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分选排序是消费者在进行网络购物时获取和优化信息的重要手段和工具。其中,按照产品销量排序是各大电子商务网站普遍提供的应用选项,然而具体做法却各不相同。学术界对销量排序对消费者决策的影响尚缺乏深入的研究。本研究探讨了销量排序方式(降序vs.随机)与展示方式(显示销量的具体数值vs.不显示销量的具体数值)对于消费者决策的影响。实验结果显示,销量的存在会显著影响消费者对价格的敏感度。当产品按照销量降序排列时,相比随机排列,消费者对价格的敏感度降低。在按照产品销量降序排列的环境下,不显示销量的具体数值相比显示销量的具体数值更能降低消费者对价格的敏感度。
Sorting sorting is an important means and tool for consumers to obtain and optimize information during online shopping. Among them, sorting according to the sales volume of products is an application option generally provided by major e-commerce websites, but the specific practices are different. The academic community’s impact on consumer decision-making on the ranking of sales is still lacking in-depth research. This study explores the impact of consumer rankings on the ordering of sales (descending vs. random) and presentation (showing specific sales vs. sales). Experimental results show that the existence of sales will significantly affect consumer sensitivity to price. When products are ranked in descending order of sales, consumers are less sensitive to price than random arrangements. In an environment in which the sales volume of products is sorted in descending order, the specific value of not displaying the sales volume can reduce the sensitivity of the consumer to the price more than the specific value of the displayed sales volume.