网络环境下边缘信息对消费者决策的影响  

Impact of Peripheral Information on Consumer Decision-making under the Network Environment

作　　者：丁黎黎[1] 唐慧[2] 郑海红[2] Ding Li-li Tang Hui Zheng Hai-hong(School of Economics and Management, Shandong University of Science and Technology, Qingdao 266590 School of Economics, Ocean University of China, Qingdao 266100, China)

机构地区：[1]中国海洋大学经济学院,山东青岛266100 [2]山东科技大学经济管理学院,山东青岛266590

出　　处：《复印报刊资料（市场营销）》2016年第6期50-57,共8页

基　　金：国家自然科学基金（71471105;71371111）;教育部人文社科规划项目（14YJA630007）.

摘　　要：通过对天猫商家页面数据研究发现，边缘路线下大部分边缘线索的信息丰裕度的确对形成购买决策的部分因素造成影响：首先，商品详情信息丰裕度、公益计划信息丰裕度、支持性服务功能中的提供发票信息丰裕度、正品保障信息丰裕度以及评价分数中的产品评分信息丰裕度，均对顾客消费满意度有显著的正向影响；其次，天猫积分信息丰裕度、支持性服务功能中的七天退换信息丰裕度，以及评价分数中的产品评分，均与消费者风险感知度有负相关关系。然而，相同的信息可能对形成决策的另一因素没有明显的影响。如：第一，天猫积分和七天退换信息丰裕度，对顾客消费满意度影响不显著；第二，商品详情、公益计划以及提供发票信息丰裕度，对顾客风险感知的影响不显著；第三，售后服务、商家描述、商家物流以及商家服务信息丰裕度，对顾客消费满意度和风险感知度均没有显著影响。这些发现表明，丰富边缘线索信息对增加消费者购买具有很大的潜力，目前天猫商家所提供的边缘信息还存在商品详情不够完善，卖方信誉、买方评论系统有待升级，支持性服务功能针对性不够强等诸多缺陷。优化卖方信誉系统和买方评论系统，针对产品属性提供更有实际意义的支持性服务功能，这些措施都对第三方交易方及网上卖家降低消费者感知风险．增强消费满意度的平台设计具有很重要的意义。Statistical results of Tmall show that most of the edge clues can really affect one of the factors of purchase decisions. Firstly, the informa/,ion abundance of details, public welfare plan, invoice, certification and product rating all have significant positive influence on consumer satisfaction. Secondly, the information abundance of integral, returns and product rating all have negative relationship with risk perception. However, the same peripheral information may not have obvious impact on another factor of purchase decisions. For example, firstly, the information abundance of integral and seven days＂ return have no significant impact on consumers＂ satisfaction. Secondly, the commodity＇s details, public welfare plan and invoice also do not have obvious influence on customers＂ perception of risk. Thirdly, consumers＂ decisions have not been apparently affected by after-sales service, description, logistics and service. The research suggests that the peripheral information has great potential to increase consumers＂ purchase, but the information provided by the merchants of Taobao still has some drawbacks, for instance, the details of commodity are imperfect, the buyer comment system needs to be upgraded, and the support service function is unfocused. Optimization of seller＇s reputation and buyer comment system, more practical support service function both provide the online platform and sellers online with a way of reducing consumers＂ perception of risk and enhancing consumers＂ satisfaction through the peripheral route.

关 键 词：ELM模型 边缘路线 信息丰裕度 消费满意度 风险感知度 

分 类 号：F713.55[经济管理—市场营销]