信息锚对消费者网购意愿的影响研究

Study of effect of information anchor on consumers’ online shopping intentions

网购情境下,消费者购买意愿更加依赖于对信息的视觉感知。为探究信息对消费者网购意愿的影响,引入精细加工可能性模型(ELM)将产品自身线索划分为文字描述锚与有形展示锚,解释两类信息锚对消费者网购意愿的影响;并考虑性别与产品对信息锚对消费者网购意愿关系的影响。通过情景模拟实验法与问卷调查开展研究并收集实验数据,应用SPSS软件对实验数据进行预处理与方差分析,以检验信息锚对消费者网购意愿的影响。研究结果表明:信息锚显著地影响消费者网购意愿;相对于男性而言,女性更容易受到信息锚的影响;相对于便利品而言,信息锚影响下消费者对选购品的网购意愿差异更大。在此基础之上,提出具有针对性的营销策略:根据消费者性别特征与产品属性,设计有效的信息锚,提高消费者感知信息锚说服力,能够促进消费者购买的发生。

In the context of online shopping, consumers’ online shopping intentions are more dependent on the visual perception of information. In order to explore the effect of information on consumers’ online shopping intentions, the paper introduced elaboration likelihood model(ELM) to divide product clues into text description anchor and tangible display anchor, explaining the effect of two information anchors on consumers’ online shopping intentions. It also considered the effect of gender and product information anchors on consumers’ online shopping intentions. It carried out research and collected experimental data through scenario simulation experiment and questionnaire survey. It used SPSS software to preprocess experimental data and analyze variance so as to test the effect of information anchor on consumers’ online shopping intentions. The results show that information anchor significantly affects consumers’ online shopping intentions;with respect to the male, the female is more easily affected by information anchor;and under the effect of information anchor, there exist great differences in consumers’ online shopping intentions of shopping goods relative to convenience goods. On this basis, it puts forward targeted marketing strategies such as designing effective information anchors to improve the level of consumer perception and information persuasion according to the gender characteristics of consumer and product attribute, and promoting the occurrence of consumer purchase.