大学生网购非理性决策中的性别差异研究——基于锚定效应理论

Study of the Gender Differences in the College Students’ Online Shopping Irrational Decisions——Based on the anchoring effect theory

针对女性消费者的非理性程度高于男性消费者的传统观点,以锚定效应为理论基础,以淘宝平台为例,量化研究了大学生网购非理性决策的性别差异.研究发现女大学生网购决策的非理性程度并非在任何情境下均高于男大学生:低折扣水平下,女大学生的非理性程度大;中等或相对高的折扣水平下,男大学生的非理性程度大.提出的研究方法为非理性行为的量化研究提供了新思路,对网络零售商的销售决策具有参考作用.

In order to verifies the traditional view that the female consumers are more irrational than the male consumers,this paper designs anchoring experiment to quantitatively research the differences in the college students’ online shopping irrational decisions,taking the Taobao platform as an example.The survey finds that the irrational degree of female college students’ online shopping decisions is not higher than male college students’ in any situation.Under lower discount level,female college students’ irrational degree is higher;while under medium or relatively high discount level,male college students’ irrational degree is higher.The proposed research method provides new thoughts for quantification of irrational behaviors,and it has reference function for platform merchant’s sales decisions.