电子商务中产品预告策略的有效性分析

在基于交易成本降低而形成的价格优势已经成为电子商务基本条件的前提下，影响消费者购买决策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。而产品预告可以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购物中基于产品预告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，系统研究在产品预告中消费者的思考模式和行为机制，以诠释在两阶段网络销售模式中产品预告的有效性。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）产品预告对消费者购买决策的影响——基于解释水平理论的解释；（2）产品预告中基于价格线索的消费者质量感知；（3）团购预告的两阶段观察学习。本课题的研究结果将加深对在线零售运作机理的理解，并贡献于零售行业的网络销售实践，为电子商务的有效运作提供理论依据和策略建议。

Nowadays price advantage based on reduced transaction costs has been the basic condition in electronic commerce, so quality uncertainty under consumers’ incomplete information for products and service is a key issue for affecting consumers’ purchasing decisions. Advanced sale announcement can be an effective strategy for consumers when inferring quality and making purchase decisions. The goal of our research proposal is to understand consumers’ thinking patterns and behavior mechanism of advanced sale announcement to interpret the effectiveness of advanced sale announcement in two-stage online sale model. 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 advanced sale announcement on consumers’ purchase decisions- an interpretation of construal level theory; (2)consumers’ quality perception based on price cue in advanced sale announcement; (3) two-stage observational learning for advanced sale announcement in online group buying. The findings of our project will be intended to make contributions to theories and practice in electronic commerce and help practitioners to make strategic decisions.