The Stereotype And Intervention Of Online Shopping Under The "internet +" Social Context

Under the "Internet +" social context,the online market has great prosperity and development.The transaction scale of China's online market in 2015 reached 3.8 trillion yuan,increased 37.2% by 2014.It is predict that the transaction scale of China's online market will reach to 7.5 trillion yuan by 2016.But current studies show that there are many people have negative and stereotype evaluation about internet shopping.Therefore,what kind of stereotype do people think about online shopping under the new situation? Is there any difference from the past? What are people ' s specific contents of stereotype to online shopping? Is there any effect on intervention of negative stereotypes?This study uses normal adults as the subjects,study 1 mainly used the method of free association and the questionnaire method to explore people's impression of explicit stereotypes about internet shopping;Using IAT paradigm to explore people's impression of implicit stereotypes about internet shopping and demographic differences;Study 2 intervened people who have negative stereotypes,and explored methods and effects of intervention.Results showed that: 1,People think that online shopping is variety,risky,speedily,cheap,convenient,energy-efficient,affordable,time-saving,cost-effective,troublesome,trendy and satisfying.People also think there are many fake when shopping online,and the after-sales service is difficult,but there are many comparison and exchanging and returning are convenient.2,People have significant and positive explicit stereotypes about online shopping.There is no difference between people's stereotypes about online shopping who of different gender and age.3,Online shopping get significantly higher scores of the dimensions of type,convenience and cost performance than offline shopping,and get significantly lower scores of the dimensions of quality and after-sales service than offline shopping.4,People have significant and positive implicit stereotypes about online shopping.There are significant impact that different frequencies of surfing internet to D value and time of compatible reaction,and they have positive correlation.The higher frequency,the more positive impression of stereotypes about online shopping.There is no difference between people'sstereotypes about offline shopping who have different frequencies of surfing internet.5,The intervention method,advertising,has intervention effect on people's stereotype: time of incompatible reaction decrease significantly,negative implicit stereotype tends to be positive.