网络购物情境下产品搜索结果排名对羊群效应的影响：来自眼动实验的证据  

Effect of product search ranking on herd behavior in online shopping: Evidence from an eye-tracking study

作　　者：胡林枫[1,2] 郑杰慧 HU LINFENG;ZHENG JIEHUI(Zhejiang University,School of Management,Zhejiang Hangzhou,310058,China;Zhejiang University of Technology,School of Management,Zhejiang Hangzhou,310023,China)

机构地区：[1]浙江大学管理学院,浙江杭州310058 [2]浙江工业大学管理学院,浙江杭州310023

出　　处：《西安电子科技大学学报（社会科学版）》2019年第4期48-55,共8页Journal of Xidian University：Social Science Edition

基　　金：浙江省哲学社会科学规划课题青年项目（20NDQN248YB）;浙江省社会科学界联合会研究课题成果（2015N093）

摘　　要：网络购物行为一般都是以产品搜索为起点,而不同的搜索结果排名方式会对消费者信息加工和产品选择产生影响。现有研究发现网购过程中存在着羊群效应,但尚不明确不同产品搜索排名方式对消费者羊群行为形成的影响。本研究通过设计眼动实验分析综合排名和销量排名下消费者对产品搜索结果的浏览和加工模式,来揭示这两种排名方式对消费者羊群行为的影响。研究发现①销量排名下,消费者会比在综合排名下表现出更多的羊群行为,在购买体验型产品时两种排名下的行为差异会更加明显;②销量排名下,消费者主要关注高历史销量的产品,而在综合排名下,消费者同时关注了高销量产品和高口碑产品,使得口碑发挥作用,减弱了历史销量所引起的羊群行为。本研究是对网络羊群效应和产品搜索排名研究的扩展和补充,研究结果能为网购平台优化产品搜索服务提供指导。Online shopping typically begins with product search.However,different ranking results have an effect on consumers’information processing and choices for products.Current studies have indicated the existence of herd behavior in online shopping.As yet little is known of the influence of rankings on herd behavior.This study,through an eye-tracking experiment,analyzes consumers’browsing and processing for product search results from comprehensive and sales rankings.It reveals how the two rankings influence consumer’s herd behavior.The results are shown below.Firstly,sales ranking leads to more herd behavior,compared with comprehensive ranking.The difference of herding between these two rankings is more obvious for experience product.Secondly,most attention is paid to recorded best-selling products in the sales ranking while both best-selling and high-WOM products gain attention in the comprehensive ranking at the same time.It suggests that WOM plays a role in the comprehensive ranking,which alleviates the herd behavior.All in all,this study extends the existing research on online herd behavior and product ranking.In practice,the results provide valuable suggestions for the e-business platform to optimize the service of product search engine.

关 键 词：搜索引擎 产品排名 羊群效应 信息瀑布 眼动追踪 

分 类 号：F713.36[经济管理—产业经济]