网络购物环境中多线索对消费者产品评价的影响——基于启发-分析模型

被引：22

作者：

卢艳峰 ^{[1
]}

范晓屏 ^{[2
]}

王丽 ^{[2
]}

机构：

[1] 中南财经政法大学工商管理学院

[2] 浙江大学管理学院

来源：

北京邮电大学学报(社会科学版) | 2015年 / 05期

关键词：

网络购物; 启发-分析模型; 产品属性; 个人相关性;

D O I：

暂无

中图分类号：

F724.6 [电子贸易、网上贸易]; F713.55 [商业心理学、市场心理学];

学科分类号：

020206 [国际贸易学];

摘要：

为了探究消费者在多线索的网络环境中信息处理机制(启发式、分析式)的选择过程,验证消费者节省心智资源的倾向,构建了基于启发-分析双处理模型(HSM)、模拟真实的网购环境的2 222实验模型,对消费者在模拟购物网站中的产品评价进行分析。结论表明:节约认知努力的心理倾向、决策线索和决策情景是影响决策处理方式选择的主要因素。在网购环境下,消费者仍然倾向于节约认知成本,其决策过程遵循认知努力与决策自信平衡的原则,只有当特定外部情景(高个人相关性)和决策主观自信未达到充足阈值(线索作用方向不一致)时,消费者才会采用认知成本较高的分析式处理方式。

引用

页码：40 / 46

页数：7

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