觀察性學習和網(wǎng)絡口碑：社會化學習對消費者網(wǎng)上購買決策的影響效果研究
發(fā)布時間：2018-10-24 16:27
【摘要】：伴隨互聯(lián)網(wǎng)甚至移動互聯(lián)網(wǎng)的迅速發(fā)展,消費者網(wǎng)上購物理念及習慣的形成,電子商務的整體市場已經(jīng)逐步完善和成熟。面對琳瑯滿目的商品或服務,消費者用于購買決策的信息也越發(fā)復雜。許多前人的研究表明,由于商家和購物平臺提供的信息具有不對稱性,可能存在夸大或造假的風險,人們更傾向于從社會化學習中獲取他人的信息以減少購買效用的不確定性。 社會化學習是消費者的經(jīng)驗和信息被散播到其他潛在消費者的過程,即消費者涉入并加工社會化信息的過程,它主要包括兩種形式：1.觀察他人在購買中的選擇,即觀察性學習；2.從有一手經(jīng)驗的人群中獲得直接的建議,即口碑。如今,各大在線商店已廣泛利用社會化信息啟發(fā)用戶學習和決策,那么,究竟哪一種社會化學習形式在消費者購買決策的各個階段中發(fā)揮更重要的作用?針對不同類型的商品,社會化學習對消費者決策的左右是否有所差別?以上都是進一步值得探討的問題。 本文著力于研究社會化學習對消費者決策的影響。一是總結(jié)了社會化學習及其兩種表現(xiàn)形式——觀察性學習和口碑學習的概念、特征和表現(xiàn)形式,深化了兩種社會化學習的理論基礎。二是將消費者購買決策過程劃分為“搜索-選擇與評估-決策”三個階段,建立了觀察性學習和口碑學習對消費者網(wǎng)絡購買決策各個階段影響的理論模型。三是通過情景實驗法研究了理論模型,并探究了在不同產(chǎn)品涉入度下的研究結(jié)果是否存在不同。 通過實證分析,本文主要得到以下結(jié)論： 1.無論對于高涉入還是低涉入產(chǎn)品,社會化學習對消費者決策各個階段都有顯著影響,即觀察性學習和口碑學習對消費者在商品搜索、商品選擇與評估、以及最終購買決策都有顯著影響。 2.對于高涉入產(chǎn)品,口碑學習對消費者商品選擇與評估效率的影響明顯大于觀察性學習,口碑學習和觀察性學習對消費者的商品搜索效率和購買決策效率沒有明顯差別。 3.對于低涉入產(chǎn)品,觀察性學習消費者商品搜索效率的影響明顯大于口碑學習,口碑學習和觀察性學習對消費者的商品選擇與評估效率和購買決策效率沒有明顯差別。 4.觀察性學習對消費者商品選擇與評估效率的影響在購買低涉入產(chǎn)品時大于高涉入產(chǎn)品,對消費者搜索效率和購買決策效率的影響在購買不同涉入度產(chǎn)品時沒有顯著差異。 5.口碑學習對消費者搜索效率、商品選擇與評估效率以及購買決策效率的影響在購買不同涉入度產(chǎn)品時沒有顯著差異。
[Abstract]:With the rapid development of the Internet and even the mobile Internet, and the formation of consumers' online shopping concepts and habits, the overall market of e-commerce has been gradually improved and mature. In the face of an array of goods or services, consumer information for purchasing decisions is becoming more and more complex. Many previous studies have shown that because of the asymmetry of the information provided by merchants and shopping platforms, there may be risks of exaggeration or fraud, and people tend to obtain information from other people from social learning to reduce the uncertainty of purchasing effectiveness. Social learning is the process in which consumers' experience and information are disseminated to other potential consumers, that is, consumers are involved in and process social information. It mainly includes two forms: 1. Observe the choice of others in the purchase, that is, observational learning; 2. Get direct advice from experienced people, that is, word of mouth. Nowadays, the major online stores have widely used social information to inspire users to learn and make decisions. So, which form of social learning plays a more important role in all stages of consumer purchase decisions? For different types of goods, is there a difference between social learning and consumer decision-making? All above are further worth discussing. This paper focuses on the impact of socialized learning on consumer decision-making. The first is to summarize the concept, characteristics and forms of socialized learning and its two forms of expression: observational learning and word-of-mouth learning, thus deepening the theoretical basis of the two kinds of socialized learning. Secondly, the process of consumer purchase decision is divided into three stages: search-selection and evaluation-decision, and the theoretical model of the influence of observational learning and word-of-mouth learning on each stage of consumer network purchase decision is established. The third is to study the theoretical model through situational experiment, and to explore whether the research results are different under the different product involvement degree. Through empirical analysis, the main conclusions are as follows: 1. For both high and low involvement products, social learning has a significant impact on all stages of consumer decision-making, namely observational learning and word-of-mouth learning for consumers in commodity search, commodity selection and evaluation. And final purchase decisions have a significant impact. 2. 2. For high involvement products, the effect of word of mouth learning on consumers' commodity selection and evaluation efficiency was significantly greater than that on observational learning. Word-of-mouth learning and observational learning have no significant difference between consumers' commodity search efficiency and purchasing decision efficiency. 3. For low involvement products, the effect of observational learning on consumers' commodity search efficiency is significantly greater than that of word-of-mouth learning, and there is no significant difference between word-of-mouth learning and observational learning on consumers' commodity selection and evaluation efficiency and purchasing decision efficiency. 4. The impact of observational learning on consumer commodity selection and evaluation efficiency was greater when purchasing low involvement products than high involvement products. There is no significant difference in the effect on consumer search efficiency and purchase decision efficiency when purchasing different involvement products. 5. The influence of word-of-mouth learning on consumer search efficiency, commodity selection and evaluation efficiency, and purchase decision efficiency has no significant difference in purchasing different involvement products.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.36
本文編號：2291911
[Abstract]:With the rapid development of the Internet and even the mobile Internet, and the formation of consumers' online shopping concepts and habits, the overall market of e-commerce has been gradually improved and mature. In the face of an array of goods or services, consumer information for purchasing decisions is becoming more and more complex. Many previous studies have shown that because of the asymmetry of the information provided by merchants and shopping platforms, there may be risks of exaggeration or fraud, and people tend to obtain information from other people from social learning to reduce the uncertainty of purchasing effectiveness. Social learning is the process in which consumers' experience and information are disseminated to other potential consumers, that is, consumers are involved in and process social information. It mainly includes two forms: 1. Observe the choice of others in the purchase, that is, observational learning; 2. Get direct advice from experienced people, that is, word of mouth. Nowadays, the major online stores have widely used social information to inspire users to learn and make decisions. So, which form of social learning plays a more important role in all stages of consumer purchase decisions? For different types of goods, is there a difference between social learning and consumer decision-making? All above are further worth discussing. This paper focuses on the impact of socialized learning on consumer decision-making. The first is to summarize the concept, characteristics and forms of socialized learning and its two forms of expression: observational learning and word-of-mouth learning, thus deepening the theoretical basis of the two kinds of socialized learning. Secondly, the process of consumer purchase decision is divided into three stages: search-selection and evaluation-decision, and the theoretical model of the influence of observational learning and word-of-mouth learning on each stage of consumer network purchase decision is established. The third is to study the theoretical model through situational experiment, and to explore whether the research results are different under the different product involvement degree. Through empirical analysis, the main conclusions are as follows: 1. For both high and low involvement products, social learning has a significant impact on all stages of consumer decision-making, namely observational learning and word-of-mouth learning for consumers in commodity search, commodity selection and evaluation. And final purchase decisions have a significant impact. 2. 2. For high involvement products, the effect of word of mouth learning on consumers' commodity selection and evaluation efficiency was significantly greater than that on observational learning. Word-of-mouth learning and observational learning have no significant difference between consumers' commodity search efficiency and purchasing decision efficiency. 3. For low involvement products, the effect of observational learning on consumers' commodity search efficiency is significantly greater than that of word-of-mouth learning, and there is no significant difference between word-of-mouth learning and observational learning on consumers' commodity selection and evaluation efficiency and purchasing decision efficiency. 4. The impact of observational learning on consumer commodity selection and evaluation efficiency was greater when purchasing low involvement products than high involvement products. There is no significant difference in the effect on consumer search efficiency and purchase decision efficiency when purchasing different involvement products. 5. The influence of word-of-mouth learning on consumer search efficiency, commodity selection and evaluation efficiency, and purchase decision efficiency has no significant difference in purchasing different involvement products.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.36
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，本文編號：2291911
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