搜索成本与消费者预期后悔悖论研究——基于“U”型曲线假说及验证  

Research on the impact of search cost on consumers′expected U-type relationship

作　　者：刘凤军[1] 孟陆 段珅 李园园 LIU Fengjun;MENG Lu;DUAN Shen;LI Yuanyuan(School of Business,Renmin University of China,Beijing 100872,China;School of Business Administration,Shanxi University of Finance and Economics,Taiyuan 030006,China)

机构地区：[1]中国人民大学商学院,北京100872 [2]山西财经大学工商管理学院,山西太原030006

出　　处：《管理工程学报》2022年第4期50-64,共15页Journal of Industrial Engineering and Engineering Management

基　　金：国家社会科学基金重点资助项目(19AGL016)。

摘　　要：消费升级驱动下,消费者获取商品资讯越发便捷。长期暴露于大量资讯充斥的环境中,消费者搜索成本急剧上升。搜索成本对消费决策起到关键性影响,因此越来越受到人们的普遍关注。本研究检验了搜索成本对消费者预期后悔行为的影响,并揭示了这一影响的作用机理与边界条件。大数据分析、实验室实验、眼动追踪等实证分析结果表明,消费者的预期后悔行为将随着搜索成本增大而先减后增,呈现“U”型变化趋势。同时,消费者搜索类型在该关系中起调节作用。In the increasingly fierce market competition environment,in order to remain invincible,e-commerce companies often adopt information bombing strategies to gain more market share.Massive information brings convenience to consumers,but it also inevitably brings troubles to them.Long-term exposure to a large amount of information greatly increased the search costs of consumers.At the same time,when faced with information overload,consumers with limited information processing capabilities will react negatively in different aspects.For example,in recent years,after searching for products,a large number of consumers only add them to the shopping cart,or just submit orders without paying for them,which leads to the decline of sales conversion rate of e-commerce companies year by year.This is a common problem faced by e-commerce companies and needs to be understood urgently.In order to solve this problem,this research examined the impact of search cost on consumer′s anticipated regret behavior and revealed the underlying mechanism and boundary conditions of this effect.Specifically,this study demonstrated that as the increase of search cost,consumer′s anticipated regret behavior will first decrease and then increase,showing a U-shaped trend:when the search cost increases from small to moderate level,the anticipated regret behavior of consumer declines,while when the search cost continues to increase from moderate level,consumer′s anticipated regret behavior starts to rise.At the same time,the consumer search type plays a moderating role in this process.This study focused on consumer′s search behavior on online shopping platforms,and tested the U-shaped relationship based on cognitive load theory.The combination of laboratory experiment,second-hand data analysis and eye-tracking experiment has effectively improved the validity and robustness of the research conclusions.Specifically,Study 1 conducted a laboratory experiment,manipulated search cost by changing the size of the selection set,and measured consumer′s

关 键 词：搜索成本 认知负载 预期后悔 搜索类型 “U”型 

分 类 号：F273[经济管理—企业管理]