Study On The Impact Of Price Dispersion On Consumer's Product Evaluation

In recent years,China's e-commerce market continues to develop,2016 Taobao's"double eleven" activities reached 120.7 billion yuan a day turnover,continue to refresh the Chinese e-commerce market transactions.Taobao This C2C shopping site has a most obvious feature which is the existence of price dispersion.That is,at the same time for the same commodity different sellers have different prices.At present,the study of price dispersion is mainly focused on the field of economics,and mainly focuses on the causes which triggered the price dispersion.There are only few studies on price discretization in consumer behavior and result variables.This paper explores the impact of price dispersion on consumer product evaluation,taking into account the perceived risk,the degree of involvement and the product category of consumers from the discrete price of price and the degree of price dispersion.The second chapter is the literature review,which reviews the relationship between price dispersion,perceived risk,product classification theory and consumer involvement.The third chapter is the research model,combined with the previous research and the hypothesis of the development of innovation in this paper.The fourth and fifth chapters are designed for this paper,including the experimental design and the analysis of the data.Chapter 6 summarizes the theoretical significance and management significance of this paper.In this paper,the experimental results were used to test the results of experiments 2X2X2 experimental design.The results show that price dispersion has a positive effect on the perceived risk,and perceived risk has a negative impact on product evaluation.The effect of price dispersion on perceived risk is regulated by product type and degree of involvement.Specifically,The perceived risk of perceived products is significantly higher than the perceived risk of the search product at different price levels,while consumption is different from the perceived risk of the consumer's purchase of different types of products.When the risk of different types of products is different,the perceived risk of the consumer in the high-involvement situation is less than the perceived risk of the low-level involved in the search-type product,the perceived risk of consumers in the high-involvement context is greater than the perceived risk.