The Impact Of The Change Of The The Product Price Information On The Compromise Effect In Online Shopping Based On The Perceived Quality Price

Most of the existing study on effect of compromise are based on the isometric product attribute, but in the network shopping, due to the emergence of the fake products and other marketing strategy, the commodity price change range is very large and not equidistant eventhougth the product description in the network shopping exactly the same. In this paper, by using the advantage of the compromise effect could still happen in Internet shopping while there only a single dimension,that is prices, studying the influence degree of the compromise effect when the joined high extreme price and low extreme price respectively near the middle and far away from the middle on network shopping, based on the product information in the description are consistent except prices and take the price difference of original two options for reference. And studied under the different perception of price quality level and price information presenting, the influence degree of the price information on the compromise effect, in order to delve into the consumer selection process in the face of all kinds of price information in the network shopping, and provide theoretical basis and practical advice for online marketers on making price strategy, marketing strategy and competition strategy to existing products and new product.The article expound the relevent theory, and then on the basis of existing research results and theory, put forward six research hypotheses. Article uses the experimental method to verify this hypothesis, which is divided into two experiments, experiment between one for group, a total of five groups, study the effect of price information on the compromise effect and under the different perception price quality level the different degree of the the effect of price information on the compromise effect. Experiment 2, a total of four groups, to study the change after the price information presentation price information on the effect of compromise. The change in the price information presentation refers to let respondents to choose between the equidistant options first, and in not equidistant to choose between options again, let respondents aware of the change of the price information, in order to make a real choice, make the effect of price information on the compromise can be better reflected. Part data analysis, this article mainly adopts SPSS21.0 to analyze the percentage of the compromise option relative to the competition in each experimental item and make statistics and chi-square test, the final verification results to various assumptions are as follows:(1) when the new extremes close to the compromise, the relative select share of the compromise reduced. Low extremes close to compromise, compromise effect significantly weakened; High extremes close to compromise, the respondents due to time pressure and impatient, under the direct price information presentation, the weakening of the compromise effect was not significant.(2) when the new extremes away from compromise, the relative select share of the compromise increased. Low extremes away from the compromise, compromise effect enhancement was not significant; High extremes away from the compromise, in the group of high perceived price quality, the compromise effect significantly enhanced, in the group of low perceived price quality, the compromise effect did not reach significant level, but overall is remarkable.(3) Differen perceived price quality level, price information change on the influence degree of the compromise effect is different. For low perceptual price quality, when low paragraphs extreme near and far away from the compromise, more to the influence degree of the compromise effect; For high perceptual price quality, when high paragraphs extreme near and far away from the compromise, more to the influence degree of the compromise effect.(4) Change the way presenting price information, price information change on the influence degree of the compromise effect is no more obvious.