Modeling of the Consumers' Multi-stage Decision Process and Controlling Persuasive Information : -Searching for the Effective Presentation Schemes in Electronic Commerce-

消费者多阶段决策过程建模与说服性信息控制：-寻找电子商务中有效的展示方案-

基本信息

批准号：
13630122
负责人：
NAKAJIMA Nozomi
金额：
$ 2.43万
依托单位：
Osaka University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
2001
资助国家：
日本
起止时间：
2001 至 2002
项目状态：
已结题

项目摘要

The author proposes a formal model of utility judgments and choice that incorporates the notion of a multi-stage decision process and uses a set of thresholds that reflect the minimum-acceptable levels of utility at each stage. The model is innovative in that it integrates a number of important consumer decision making phenomena into a unified framework. These phenomena include preference heterogeneity across individuals, variability in the degree of product differentiation in the market, inferences about missing information, a penalty for ambiguity due to incomplete information, the possibility of differential weighing of information presented at different stages, and utility adjustments due to expectancy disconfirmation.A simulation study was conducted in order to obtain a better understanding of the intertemporal allocation of persuasive information. The results of the study suggest that the withholding and deferred presentation of some persuasive information may be the most effecti … More ve intertemporal information allocation pattern in a broad variety of circumstances.Decision framing is one of the most important factors to be considered when designing the schemes of presenting information because consumers are always exposed to some kind of decision frames in e-commerce environments. We use online experiments to examine how the decision framing affects the consumers' option choice decisions in a simulated shopping website. The results of our experiments show that consumers tend to choose higher-priced options when they have high- versus low-priced reference points. Then, a probabilistic choice model is constructed to explain the experiments' results based on the prospect theory, incorporating the extreme-aversion effects which would shift the reference point toward the neutral direction. The estimation results suggest that the downgrading scheme would produce a profitable method of information presentation, which is now employed by several online shopping websites with a great success. Less

作者提出了一种效用判断和选择的正式模型，该模型结合了多阶段决策过程的概念，并使用了一组反映每个阶段的最低可接受效用水平的阈值。该模型的创新之处在于它集成了将许多重要的消费者决策现象纳入一个统一的框架中，这些现象包括个体之间的偏好异质性、市场中产品差异化程度的可变性、对缺失信息的推论、由于不完整信息而导致的模糊性的惩罚、差异权衡的可能性。所提供信息的数量为了更好地理解说服性信息的跨期分配，我们进行了一项模拟研究。研究结果表明，某些说服性信息的隐瞒和延迟呈现可能会受到影响。在各种情况下最有效的跨期信息模式。决策框架是设计信息呈现方案时要考虑的最重要因素之一，因为消费者总是接触到某种信息我们使用在线实验来研究决策框架如何影响消费者在模拟购物网站中的选项选择决策。我们的实验结果表明，当消费者拥有较高价格的选项时，他们倾向于选择较高价格的选项。 - 与低价参考点相比，基于前景理论构建了一个概率选择模型来解释实验结果，并考虑了极端厌恶效应，该效应将使参考点向中性方向移动。降级计划将产生一种盈利方法信息展示，现已被多个在线购物网站采用，并取得了巨大成功。