消费者在线购买参照点形成机制分析  

An Empirical Analysis of the Formation Mechanism of Consumers' Online Purchase Reference Points

作　　者：任杰[1,2] 

机构地区：[1]宁夏大学土木与水利工程学院,银川750021 [2]北京交通大学产业安全研究中心博士后科研工作站,北京100044

出　　处：《商业研究》2017年第2期26-32,共7页Commercial Research

基　　金：宁夏大学科学研究基金项目;项目编号:ZR15036

摘　　要：本文从网络商家和消费者自身方面分析影响消费者在线购买决策参照点形成的各项因素,并根据访谈和实证研究的结果将消费者在线购买决策参照点分为显性参照点和隐性参照点,显性参照点包括价格参照点、框架效应参照点、产品品牌属性参照点和产品评论参照点四个方面,隐性参照点包括目标参照点和消费者偏好参照点两个方面。这种划分有利于前景理论在网络营销领域的实际应用,对于扩大在线营销具有现实意义。The paper explores the factors influencing the formation of consumers＇ online purchase decision reference points from the aspects of online merchants and consumers themselves.Based on the interviews and empirical research,the online reference points of decision-making is divided into explicit reference point and implicit reference point.The explicit reference point includes four aspects：price reference point,frame effect reference point,product brand attribute reference point and product review reference point,and the implicit reference point includes the target reference point and consumer preference reference point.This division is conducive to practical application of prospect theory in the field of network marketing and to the expansion of online marketing.

关 键 词：消费者 在线购买 参照点 形成机制 

分 类 号：F063.2[经济管理—政治经济学]