电商平台启发式线索对消费者购物决策的影响  

The Impact of E-commerce Platform Heuristic Clues on Consumer Shopping Decisions

作　　者：包金龙[1] BAO Jinlong(School of Management,Suzhou Vocational University,Suzhou 215104,China)

机构地区：[1]苏州市职业大学管理学院,江苏苏州215104

出　　处：《苏州市职业大学学报》2021年第4期47-54,共8页Journal of Suzhou Vocational University

基　　金：苏州市职业大学“青蓝工程”资助项目。

摘　　要：新零售背景下,启发式线索是影响电商平台购物体验的重要因素,然而其作用机制尚不清晰。基于HSM双过程理论,针对两类不同价值的搜索品,利用天猫平台客观数据实证分析了新零售背景下电商平台零售商及商品层面启发式线索对用户购物决策的影响,以及商品类型的调节效应。结果显示:电商平台零售商旗舰店资质和信誉评分启发式线索对销量影响不显著;商品流行度和美誉度启发式线索对销量显著正向影响,商品描述相符度对于低值搜索品销量影响更大,而商品好评率对于高值搜索品销量影响更大;商品货币成本负向显著影响低值搜索品销量,而对高值搜索品销量存在正"U"型非线性显著影响;商品服务保证数量显著负向影响低值搜索品销量,而显著正向影响高值搜索品销量,具体服务保证的作用效果与其市场采纳水平和有用性有关。Heuristic clues are important factors affecting the shopping experience of e-commerce platforms in the context of new retail.However,their function mechanism is still to be clarified.Based on the HSM dual-process theory and using the data from the Tmall platform,this paper conducts an empirical analysis of the impact of e-commerce platform retailers and product-level heuristic clues on user shopping decisions and the moderating effect of product types in the context of new retail for two types of search products with different values.The results show that online store flagship qualification and credit heuristic clues on e-commerce platform have no significant impact on sales;product popularity and reputation heuristic clues have a significant positive impact on sales;product description conformity has a greater impact on the sales of low-value search products,and the product positive rate has a greater impact on the sales of high-value search products;the cost significantly negatively affects the sales of low-value search products,while there is a positive "U"-shaped non-linear significant impact on the sales of high-value search products;the number of commodity service guarantees significantly negatively affects the sales of low-value search products,and positively affects the sales of high-value search products;the effect of specific service guarantees is related to the level of market adoption and usefulness.

关 键 词：电商平台 启发式线索 购物决策 启发式-系统式模型 

分 类 号：F713.36[经济管理—产业经济]