How Do Price And Evaluation Influence Consumers' Online Purchase Decision

As a sunrise industry,e-commerce develops rapidly and has great potential and strength.China's online shopping market is about to usher in rapid development boom,consumers' online purchase behavior has become the current focus on research and practice.In online shopping environment,consumers cannot directly touch the real goods,judge products' quality only by their information,and then make a purchase decision.So the study of more information clues and their interaction influence on the consumers' purchase decision in network shopping environment,is of great theoretical and practical significance.It can benefits not only to inrich the online consumers purchase theory,to better understand consumers' online purchase behavior mode,but also to make improving e-commerce marketing strategy.This study based on the theory of clues and environmental psychology S-O-R model framework,in view of the network shopping information clues environment,builds a research model of consumers online purchase decisions,through an eye movement experiment collectting eye movement indicators and questionnaire data.And both from the aspects of behavior and physiology,the study explores how the two important clues prices and evaluate influence consumers' emotion,cognition and purchase intention in online environment,and reveals how the consumers' brain work when they make online purchase decisions.Based on S-O-R model the questionnaire data analysis results show that:(1)perceived value significantly negative influence arouse,pleasure and perceived value;perceived evaluation significantly positive influence pleasure and perceived value;(2)arouse has a significant positive impact on pleasure,perceived value has a significantly positive effect on arouse and pleasure;(3)perceived value and pleasure significantly positive influence the purchase intention.Based on clues theory and the principles of making decisions,the eye movement data analysis results further reveal the mode of consumers use and process information cues,and show that consumers can use the two clues price and evaluation to evaluate product,so as to make a purchase decision;butconsumers pay more attention to evaluate clues;and consumers in face of consistent combination of the two clues,could take a deeper cognitive processing way,and follow the principle of cognitive decision-making at the same time.Based on the research conclusion,we put forward some useful suggestions for online store operators and the related enterprises from the consumer online purchase decision mechanism of psychological and behavioral angle.