Examining The Effects Of Multi-cues On Consumers’ Product Evaluation

With the rapid development of the Internet, online shopping consumers have become accustomed to shopping. Consumers in the online shopping process, along with the constantly enrich the search for information, access to information is no longer an expensive cost, from a single cue in the field of marketing research for consumer product evaluation strong limitations, how multiple cue threads to produce consumer product evaluation effects of increasing importance.On the basis of existing cue theories and The Elaboration Likelihood Model (ELM) study on the proposed cognitive cues framework in order to supplement and reinforce the interpretation of cue theory. To verify the hypothesis, this study designed three complementary experiments to simulate the real progressive online shopping environment, which implement 2 (brand familiarity:high vs. low) × 2 (retailers credibility:high vs. low) × 2 (Prices:high vs. low),2 (retailers credibility:high vs. low)× 2 (product warranty:high vs. low)× 2 (personal relevance:high vs. low) and 2 (retailers credibility:high vs low) × 2 (product warranty:high vs. low) × 2 (authentic guarantee:present vs. absent) between-subjects design respectively. Data analysis showed:1. with the interaction between cognitive and non-cognitive cues, consumers in the purchase decision process, cognitive cues more stable without being affected by environmental changes or other cues, rather than cognitive cues diagnostic in the consumer decision-making process is influenced by cognitive cues valance.2. cognitive cues in personal relevance of different conditions, there is always a significant effect on product evaluation, rather than the role of non-cognitive cues in the purchase decision process is moderated by the personal relevance, only when the personal relevance is high.3. Facing with multi-cues, consumers are not rational for a comprehensive evaluation in order to select the optimum solution, but by their own cognitive structure, knowledge and sources of cues reserves reliability make product evaluation. Research shows the theory of bounded rationality is human " cognitive misers " conclusion, because people want to spend less, "Mental Cost" to analyze the information obtained in the course of the purchase decision-making.