| In the process of online shopping,consumers generally agree that they are"rational".According to the consumer psychology research,the consumer have different preferences for commodity prices.There exists irrational consumption.This kind of phenomenon of irrational consumption could prompt consumers to the goods under the premise of performance degradation,tend to choose to purchase products of lower prices.In this paper,on the basis of relevant theories such as consumer culture,consumer behavior,online consumption and price preferences,involving management,economics,and consumer psychology to discuss consumption environment,consumption culture and platform regulation of the impact of consumer price preference.Through the analysis of experimental data,this paper draw the following conclusions:the sales of goods,price and evaluation are the most focus on the three factors of the experimenter when they are shopping online.When evaluators according to their own satisfaction scores,price,quality and brand are the most focus on the three factors of evaluators.Female for the sensitivity of the commodity price is higher than male.Gender and age have no significant effect for the price.But different purchase object has a significant influence for the price.When the male encounter online deception,they are easier to return the goods than female.They agree more about cost performance of online commodity is higher than offline store when they are purchasing for others.Purchasing for others is easier to return the goods when they are cheated.The experimenter agree more about price of online commodity is lower than offline store.It is very common that most online stores to brush volume.They disagree about fake goods have high quality.They agree more about returning the goods when they have been cheated.They disagree about the government has strict regulation of online sales of commodities.Big shopping platform for commodities regulation is more strict than the government. |
PDF Full Text Request