CAJ | 학술논문

为了探究消费者在多线索的网络环境中信息处理机制 (启发式、分析式) 的选择过程, 验证消费者节省心智资源的倾向, 构建了基于启发-分析双处理模型 ( HSM)、模拟真实的网购环境的2 222实验模型, 对消费者在模拟购物网站中的产品评价进行分析. 结论表明: 节约认知努力的心理倾向、决策线索和决策情景是影响决策处理方式选择的主要因素. 在网购环境下, 消费者仍然倾向于节约认知成本, 其决策过程遵循认知努力与决策自信平衡的原则, 只有当特定外部情景 (高个人相关性) 和决策主观自信未达到充足阈值 (线索作用方向不一致) 时, 消费者才会采用认知成本较高的分析式处理方式.
위료탐구소비자재다선색적망락배경중신식처리궤제 (계발식、 분석식) 적선택과정, 험증소비자절성심지자원적경향, 구건료기우계발-분석쌍처리모형 ( HSM)、 모의진실적망구배경적2 222실험모형, 대소비자재모의구물망참중적산품평개진행분석. 결론표명: 절약인지노력적심리경향、 결책선색화결책정경시영향결책처리방식선택적주요인소. 재망구배경하, 소비자잉연경향우절약인지성본, 기결책과정준순인지노력여결책자신평형적원칙, 지유당특정외부정경 (고개인상관성) 화결책주관자신미체도충족역치 (선색작용방향불일치) 시, 소비자재회채용인지성본교고적분석식처리방식.
Based on heuristic-systematic model ( HSM) , this paper attempts to develop a framework for investi-gating consumers' information processing mechanism ( heuristic or systematic) in the context of the network and verify their tendency of saving mental resources.2 ×2 ×2 ×2 online shopping experiment model which simu-lates the real context is designed to analyze consumers' evaluation to products.The results show that the tenden-cy of saving cognitive effort, decision-making clues and decision-making scenarios are the main factors to the de-cision-making process.Consumers still tend to save cognitive cost, and their process follow the rule of balancing the cognitive effort and decision-making confidence.Only if the low cost heuristic processing approach cannot meet consumers' information processing needs, will consumers implement high cost systematic information pro-cessing.