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论文编号：	6225
作者编号：	2120122615
上传时间：	2014/6/6 8:53:21
中文题目：	产品信息量对消费者购买意愿的影响的研究
英文题目：	The study of the relationship between product information and consumer purchase intention
指导老师：	李东进
中文关键字：	产品信息量；购买意愿；自我卷入；产品知识；时间压力
英文关键字：	the Amount of Product Information; Purchase Intention; Ego Involvement; Product Knowledge; Time Pressure
中文摘要：	在消费市场中，产品信息是买卖活动的基础。商家发布信息的真实有效和消费者接收信息的准确及时，是确保双方达成良好交易的必要前提。消费者通过对产品的选择种类、属性特征和宣传广告等信息进行综合的分析评判，形成购买与否的意愿，并决定其最终的消费行为。然而，在商品经济高速发展和企业竞争日益激化的今天，特别是伴随着网络信息时代的到来，线下和线上消费市场中总是充斥着太多的产品信息，不仅数目庞大、复杂多样，而且有时还真假难辨、混乱无序。虽然多样化的产品选择和丰富化的产品属性能够提高人们在购物中的自由度、满足感和购买欲，也能更好的匹配差异化和个性化的需求，但是海量的产品信息只会让人们被淹没其中，引发困惑感、厌烦感和风险感等负面情绪，反而可能造成购买意愿的降低。因此探究产品信息量与购买意愿之间的关系以及影响这种关系的因素就显得尤为重要，将帮助市场卖家在生产、销售和宣传过程中以更适宜的方式向消费者传递产品信息，提高消费者的购买意愿，促进消费市场的高效运作。 本文以产品信息量和消费者购买意愿为主要研究对象，同时探讨消费者自我卷入、产品知识和时间压力因素对两者关系的调节作用。本文采取了文献研究和实证研究相结合的方法，首先围绕产品信息量和购买意愿的相关研究领域进行了细致的文献回顾与梳理，从消费者有限理性和信息决策的视角出发，结合信息超载和选择过剩的研究成果，推演构建了研究模型与假设；接着通过变量量表开发、专家访谈和探测性调研等流程确立了具有较高信度与效度的正式调研问卷，并实施调研；最后整理分析调研数据以检验研究假设，综合讨论得出研究结论和启示。 本文认为消费者是具有有限认知能力的信息决策者，在消费决策过程中通过接收和处理内、外部的信息，形成购买意愿并指导购买行为。但是，一旦外部产品信息量过多而超过消费者的信息处理能力范围，就会引发消费者判断识别的困惑感、纷杂滋扰的厌烦感和权衡取舍的风险感，因而不能、不想和害怕做出购买决策，造成消费者购买意愿的下降。实证研究结果证实，当产品信息量过多时，产品信息量与购买意愿之间具有负相关关系，消费者接收和处理的产品信息量越多，其购买意愿越弱。 同时本文认为，在相同的产品信息量过多的购买情境下，消费者的自我卷入越高、产品知识越多和时间压力越小，就越不容易产生信息的困惑感、厌烦感和风险感，越有能力、动力和信心做出购买决策，因而购买意愿也就越高。实证研究结果显示，消费者的产品知识会削弱产品信息量与消费者购买意愿之间的负相关关系，但自我卷入和时间压力的调节作用却不显著；讨论认为消费者在低自我卷入和高时间压力下，可能会为了减轻理性决策中过量信息所造成的困惑感和厌烦感，转而依靠直觉或情绪快速做出决策判断，从而提高了感性的购买意愿。 由此提出了本文在模型构建和实证研究上的局限性，在未来研究中应从实验方法探究、内部机制分析、理性和感性决策转换、信息过量和选择过剩相区别等方面改进并深入对产品信息量与购买意愿之间关系的研究。在实践启示上，对于企业来说，不能一味追求为消费者提供多样化的产品选择与差异化的属性特征，过量的产品信息反而会造成消费者购买意愿的降低，特别是在推出新产品时，消费者较少的产品知识更容易导致购买的风险感，而提供较少的选择往往可以增强消费者初次尝试的比例；对于消费者来说，适当的提高个人的产品知识、自我卷入，并降低时间压力，能够缓解信息庞杂和混乱环境下的负面情绪感知，从而更有能力、意愿和信心制定出满意的消费决策。
英文摘要：	In the consumer market, the product information is the basis for trading activities. The real and effective information dissemination of businesses and the accurate and timely information reception of consumers is a necessary precondition to ensure that the two sides reached a good deal. By comprehensive analyzing the alternative types, the attributes and the promotion information of products, consumers develop their willingness for buying or not, and which can ultimately determine their purchase behaviors. However, nowadays with the super development of economy, the fierce competition between businesses and especially the coming of the Internet information age, offline and online consumer market is always flooded with too much product information, which is not only in large amount and complex, but sometimes difficult to distinguish between true and false, and even in chaos. Although the diversity of product choices and the enrichment of product attributes can improve customers’ freedom, satisfaction and desire for shopping and also better match the differentiated and individualized needs of customers, people can be overwhelmed by vast amount of information, which can lead to some negative emotions like the sense of confusion, boredom and risk, and may result in lower purchase intention. Therefore, to explore the relationship between the amount of product information and purchase intention and to find the factors that can influence this relationship seem very important, and will help the market sellers to pass the product information to the buyers in a more suitable way in the processes of marketing. Moreover, the research findings will help businesses to improve consumers’ purchase intention and promote the efficient operation of the economic market. In this paper, the amount of product information and consumers’ purchase intention are the two main objects of study, and the paper also explore the ego involvement, product knowledge and time pressure of customers as the factors to influence the relationship between the two. The paper took the literature and empirical research method of combining. Firstly, the paper reviewed the researches about the areas of product information and purchase intention, studied from the perspective of bounded rationality and information processing in customer decision, combined the research results of information overload and choice overload, and then constructed the models and hypotheses of this paper. Secondly, the paper followed the process of variables scale development, experts interview and exploratory research to establish a formal survey questionnaire with high reliability and validity, and then implement the questionnaire research. Finally, the paper analyzed the research data to test the hypotheses, and draw conclusions and inspirations after comprehensive discussion. The opinion of this paper is that consumers are information decision makers with limited cognition, in the process of purchase, by receiving and processing of internal and external information, consumers establish their purchase intentions which can guide their purchase behaviors. However, once the excessive amount of external product information over the consumers’ information processing capabilities, it will lead to the sense of confusion in identification, the sense of boredom in disturbance and the sense of risk in trade-off, so that the consumers have no ability, do not want and afraid to make purchase decisions, and they have to decrease their willingness to buy. Empirical results confirmed that there is a negative relationship between the amount of excessive product information and purchase intention, and the more information consumers receive and process, the weaker their purchase intention are. This paper also argues that, in the same purchase context with too much product information, consumers with higher ego involvement, more product knowledge and less time pressure are less likely to generate the sense of confusion, boredom and risk, therefore they have more ability, motivation and confidence to make purchase decision, and the higher purchase intention. The empirical results show that the consumers’ product knowledge will weaken the negative relationship between the amount of excessive product information and purchase intention, but ego involvement and time pressure cannot play a significant role in regulation. The paper discussed that when in low ego involvement and under high time pressure, in order to reduce the sense of confusion and boredom caused by the excessive amount of product information in rational decision process, consumers tend to make a quick decision relying on intuition or feeling, so instead improving the emotional purchase intention. Thus, the paper proposed the limitations on model building and empirical research. In future studies, the research about the relationship between the amount of product information and purchase intention should be improved in several aspects, such as taking the experimental method, exploring the internal mechanism, focusing on both the rational and emotional decision and distinguish the differences between information overload and choice overload. In practice, the enterprise should not blindly improve the alternatives and attributes of its products, and instead too much product information will result in lower consumer purchase intention. Especially when promoting a new product with which consumers are not familiar and more likely to generate the sense of risk, providing less alternatives can often enhance the proportion of the initial purchase behavior. For consumers, improving the product knowledge and ego involvement, as well as reducing the time pressure, can ease the perception of negative emotions in complex and chaotic information environment, thus have more capacity, willingness and confidence to make a satisfactory decision.
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