在线评论与产品介入对虚拟购物车选择决策的影响研究——基于消费者介入理论

Research on the Impact of Online Reviews and Product Involvement on Virtual Shopping-Cart Decision-making Based on Consumer Involvement

了解购物车放弃等"非购买"行为能丰富消费者决策行为理论,帮助电商制定个性化营销策略。消费者介入理论认为,产品介入取决于所耗的信息成本,目前研究对介入度过于定性与模糊。本文基于单品层级细分三种产品介入度:时间介入度,注意力介入度,关注介入度;考虑产品介入的时序依赖效应,在线评论对于购物车放弃的影响。本文以离散选择模型对购物车决策进行建模,结合京东商城点击流数据分析表明(1)时间介入度正向显著地影响购物车放弃和购买行为,但对后者效应更强。(2)对产品的注意力介入度越高,在购物车中放弃的可能性越低;但也会降低购买意愿。(3)产品的关注介入度与消费者放弃购物车行为的存在负向关系。此外,本文结合差评率的交叉弹性仿真,发现(4)高关注介入度的产品更易受差评率影响而放弃购物车;时间介入度和差评率两者正向平稳地影响放弃购物车可能性。本研究为个性化推荐系统和社交电商的在线评论管理实践提供了理论依据。

Examining the non-buying behavior such as abandoning shopping carts enriches consumer decision-making theory,and helps e-commerce develop better personalized marketing strategies.In accordance with Consumer Involvement theory,three product involvement are elaborated,i.e.,Time-,Attention-,and Tag-involvement.Online reviews and the effect of time dependency within product involvement are also considered.Applying a clickstream dataset from JD.com,a discrete choice model is proposed to model the virtual shopping cart decision-making.The result shows that(1)Time-involvement has a positive effect on the shopping cart abandonment,and stronger on purchase.(2)The higher Attention-involvement implies the lower probability of shopping cart abandonment,yet consumers’purchasing intention decreases either.(3)Tag-involvement negatively associates with shopping cart abandonment.The cross-elasticity simulation is conducted.The visualization shows(4)products with higher Tag-involvement are susceptible to negative reviews,leading to abandonment.Time-involvement and the proportion of negative reviews,positively and steadily affect the likelihood of abandoning shopping cart.Finally,a theoretical basis for customized recommendation and online review management is provided.