成本视角下“迟钝型”与“敏感型”网络消费者商品效用模型构建

Establishment of the Utility Model of Both the Insensitive and Sensitive E-shoppers from the Perspective of Transaction Cost

成本的大小是消费者决定是否网上购物的重要因素。本文以成本为视角,在分析了风险成本、支付成本、评价成本对消费者商品效用的影响,并在确立了这三种成本的商品价值损失函数后,建立了成本"迟钝型"与"敏感型"网络消费者商品效用模型,研究了顾客感知的商品效用在网站知名度、产品品牌、价格及产品质量影响下的变化情况。研究结果表明,在上述四个变量作用下,无论是迟钝型消费者,还是敏感型消费者,他们感知的商品效用与边际效用均表现出相同的变化趋势。随着网站知名度、产品品牌、产品质量的提高,迟钝型与敏感型两类消费者感知的商品效用均随之增大,而边际效用却均随之递减。随着产品价格、配送成本的提升,两类消费者感知的商品效用均随之递减。但由于敏感型消费者对成本承受力较弱,过于敏感,其商品效用变化速率与边际效用变化速率都比迟钝型消费者要大。最后,依据研究结果,本文就网络营销策略提出了建议。

Amount of transaction cost is an importa nt factor that consumers consider in deciding whether or not to buy a product online.From the perspective of transaction cost,this paper analyses the impact of risk cost,paying cost and evaluating cost on product utility perceived by consumers. After constructing the loss functions of product value resulting from the three costs,the paper establishes a utility model of both insensitive and sensitive online shoppers,and studies the changes of consumer perceiving product utility influenced by website repute,product brand,price and quality. The results indicate no matter whether consumers are sensitive or insensitive,their product utility and marginal utility all reflect similar changing trend under effect of the variables above. With the enhancement of website repute,product brand and quality,product utility of insensitive consumers and sensitive consumers increases too,however marginal utility of product decrease. With the rise of product price and transportation cost,product utility perceived by insensitive and sensitive consumers all descend. But,since sensitive consumers are more sensitive to costs,their changing velocity of product utility and marginal utility is all greater than that of insensitive consumers. Finally,the paper provides suggestions on Internet marketing strategies based on the research results.