文献类型：期刊文献

中文题名：网页上产品属性的启动对消费者购买偏好的影响

英文题名：The Impact of Priming of Webpages' Product Attributes on Consumer Purchasing Preference

作者：杜伟宇[1]

机构：[1]华东理工大学商学院,上海200237

年份：2009

卷号：32

期号：6

起止页码：1380

中文期刊名：心理科学

外文期刊名：Journal of Psychological Science

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2008】；社科基金资助期刊;CSCD:【CSCD2011_2012】；CSSCI:【CSSCI2008_2009】；

基金：上海市哲学社会科学规划课题"网络环境下影响消费者购买行为的整合模型研究";课题批准号2007EJL001

语种：中文

中文关键词：启动效应;决策;偏好

外文关键词：Priming Effect, Decision Making, Preference

摘要：在网络环境下消费者的信息负荷超载,其购买偏好可能会受到网页背景图案、背景音乐、网络视频和新闻故事等多种类型信息刺激的影响。本研究控制了网页背景,同时或分别启动了产品的两个属性。研究表明,网上消费者在选择商品时对被启动属性占优的产品具有更大的偏好;消费者对被启动属性信息的搜索量更大;购买经验和产品知识不丰富的新手要比专家更容易受启动效应的影响。
The research manipulated the background of webpages to produce a priming effect on two attributes at the same time, which would possibly affect consumers＇ choice of the products and information search. The consumers were found have a better preference for the predominant product consistent with the priming attributes. They were more inclined to purchase the product with two prime-consistent attributes than with one prime-consistent attribute. They searched more prime-consistent attribute information. Novices with inadequate purchasing experience and product knowledge were found to be more affected by the priming effect than experts.