The Cognitive Information Processing Research In The Decision-making Process Of The Online-shopping

Research on consumer is a hot topic in the consumption field.previously,it is usually to study,"Why buy",in recent years,researchers tend to the consumer-oriented analysis,in addition to study why people buy,but also how to carry out consumer research,and how to make decision-making.At the beginning of the thesis,Paper reviewed the study of the consumer decision-making research results of a number of theoretical studies,"rational economic man" assumption,"limited rationality" theory,etc.;in turn introduced the consumer is now the area of network research.Some research at home and abroad,mainly concentrated in the consumer decision-making influence of network factors,such as perceived risk,self-efficacy,such as networks of trust.There is no network to the decision-making as a cognitive process of information processing,this article from the explicit and implicit aspects of the network to the comprehensive study process.Experimental method used in this study to explore the online shopping decision-making explicit the process of cognitive information processing and implicit cognition on the impact of the decision-making process.Study before the start of the network to feature interviews,experiments to determine the required attributes of goods. Divided into two main parts of research on a board showing the use of information technology,using 2*2 experimental design.Through analysis of variance to study the decision-making time,the number of alternative projects on the network to influence consumer decision-making.The results show that:the time for consideration and examination of goods by the number of clicks on the properties and processing time is significant;At the same time,also affected by the depth of examination of goods,search and search mode.Studyâ…¡used the method to test cognitive mechanisms implicit influence on decision-making,research results show that the trial was to start did not affect the processing properties of the goods,but the impact of the decision-makers to start attribute of commodity clicks.Start search depth has not changed,but the search mode of decision-makers have a certain impact.The last part of the paper,pointing out that this study theoretical and practical application of values,and summarized the study and reflection,on the basis of this study put forward a number of shortcomings and continue to study the prospects.