本文關(guān)鍵詞： 在線購(gòu)買決策過程 有限理性 啟發(fā)式偏差 框架效應(yīng) 編輯階段　出處：《南京理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：據(jù)《中國(guó)網(wǎng)絡(luò)購(gòu)物市場(chǎng)研究報(bào)告》調(diào)查顯示,截至2015年年底我國(guó)網(wǎng)絡(luò)購(gòu)物用戶規(guī)模已達(dá)4.13億。隨著電子商務(wù)的迅速發(fā)展,越來越多的消費(fèi)者由于由于方便、快捷和實(shí)惠等特點(diǎn)而選擇在線購(gòu)物,然而相較傳統(tǒng)的線下購(gòu)物方式,在線購(gòu)買時(shí)由于商品數(shù)量繁多、促銷手段復(fù)雜、無法接觸到實(shí)物,消費(fèi)者會(huì)面臨著更多不確定性,這使得違背"理性人"假設(shè)的消費(fèi)行為不斷涌現(xiàn),因此對(duì)在線購(gòu)買決策過程的有限理性分析逐漸成為學(xué)術(shù)界的研究熱點(diǎn)。本研究在丹尼爾·卡尼曼提出的"有限理性人"決策過程兩階段模型的基礎(chǔ)上,結(jié)合在線購(gòu)買的特點(diǎn),將在線消費(fèi)者購(gòu)買決策過程分為編輯階段(購(gòu)買信息搜集、購(gòu)買信息貯存)與評(píng)價(jià)階段,構(gòu)建了有限理性視角下的消費(fèi)者購(gòu)買決策框架,著重對(duì)其中的編輯階段進(jìn)行研究,將有限理性的四個(gè)認(rèn)知偏差引入該階段,分析有限理性視角下在線消費(fèi)者購(gòu)買決策過程中編輯階段存在的決策偏差現(xiàn)象。實(shí)證研究中,本文采用了問卷調(diào)查法,通過2(產(chǎn)品類別)×2(影響因素)的實(shí)驗(yàn),分析了不同影響因素產(chǎn)生的認(rèn)知偏差是否會(huì)造成編輯階段呈現(xiàn)結(jié)果的不同。實(shí)驗(yàn)結(jié)果表明:在線消費(fèi)者購(gòu)買決策過程的編輯階段中信息搜集和信息貯存均會(huì)受到啟發(fā)式偏差、框架效應(yīng)等認(rèn)知偏差的影響。具體而言:(1)在購(gòu)買信息搜集階段,網(wǎng)站定位、店鋪類別(旗艦店/不知名店鋪)會(huì)產(chǎn)生代表性偏差,產(chǎn)品在搜索頁(yè)面的位置、店鋪類別(已購(gòu)買店鋪/陌生店鋪)會(huì)產(chǎn)生可得性偏差,參考價(jià)格的存在與否會(huì)產(chǎn)生錨定效應(yīng),包郵與否會(huì)導(dǎo)致框架效應(yīng);(2)在購(gòu)買信息貯存階段,店鋪評(píng)級(jí)會(huì)產(chǎn)生代表性偏差,歷史促銷價(jià)存在與否會(huì)產(chǎn)生錨定效應(yīng),在線評(píng)價(jià)的正反闡述方式會(huì)產(chǎn)生框架效應(yīng),在購(gòu)買服裝類產(chǎn)品時(shí)產(chǎn)品信息的呈現(xiàn)形式會(huì)導(dǎo)致可得性偏差。以上這些認(rèn)知偏差的存在將導(dǎo)致編輯過程的結(jié)果即購(gòu)買方案呈現(xiàn)出一定程度的有限理性,進(jìn)而影響消費(fèi)者的最終購(gòu)買決策。最后從理論層面、應(yīng)用層面兩個(gè)方面來闡述本文的研究?jī)r(jià)值,同時(shí)指出研究的局限以及對(duì)未來研究的展望。
[Abstract]:According to the Research report of China's online Shopping Market, by the end of 2015, the scale of online shopping users in China has reached 413 million. With the rapid development of e-commerce. More and more consumers choose online shopping because of convenient, fast and affordable characteristics, but compared with the traditional offline shopping, online shopping because of the number of goods, sales promotion means are complex. Without access to physical objects, consumers will face more uncertainty, which leads to the emergence of consumption behaviors that violate the hypothesis of "rational people". Therefore, the limited rational analysis of the online purchase decision-making process has gradually become a hot topic in academia. This study is based on the two-stage model of "limited rational person" proposed by Daniel Kahneman. Combined with the characteristics of online purchase, the online consumer purchase decision-making process is divided into editing stage (purchase information collection, purchase information storage) and evaluation stage, and the framework of consumer purchase decision-making is constructed from the perspective of limited rationality. The study focuses on the editing stage and introduces the four cognitive deviations of bounded rationality into this stage. This paper analyzes the phenomenon of decision deviation in the editing stage of online consumers' purchase decision-making from the perspective of limited rationality. In the empirical research, this paper adopts the questionnaire method. The experiment of 2 (product category) 脳 2 (influencing factor) was carried out. This paper analyzes whether cognitive bias caused by different factors will result in different results in editing stage. The experimental results show that:. In the editing stage of the online consumer purchase decision process, the information collection and information storage are all subject to heuristic deviation. The influence of cognitive bias such as frame effect. Specifically, in the purchasing information gathering stage, website positioning, store type (flagship store / unknown store) will produce representational bias. The location of the product on the search page, shop category (purchased shop / unfamiliar shop) will produce the deviation of availability, the existence of reference price will have anchoring effect, or not will lead to frame effect; 2) in the stage of purchasing information storage, store rating will produce representative deviation, historical promotion price will have anchoring effect or not, and the positive and negative ways of online evaluation will produce frame effect. The form of presentation of product information will lead to the deviation of availability when purchasing clothing products. The existence of these cognitive deviations will lead to the result of the editing process, that is, the purchase scheme presents a certain degree of limited rationality. Finally, the paper expounds the research value of this paper from the theoretical level and the application level, and points out the limitations of the research as well as the prospect of the future research.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 徐倩;;國(guó)內(nèi)外錨定效應(yīng)研究綜述[J];合作經(jīng)濟(jì)與科技;2015年20期

2 金佳;張武科;;框架效應(yīng)影響因素及其認(rèn)知機(jī)制研究綜述[J];西安電子科技大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2015年02期

3 湯志偉;韓嘯;李潔;;信息外部表征形式對(duì)個(gè)體決策框架效應(yīng)的影響研究[J];情報(bào)雜志;2015年03期

4 趙令銳;張?bào)K驤;;個(gè)體決策者有限理性的影響因素分析[J];價(jià)值工程;2012年35期

5 何清;;易得性直覺偏差的消費(fèi)影響及其應(yīng)對(duì)措施[J];中國(guó)流通經(jīng)濟(jì);2012年08期

6 徐緒松;宋奇;馬莉莉;;基于代表性偏差的行為投資組合模型及實(shí)證[J];系統(tǒng)工程理論與實(shí)踐;2012年01期

7 周耿;王全勝;朱洲;;信譽(yù)、第三方標(biāo)記與網(wǎng)上購(gòu)買行為——基于淘寶網(wǎng)的實(shí)證研究[J];經(jīng)濟(jì)管理;2010年08期

8 鄭賢銘;;消費(fèi)者網(wǎng)絡(luò)購(gòu)物行為特征分析[J];經(jīng)營(yíng)管理者;2009年14期

9 李秀華;;從完全理性到有限理性:西蒙決策理論的實(shí)踐價(jià)值[J];現(xiàn)代經(jīng)濟(jì)信息;2009年13期

10 劉睿智;丁遠(yuǎn)丙;;上市公司高管薪酬的“錨定”效應(yīng)[J];財(cái)會(huì)通訊;2009年06期

，

本文編號(hào)：1468775