网络中选择环境对多样化寻求行为的影响研究  

The Impact of Choice Context on Variety Seeking in Online Choice Behavior

作　　者：于洪彦[1] 袁平[1] 刘艳彬[2] 

机构地区：[1]吉林大学商学院 [2]浙江大学宁波理工学院管理分院

出　　处：《南开管理评论》2008年第3期31-38,共8页Nankai Business Review

基　　金：国家自然科学基金项目(70672026、70772082)资助

摘　　要：消费者在选择产品时通常会发生多样化寻求行为,而其对信息刺激的需要是消费者产生多样化寻求行为的原因之一。本文通过实验方法研究了在网络购物中,消费者是否会通过平衡从产品选择和选择环境中所获得的这两种刺激来达到其最佳刺激水平。研究结果显示,在网络环境下,通过改变选择环境中消费者同期购买的其他产品类别的构成,增加对受试者的刺激,会减少其在目标产品选择中的多样化寻求行为。Consumers often find themselves in variety seeking situations; those situations differ in the degree of uncertainty, complexity or novelty. And the consumers can capture the stimulation from those situational characteristics, When stimulation is too low as a result of these characteristics, consumers try to increase the complexities in the situation by seeking variety in product choices. A specific reason for consumers seek variety in product choices is to satisfy a need for information stimulation, Past research has shown that in traditional retail stores, the choice context can influence the consumer＇s choice behavior. But relative to traditional retail stores, in online context： the window of sight is narrower-rather than walking into a huge physical store, the shopping environment is a small screen; distance and time are compressed; consumers have more control over the information they seek and the websites they visit. So in our research, we use the experimentresearch method to examine whether the consumers may try to achieve their optimal level of stimulation by balancing the stimulation sought from product choice with the stimulation available from the choice context in the online shopping environment. The result shows that causing changes in the other product category, increasing the stimulation in the choice context, will decrease the amount of variety seeking subjects exhibit in product choices, the amount of consumers＇ variety seeking behavior in the target product category may be met by providing variety in a different product category, For the online marketers, they can base on our research conclusion to decrease the online users＇ degree of variety seeking behavior and increase their brand loyalty.

关 键 词：选择环境 多样化寻求 在线选择行为 

分 类 号：F713.36[经济管理—产业经济]