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论文编号：	10182
作者编号：	2120162671
上传时间：	2018/6/11 12:34:01
中文题目：	消费者网上信息搜寻行为对价格容忍度的影响研究
英文题目：	Research on the Impact of Consumer Online Information Search Behavior on Price Tolerance
指导老师：	严建援
中文关键字：	网上信息搜寻；价格容忍度；购买意愿
英文关键字：	Online Information Search; Price Tolerance; Purchase Intention
中文摘要：	据互联网信息中心公布的数据可见，我国网络购物的用户规模在不断扩大，消费者网上搜寻信息的活动也越发频繁。信息搜寻是购买决策的重要基础，消费者网上信息搜寻愈努力，信息的不对称度愈小；对于质优产品，质量信息不对称度越小，消费者的效用就越大，消费者更愿意以较高的价格涨幅购买产品；当消费者对产品的价格信息越了解，对于可接受的价格区间就越窄，消费者更倾向于以较低的价格涨幅购买产品。 现实生活中，当产品价格出现上涨，消费者为了剩余最大化往往将进行信息搜寻活动，通过信息搜寻努力获得的搜寻成果能够使其有效地评估所有方案的购买效果，以做出购买决策。 本文主要研究当产品价格出现上涨时，消费者在信息搜寻后对价格上涨的反应，即消费者网上信息搜寻行为对价格容忍度的影响。仔细分析了消费者在网上的信息搜寻过程中哪些因素会影响价格容忍度，探寻网上信息搜寻行为对价格容忍度的作用机理，旨在利用该研究结果最终为企业提供可行的、有针对性地营销建议，帮助企业更有效的经营和管理。 主要以在网上有过机票信息搜寻并购买了的经历的消费者作为调查对象，以机票价格出现上涨为背景，研究消费者在信息搜寻后对价格上涨的反应变化，分析在信息搜寻阶段对影响价格容忍度的各个因素，采用模型构建和实证检验的方式，验证网络信息搜寻行为对价格容忍度的影响关系，以及感知质量和价格公平感知等因素在信息搜寻与价格容忍度之间的中介作用。 采用理论梳理及文献回顾的方法，在前人已有的研究模型基础上构建出本研究的理论架构，并采用实证研究利用SPSS19.0进行联合分析正交法辅助情景实验设计，根据研究数据进行信度和效度分析、结构方程模型评估、中介效应分析等多种数据分析，验证了信息搜寻对价格容忍度的显著影响关系，并得出感知质量、价格公平感知在信息搜寻和价格容忍度之间起到了部分中介作用，研究假设基本得到验证，企业可以考虑从影响价格容忍度的相关因素出发制定合理的营销策略，引导其信息搜寻以提高对产品的感知。
英文摘要：	According to the data released by the Internet Information Center, the number of online shopping users in China is constantly expanding, and consumers are increasingly searching for information on the Internet. Information search is an important basis for purchase decision. The more efforts of consumer online information search, the smaller the asymmetry of information; for quality products, the smaller the asymmetry of quality information, the greater the utility of consumers, and consumers are more willing to Buy products at higher prices; when consumers know more about product price information, the narrower the acceptable price range, consumers are more likely to buy products at lower price increases. In real life, when the price of products rises, consumers will often conduct information search activities in order to maximize their surplus. The search results obtained through information search can make it possible to effectively evaluate the purchasing effect of all programs to make purchase decisions. This article mainly studies how consumers react to price increases after information search when the price of products rises, that is, the effect of consumer online information search behavior on price tolerance. It carefully analyzes what factors consumers will influence the price tolerance in the information search process on the Internet, and explores the mechanism of online information search behavior on price tolerance, aiming to use this research result to provide enterprises with feasible and targeted information. Marketing advice to help companies operate and manage more effectively. The survey focused on consumers who have had online ticket information search and purchased experience. With the rise in ticket price as the background, they studied the consumer's response to price increase after information search, and analyzed the impact on the information search stage. The various factors of price tolerance use the model construction and empirical test to verify the impact of network information search behavior on price tolerance, and the mediating role of perceived quality and price fairness perception in information search and price tolerance. . Using theoretical combing and literature review methods, the theoretical framework of the present study was constructed on the basis of predecessors' existing research models, and empirical research was conducted using SPSS19.0 to conduct joint analysis and orthogonal experiments to assist in scenario design. Based on the research data Reliability and validity analysis, structural equation model assessment, mediation analysis and other data analysis verify the significant impact of information search on price tolerance, and conclude that perceptual quality, price fairness perception in information search and price tolerance As part of the intermediary role, the research hypothesis has been basically verified, and companies can consider formulating reasonable marketing strategies based on relevant factors that affect price tolerance, and guide their information search to improve the perception of products.
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