A Research On The Anchoring Effect Of Consumer's Price Decision-makintg In The WeChat Marketing

WeChat is a rapidly rising new media along with the development of mobile Internet.It has not only built a new interactive platform for people,but also promoted the birth of WeChat marketing.WeChat marketing provides a new marketing channel for businesses and consumers with the help of WeChat Subscription platform,gradually changing the traditional marketing model.Because of the Web's virtual and many leading marketing copywriters,the price decision-making of consumer in the WeChat marketing is uncertain decision-making under incomplete information.According to the Prospect Theory,when people make decisions under uncertain conditions,they often cause systematic bias,and the Anchoring Effect is one of such systemic irrational behaviors.The current research is mainly focused on the Anchoring Effect's paradigm and type.And studies on the influence factors pay more attention to only one kind of Anchoring Effect,short of systematic and comprehensive research.This paper sort out Anchoring Effect's paradigm,explanation facility,measurement and influencing factors systematically and conclude the two kinds of factors which are individual factors and subjective factors.The individual decision process is regarded as a dynamic process,and the influence factors consist of gender,intellectual skills,emotion,self-confidence,BIG5 personality and adjustment motivation,need for cognition.In addition,this paper has made some innovations in the measurement of Anchoring Effect.The Anchoring Index is used to measure the external anchor and Mean Skew Index is used to measure the internal anchor.This paper analyzes the Anchoring Effect and its influencing factors in WeChat marketing by scenario simulation and role-playing experiment method.Firstly,we select participant's emotion inducing materials through the pre-experiment I.Secondly,we chose a small number of participants in pre-experiment II and optimize the experiment materials based on results.Finally,304 participants are divided into external anchor group and internal anchor group randomly in formal experiment and use statistical method of variance analysis to deal with experimental data.The research results show that the Anchoring Effect is existent when consumer makes price decision.The effect of individual factors including gender,intellectual skills,self-confidence,neuroticism,extraversion,openness,conscientiousness are significant to Anchoring Effect,but emotion and agreeableness are not significant.In addition,the interaction between intellectual skills and emotion is obvious to external Anchoring Effect.Both adjustment motivation and cognitive demand as the subjective factors have significant influence on the internal and external Anchoring Effect.Furthermore,it is found that the decision situation and the anchor characteristics which combine the specific decision problems will also affect the Anchoring Effect.