网站信息环境对消费者感知质量的影响分析——基于线索理论

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1、浙江大学硕士学位论文摘要关系会因产品类型的差异而异。第四，探究了线上、线下购物环境中消费者的决策行为差异，证实了传统购物环境中的研究结论并不能生搬硬套至网络购物情境，需因地制宜，差别对待。关键词：线索理论；品牌熟悉度；内部线索；产品类型；感知质量IV浙江大学硕士学位论文AbstractWimhighlydevelopmentinIntemettechnology．theinformationpresentedonshoppingwebsiteismoreandmorediversely．Face

2、dwithsuchsituation，howdoconsumersutilizethesecuestoassessproductisthecorepropositionwhatresearchersconcerned．Inrecentyears，theinfluenceofproducttypeonconsumers’productevaluationandpurchaseintentionalsograduallyincorporatedintotheresearchers’vision．Ba

3、sedontheCuesTheory，thisresearchregardProductTypeasamoderatorvariable，using2(BrandFamiliarity：hi曲VS．10w)x2(IntrinsicCue：abundantVS．deficient)x2(ProductType：SearchProductVSExperienceProductlexperimenttoexamineOurhypotheses．Ourresearchreferencesrealshop

4、pingwebsitetoconstructedeightdifferentexperimentalsite，usethechangeofproductperceivedqualitytoobservecues’effectsinconsumers’decisionbehaviorwhenitvaries．Thestudyreachedthefollowingmainconclusions：First，theproduct’Sbrandfamiliarityandintrinsiccueshas

5、asignificantinfluenceonconsumers’perceptionsofthequalityofproducts，thehighertheproductbrandfamiliarity，thehighertheconsumer'sperceptionofthequality；themoreabundantintinsiccueis，thehighertheconsumer’Sperceptionofthequality．Second，thereisaninteractionb

6、etweenbrandfamiliarityandintrinsicCUeS，whenbothconsistent,theymaybestrengthenedwitheachother；Whenbotllinconsistent，negativeorweaklycueswilloccupyaleadingrole．Third,producttypeplaysaregulatoryroleontherelationshipbetweenbrandfamiliarityandperceivedqua

7、lity，alsobetweentherelationshipofintrinsiccuesandperceivedquality．Consumers’perceivedqualityalongwiththechangeofbrandfamiliarityextentowingtothedifferentproducttypes：astoexperienceproduct，productqualityperceptionchangessignificantlyfasterthanthesearc

8、hproduct；Consumers’perceivedqualityvarieswiththechangeofintrinsiccues，astosearchproduct,perceptionchangesignificantlyfasterthantheexperienceinthequalityofproducts．Fourth,inconsisitent而tllpredecessors’pointofview，theinteractionbetweenbrandfamiliarity，