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|本期目录/Table of Contents|

 产品销量和推荐数对网络消费决策的影响:价格的调节效应(PDF)

《心理学探新》[ISSN:1003-5184/CN:36-1228/B]

期数:
 2022年01期
页码:
 91-96
栏目:
 
出版日期:
 2022-02-25

文章信息/Info

Title:
 The Impact of Sales and Recommendations on Online Consumption Decisions:The Moderating Role of Price
文章编号:
1003-5184(2022)01-0091-06
作者:
 曹柠梦 孙炳海 朱文博 唐 昕 乐国安
 (浙江师范大学教师教育学院,金华 321004)
Author(s):
 Cao Ningmeng Sun Binghai Zhu Wenbo Tang Xin Yue Guoan
 (College of Teacher Education,Zhejiang Normal University,Jinhua 321004)
关键词:
 产品销量;  推荐数;  产品价格;  网络消费决策
Keywords:
 sales;  recommendations;  price;  online consumption decision
分类号:
 B848
DOI:
 -
文献标识码:
 A
摘要:
 基于目标感染理论,探究了产品销量和产品推荐数对大学生网络消费决策的影响,并进一步探究了产品价格在大学生网络消费决策中的调节作用。两项研究均表明,产品销量和推荐数均会促进大学生做出消费决策。其中,产品价格调节了两者对网络消费决策的影响,具体表现为在选购低价格产品时,大学生更加看重产品销量,倾向选购高销量产品; 而在选购中高价格产品时,大学生更加看重产品推荐数,选购高推荐数的产品。本研究为网络电商平台如何针对不同价位产品制定产品展示方案提供了理论支持和实践指导。
Abstract:
 Based on the goal contagion,this study explored the effects of sales and product recommendations in college students’ online consumption decisions and examined the moderating role of price in college students’ online consumption decisions.Both studies showed that sales and recommendations have a positive influence on college students’ online consumption decisions.And the results also showed that price played a moderating role in online consumption decisions.The sales have a greater influence on consumption decisions when choosing low-priced products; whereas the recommendations have a greater influence when choosing high-priced products.This study provided theoretical support and practical guidance for network e-commerce platforms to select product display schemes for different price products.

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备注/Memo

备注/Memo:
 基金项目:国家社会科学重大项目(18ZDA165)。
通讯作者:孙炳海,E-mail:jky18@zjnu.cn。
更新日期/Last Update:  1900-01-01