨了销量排序方式(降序vs.随机)与展示方式(显示销量的具体数值vs.不显示销量的具体数值)对于消费者决策的影响。实验结果显示,销量的存在会显著影响消费者对价格的敏感度。当产品按照销量降序排列时,相比随机排列,消费者对价格的敏感度降低。在按照产品销量降序排列的环境下,不显示销量的具体数值相比显示销量的具体数值更能降低消费者对价格的敏感度。

Sorting functions are important tools for consumers to search and optimize product information in online enviroments. Many electronic shopping sites provide sorting functions for sales in different ways. However, marketing academics have not been particularly insightful on the impact of sales ranking on consumer＇s decision making. This paper explores the effects of different sales sorting （descending vs. random） and display manner （sales volume is displayed vs. sales volume is not displayed） on consumer＇s decision making. Results from the ex- periment show that presentation of sales significantly affect consumer＇s price sensitivity. Consumer has a lower price sensitivity when a product list is sorted in a descending order of sales than when it is in a random order. Further, in an descending environment, it leads to a lower consumer price sensitivity when sales volume is not displayed than when it is displayed.