The Influence Of Social Value Orientation And Social Distance On The Online Shopping Inclination

In the end of 2016,the number of buyers online in China was up to 4.48 hundred billion.Shopping online is essential for many people nowadays.The decision-making problem of shopping online becomes hot issues in the area of the academic circle and the commercial circle.In 2000,Liberman advanced the theory of construal level which is fashionable in psychology until now.The general idea is that the more distant an object is from the individual,the more abstract it will be thought of,while the closer the object is,the more concretely it will be thought of.Dhar and Kim(2007)finded that two time dimensions——before shopping&shopping affects consumers probability of shopping.Bomemann&Homburg prove that temporal distance,social distance could affect the consumers perception of good quality.Psychological distance influence the build-up of buyer's confidence when shopping online(Ray L.Benedicktus,2008).Lirong Wang(2014)finded that the consumers are likely to buy that the social distance&temporal distance dimension fits the construal level to the goods when shopping online.The social,temporal,and spatial distance are close,which match the low construal level or the distances are far which match the high construal level,they are likely to shop online.We use RED eye tracking system to analysis eye movement of consumer's online shopping in order to find characteristic of shopping online from different value orientation consumers.The main effect of goods comment significant.Consumers are likely to buy good detailed comments products rather than good functional comments products.There is no interactive influence on the decision making of online consumers between goods comment and social value orientation.There is no interactive influence on the decision making of online consumers between social distance and social value orientation.There is interactive influence on the decision making of online consumers between goods comment and social distance.Consumers tend to buy good detailed comments products rather than good functional comments products when the social distance is close.Consumers tend to buy good functional comments products rather than good detailed comments products when the social distance is far.There is interactive influence on the decision making of online consumers between goods comment,social distance and social value orientation.Cooperative people tend to buy good detailed comments products rather than good functional comments products when the social distance is close.Cooperative people tend to buy good functional comments products rather than good detailed comments products when the social distance is far.Non-cooperative people tend to buy good detailed comments products rather than good functional comments products when the social distance is close.Non-cooperative people have no inclination when the social distance is far.There is interactive influence on the average fixation time of online consumers between goods comment,social distance.Consumers pay attention to good detailed comments products rather than good functional comments products when the social distance is close.Consumers pay attention to good functional comments products rather than good detailed comments products when the social distance is far.There is interactive influence on the average fixation time of online consumers between goods comment,social distance and social value orientation.Cooperative people pay attention to good detailed comments products rather than good functional comments products when the social distance is close.Cooperative people pay attention to good functional comments products rather than good detailed comments products when the social distance is far.Non-cooperative people have no inclination whether the social distance is close or far.