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

【摘要】：據(jù)《中國網(wǎng)絡購物市場研究報告》調(diào)查顯示,截至2015年年底我國網(wǎng)絡購物用戶規(guī)模已達4.13億。隨著電子商務的迅速發(fā)展,越來越多的消費者由于由于方便、快捷和實惠等特點而選擇在線購物,然而相較傳統(tǒng)的線下購物方式,在線購買時由于商品數(shù)量繁多、促銷手段復雜、無法接觸到實物,消費者會面臨著更多不確定性,這使得違背"理性人"假設的消費行為不斷涌現(xiàn),因此對在線購買決策過程的有限理性分析逐漸成為學術界的研究熱點。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上,結合在線購買的特點,將在線消費者購買決策過程分為編輯階段(購買信息搜集、購買信息貯存)與評價階段,構建了有限理性視角下的消費者購買決策框架,著重對其中的編輯階段進行研究,將有限理性的四個認知偏差引入該階段,分析有限理性視角下在線消費者購買決策過程中編輯階段存在的決策偏差現(xiàn)象。實證研究中,本文采用了問卷調(diào)查法,通過2(產(chǎn)品類別)×2(影響因素)的實驗,分析了不同影響因素產(chǎn)生的認知偏差是否會造成編輯階段呈現(xiàn)結果的不同。實驗結果表明:在線消費者購買決策過程的編輯階段中信息搜集和信息貯存均會受到啟發(fā)式偏差、框架效應等認知偏差的影響。具體而言:(1)在購買信息搜集階段,網(wǎng)站定位、店鋪類別(旗艦店/不知名店鋪)會產(chǎn)生代表性偏差,產(chǎn)品在搜索頁面的位置、店鋪類別(已購買店鋪/陌生店鋪)會產(chǎn)生可得性偏差,參考價格的存在與否會產(chǎn)生錨定效應,包郵與否會導致框架效應;(2)在購買信息貯存階段,店鋪評級會產(chǎn)生代表性偏差,歷史促銷價存在與否會產(chǎn)生錨定效應,在線評價的正反闡述方式會產(chǎn)生框架效應,在購買服裝類產(chǎn)品時產(chǎn)品信息的呈現(xiàn)形式會導致可得性偏差。以上這些認知偏差的存在將導致編輯過程的結果即購買方案呈現(xiàn)出一定程度的有限理性,進而影響消費者的最終購買決策。最后從理論層面、應用層面兩個方面來闡述本文的研究價值,同時指出研究的局限以及對未來研究的展望。
[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.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F713.55

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