网络购物中产品价格信息对折中效应的影响  

A Study of the Influence of Product Price Information on Compromise Effects in Online Shopping

作　　者：李东进[1] 李研[1] 武瑞娟[2] 

机构地区：[1]南开大学商学院,天津300071 [2]天津理工大学管理学院,天津300384

出　　处：《当代财经》2012年第11期67-79,共13页Contemporary Finance and Economics

基　　金：国家自然科学基金项目"消费者后悔形成机制与影响效应研究"(71072101);国家自然科学基金项目"中国城市消费者行为研究"(70832001);教育部人文社会科学研究青年基金项目"积极消费行为前置因素及影响后果研究"(12YJC630239)

摘　　要：网络购物中产品价格信息对消费者购买决策具有重要影响。由于网络情境的特殊性,使得"价格"的单一维度信息变化的折中情境得以实现。价格信息引发的折中效应不总会发生,它取决于价格信息呈现的方式、消费者感知价格质量关系和品牌的存在。网络购物中如果最初的选择集中有价格不同而描述完全一样的两个选项,当相同描述而价格更高的第三个选项加入到最初选择集时会发生折中效应。而如果加入价格更低的第三个选项时,只有感知价格质量关系较高的消费者才会实现折中效应。此外,当产品为品牌产品(非品牌产品)时,品牌存在保证了产品质量从而抑制了折中效应的发生。In online shopping, product price information can exert a strong impact on the pur- chasing decision of consumers. Compromise context with unique changing dimension of ＂price＂ can be realized as a result of the specialty of online shopping. Compromise effect triggered by price in- formation would not always occur; it depends on the pattern of presentation of price information, con- sumers＇ perceived price-quality relationship and the existence of brand. In online shopping, if there are two alternatives of same-description with different prices in the original choice set, compromise effect will happen when another alternative of same-description but higher-price goes into the choice set. However, if a third lower-price alternative is added, compromise effect will not occur only if the choices are made by consumers with higher level of perceived price-quality relationship. Moreover, when the product is presented with brand （without brand）, compromise effect will be restrained, be- cause the existence of brand can ensure the quality of the product.

关 键 词：网络购物 折中效应 价格质量关系 品牌 

分 类 号：F274[经济管理—企业管理]