网店信息呈现的框架效应对消费者购买决策的影响研究  

Reference Point Adjustment and Purchasing Intention under Different Frame of Price Presentation

作　　者：戴建华[1] 马海云 吴滢滢 DAI Jian-hua;MA Hai-yun;WU Ying-ying(School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210009,China;Department of Science and Technology,Anhui University,Hefei 230601,China)

机构地区：[1]南京理工大学经济与管理学院,江苏南京210009 [2]安徽大学科学技术处,安徽合肥230601

出　　处：《中国管理科学》2020年第3期152-161,共10页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71303111)。

摘　　要：目前有关在线消费者购买意愿的研究,绝大多数是基于实验统计的方法,分析影响消费者购买决策的因素,网店信息呈现的框架形式往往仅作为其中的关键因素被一些研究提及并加以验证。但是,"形态各异"的信息到底如何影响消费者心理进而影响到他们的决策?商家如何从消费者心理的微观层面来设计信息呈现策略,从而增强其购买意愿?目前关于此的研究尚不多见。本研究从前景理论的决策参考点视角,以价格因素为例,一方面,通过情境实验,验证了价格信息的不同呈现框架对于消费者购买意愿的影响作用;另一方面,在利用情境实验界定了消费者心理价格参考点的基础上,通过决策模型的构建和计算,从微观层面分析了不同价格信息呈现框架下,消费者购买选择大相径庭的原因。研究结果表明:(1)在风险框架下,相对于用不确定的语言来描述商品价格信息,确定性语言描述会使消费者的心理价格参考点和购买意愿更高。(2)在属性框架下,相对于用负面的语言来描述商品信息,正面的语言描述更能提高消费者的心理价格参考点和购买意愿。(3)在目标框架下,相对于强调购买行为可能给消费者带来的收益,强调不购买该商品可能给消费者带来的损失更有助于消费者的心理价格参考点和购买意愿的提高。基于上述研究结果,作者围绕网店如何有效的呈现信息提出了管理建议,并讨论了本研究的理论意义与应用价值。At present, most of the research on online consumers’ purchase intention is based on the statistical experiment method to analyze the factors that affect the consumers’ purchasing intention. The way that online store presenting their information is often mentioned as the characteristic factor. However, there is little research considered how "different forms" of information presentationaffect consumers’ psychology and their purchasing intention. The influence of different information presentation frameworks on consumers’ psychological reference points and purchase intention is studied. And a purchase decision model is built based on consumer psychological points. Then some advice for the future business is provided to present their information effectively. The results prove that:(1) The certain description and uncertain description of the same information will significantly affect the consumer’s purchase intention under the risky framing effect, and the consumers’ purchase intention and reference point under certain description is higher than that of the uncertain description.(2) Under the attribute framing effect, positive description and negative description will make the consumer purchase decision different. The consumer purchase intention and reference point under the positive description is higher than the negative description.(3)Under target framing effect, positive and negative information will affect the consumer purchase decision behavior. Consumers’ purchase intention and reference point under the negative framework will be higher than the positive framework.Based on the above research results, the research of online consumers’ decision-making process is enriched from the micro level, and put forward management suggestions on how to effectively present information for online stores.

关 键 词：信息呈现 框架效应 心里参考点 购买意愿 

分 类 号：C934[经济管理—管理学]