网络团购中的消费者观察学习

在深度折扣已经成为网络团购运作模式基本条件的前提下，影响需求聚集的关键问题是消费者基于不完全信息而造成对产品或服务的质量不确定性。而行胜于言,相比于口碑传播,观察学习成为消费者进行质量推断和购买决策的有效依据。本课题的研究目标是将围绕消费者在网络团购中基于观察学习的质量推断和购买决策这一核心问题，以申请者已有的成果为基础，拟采用实验与实证分析相结合的研究方法，系统研究在网络团购中消费者观察学习的思考模式和行为机制。基于以上的研究目标，本项目的研究内容主要在三个方面展开:（1）心理距离对消费者观察学习模式的影响；（2）动态价格团购模式中的理性羊群行为；（3）基于预告的固定价格团购模式中的两阶段观察学习。本课题的研究结果将加深对网络团购运作机理的理解，并贡献于团购行业的营销实践，为网络营销的有效运作提供理论依据和策略建议。

Nowadays deep discount has been the basic condition in online group buying, so quality uncertainty under consumers’ incomplete information for products and service is a key issue for demand aggregation. As the saying goes, actions speak louder than words. Compared with word-of-month, consumers’ observational learning is a more effective strategy when inferring quality and making purchase decisions. The goal of our research proposal is to understand thinking patterns and behavior mechanism of consumers’ observational learning in online group buying. We plan to conduct both theoretical and empirical research on this topic, by using experiment and empirical methods, leveraging the applicant’s current research works. Based on these research objectives, we plan to work on the following three projects: (1) the impact of psychological distance on consumers’ observational learning; (2) consumers’ herding behavior in varying-price group buying; (3) two-stage observational learning in preannouncement-based fixed-price group buying. The findings of our project will be intended to make contributions to theories and practice in online group buying and help marketers to make strategic decisions.