The Impact Of Online Shopping Information Context On Consumer’s Product Evaluation

Due to the unique nature of online shopping environment, the manner in which consumers search for, process, and use information is a complex phenomenon that is not completely understood. Consequently, we attempt to develop a framework for investigating consumer information search behavior in the online shopping environment, and verify the tendency of saving mental resources.Combining bounded rationality and the heuristic-systematic model as theoretical basis,The study implemented2(country of origin, high vs. Low)×2(price, high vs. low)×2(attribute information, high vs. low)×2(personal involvement, high vs. Low) experiment design. this study use content analysis and univariate analysis of variance to analyze the relationship between price, attribute information,country of origin,,and product evaluation and explore consumer information processing mechanism. Conclusions are as follows:1、When cosumers are shopping online, they use cues to infer product quality and make product evaluation. Price, country of origin and attribute information are all have a significant impact on consumer product evaluation.2、the external situation and internal cues can influence consumer’s information processing. Based on the sufficiency principle, personal involvement and the consistency of heuristic cues can change consumer’s information processing by influenceing subjective confidence.3、In the context of the Internet, consumer will balance the cognitive effort and confidence in the decision-making process.Only if the low cost heuristic processing approach cannot meet consumers information processing needs, will consumers implement systematic information processing which costs high mental resources.