The Study On The Influence Of Size Reference On Consumers' Purchase Intention

In the online shopping environment,there have been a lot of merchants through the display of reference to illustrate the size of goods.Does this have any effect other than giving consumers an idea of the size of the product? This study proves that the reference object of display size will not only affect the perception of product size,but also affect consumers' evaluation of the product.This thesis reviews the research related to the reference,and combining with the clue theory,proposes that the value of the reference to display the product size will have an impact on the product evaluation and consumers' purchase intention.This article will two unrelated consult together,expanded the clues to the theory and the application range of the anchoring effect,and explore the reference value influence consumer purchase intention of mechanism,puts forward the evaluation of product can be as a medium reference value will influence consumer behavior,and finally,provides a new idea of product display online businesses,has a certain meaning of management.At first,this thesis review the related literature in the field,including reference to related research,the consumer product evaluation and purchase intention,focus on the reference of the related content,through literature review reference value is how to influence consumers' purchase intention for possible inference,formed in this paper,the research hypothesis.Then the hypothesis of this paper is verified by eye tracker experiment and traditional questionnaire survey.It is concluded that compared with the size presentation of non-reference objects,the presence of reference objects will attract the attention of consumers and can be used as external clues to influence the judgment of consumers.The reference will positively influence the purchase intention of consumers through the value of the reference itself,that is,the higher the value of the reference,the stronger the purchase intention of consumers.At the same time,product evaluation including price estimation and perceived quality can be used as mediating variables in the influence of reference value on purchase intention,the reference value can affect consumers' purchase intention through the continuous mediating effect of price estimation and perceived quality.