网络环境下消费者感知效用模型的构建与研究  

Building and Research on Consumer's Perceived Utility Model in Network Environment

作　　者：王崇[1,2] 刘健[1] 吴价宝[1] 

机构地区：[1]淮海工学院商学院,江苏连云港222000 [2]哈尔滨工程大学经管学院,黑龙江哈尔滨150001

出　　处：《中国管理科学》2011年第3期94-102,共9页Chinese Journal of Management Science

基　　金：国家自然科学基金资项目(70801022);淮海工学院人文社会科学项目(S2008002)

摘　　要：商品效用的大小是消费者购买决策的出发点,论文以感知效用为视角,分析了网络消费者的非补偿性决策和补偿性决策,构建了网络消费者感知效用模型,并以此为基础,深入分析了信息收集成本、质量评估成本、商品价格以及购物风险等成本变量对网络购物环境下消费者感知效用的影响。研究结果表明,无论是风险规避型网络消费者,还是风险型网络消费者,商品质量的提高均可以增大消费者感知效用,而商品价格、购物风险的增大将导致消费者感知效用减小,但对于风险型网络消费者,由于承受风险能力强,商品价格的升高并没有增大消费者心理风险成本,而对于风险规避型网络消费者,随着商品价格的升高,消费者心理风险成本相应增大。Merchandise utility is the basis by which consumer makes purchase decision.Taking perceived utility as the angle of view,this paper analyses e-shopper＇s compensatory and non-compensatory choice processes,and builds e-shopper＇s perceived utility model.Based on the model,the paper makes profound analysis on such variables as information search costs,quality evaluation costs,price and purchase risk impacting on consumer＇s perceived utility in e-shopping.The results indicate that improvement of merchandise quality may augment e-shopper＇s perceived utility whether e-shopper is risk-averse or risk,however the increasing of price and risk results in the decreasing of e-shopper＇s perceived utility.But the increasing of price doesn＇t enhance consumer＇s risk costs in psychology for risk e-shopper on account of enduring bigger risk.Whereas consumer＇s risk costs in psychology accordingly rise for risk-averse e-shopper as price increasing.

关 键 词：网络 网络消费者 效用 成本 决策 

分 类 号：F724.6[经济管理—产业经济]