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题名	网售价格、品牌知名度、网店形象对消费者判断网售产品质量的影响
作者	杨文
答辩日期	2020-01
文献子类	继续教育硕士
授予单位	中国科学院心理研究所
授予地点	中国科学院心理研究所
其他责任者	陈毅文
关键词	品牌知名度 售价格 网络商店形象 感知质量 购买意向
学位名称	理学硕士（同等学力硕士）
其他题名	The influence of online price, brand awareness and online store image on consumers' judgment on the quality of online products
学位专业	应用心理学
中文摘要	Product quality is related to whether the product can meet the normal needs of consumers, and the particularity of online sales makes consumers judge the difficulty of product quality. Cognitive clue theory believes that when consumers have difficulty obtaining internal clues, they will use external leads to products. Quality is judged. However, in the online purchase process, consumers often face a variety of different clues. When these clues are consistent, is it better than a single clue? How do consumers judge when they are inconsistent? These issues are not yet clear.Based on cognitive clues and clue utility theory, this paper studies the impact of online shopping price, brand awareness and online store image on consumer quality judgment during online shopping, and also studies product quality evaluation when these clues are consistent. And the impact of inconsistent clues on consumer product quality evaluation, and finally further studied the impact of these leads on consumer purchases.The study used fast-moving consumer goods as a case, using 2 (low price VS high price) × 2 (low brand awareness VS brand awareness) × 2 (low online store image VS online store image high) experimental design, collected 241 network surveys.The questionnaire was tested by AMOS.21, SPSS.21 and PROCESS 3.3 procedures.The research results show that the online sales price, brand awareness and online store image are predicting the perceived quality of consumers; when the clues are consistent, the value of each cue to the perceived quality of consumers can be aggregated; when the clues are inconsistent, A clue with high diagnostics will be a clue to consumer judgment. Further mediation analysis shows that online sales prices negatively predict consumers' purchasing intentions, and perceived quality masks this effect; brand awareness is predicting consumers' purchasing intentions, perceived quality plays a partial intermediary role, and online sales prices adjust perceived quality. The intermediary role; the online store image is predicting the consumer's purchase intention, and the perceived quality plays a part in mediating.The conclusions of the study reveal that: (1) various perceptual quality cues can be accumulated, and merchants can use multiple clues to increase perceived quality; (2) since perceived quality will obscure the impact of low prices on consumer purchases, "price wars" should be actively avoided. (3) Well-known brands have the effect of improving perceived quality. Therefore, fake brand names are more deceptive to consumers, and online store managers and government departments should strengthen the management of “fake brand names”.
英文摘要	产品质量关乎产品能否满足消费者正常使用需求，而网络销售的特殊性，使得消费者判断产品质量难度增大，认知线索理论认为当消费者难以获得产品内部线索时将通过外部线索对产品质量进行判断。然而，网络购买过程中，消费者往往会面对多种不同的线索，当这些线索一致时是否好于单一线索？不一致时消费者如何进行评判？这些问题尚不清晰。本文基于认知线索及线索效用理论，研究了网络购买过程中网售价格、品牌知名度和网络商店形象对消费者网络购物时对产品质量判断的影响，还研究了这些线索一致时对产品质量评价，以及线索不一致时对消费者产品质量评价的影响，最后进一步研究了这些线索对消费者的购买的影响。研究以快速消费品作为案例，采用了2(价格低VS价格高)×2(品牌知名度低VS品牌知名度高)×2(网络商店形象低VS网络商店形象高)实验设计，采集了241份网络调查问卷，通过AMOS.21、SPSS.21和PROCESS3.3程序对结果进行了检验。研究结果表明：网售价格、品牌知名度和网络商店形象正向预测消费者感知质量；当线索之间一致时，各线索对消费者感知质量的值可以被加总；当线索之间不一致时，具有较高诊断性的线索，将成为消费者评判的线索。进一步的中介分析显示，网售价格负向预测消费者购买意向，感知质量遮掩了这一作用；品牌知名度正向预测消费者购买意向，感知质量发挥部分中介作用，且网售价格调节了感知质量的中介作用；网络商店形象正向预测消费者购买意向，感知质量发挥部分中介作用。研究结论揭示：(1)感知质量线索可以实现累加，商家可以利用多种线索增加感知质量；(2)由于感知质量会遮掩低价对消费者购买的影响，应积极避免“价格战”；(3)知名品牌具有提升感知质量的作用，因而假名牌对消费者的欺骗性较强，网络商店管理者和政府部门应加强“假名牌”治理。
语种	中文
内容类型	学位论文
源URL	[http://ir.psych.ac.cn/handle/311026/41560]
专题	心理研究所_社会与工程心理学研究室
推荐引用方式 GB/T 7714	杨文. 网售价格、品牌知名度、网店形象对消费者判断网售产品质量的影响[D]. 中国科学院心理研究所. 中国科学院心理研究所. 2020.

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