Research On The Influence Of Psychological Distance And Explanation Level On Online Purchase Decision Of Second-hand Goods

Under the background of online shopping environment,the trading of second-hand goods gets rid of the limitation of time and space,and consumers’ online purchase decision on second-hand goods is a complex process.Different times,different places,different consumer subjects and commodity information will affect the purchase decision.In the face of different decision-making problems,what is the consumer’s decision-making process? Based on the above problems,this paper studies the influence of psychological distance and explanation level on the online purchase decision of second-hand goods.In this paper,psychological distance is divided into three dimensions: time distance,spatial distance and social distance,and the interpretation level is divided into two dimensions:low interpretation level and high interpretation level,and perceived risk is introduced as an intermediary variable.this paper discusses the influence of the matching consistency between the three dimensions of psychological distance and the two dimensions of interpretation level on consumers’ online purchase of second-hand goods.Using the experimental design method,divided into 12 groups of experiments,data from consumers in different cities,using Spss26.0to process and analyze the data,using one-way ANOVA,two-way ANOVA,Syntax syntax command simple effect analysis,Spss Process intermediary effect test and other mathematical statistical analysis methods.The results show that the consistency between the three dimensions of psychological distance and the two dimensions of interpretation level can affect consumers’ decision to buy second-hand goods online.Specifically,the matching of near-time distance and low interpretation level has a significant impact on consumers’ second-hand goods purchase decision-making,compared with the matching of near-time distance and high interpretation level,and the former can effectively strengthen consumers’ purchasing motivation.Long-time distance and high interpretation level matching,compared with long-time distance and low interpretation level matching,has a significant impact on consumers’ second-hand goods purchase decision-making,and the former can effectively strengthen consumers’ purchasing motivation.The matching of near-space distance and low interpretation level has a significant impact on consumers’ purchase decision-making compared with the matching of near-space distance and high interpretation level,the former can effectively strengthen consumers’ purchasing motivation,and the matching of long-space distance and high interpretation level,compared with the matching of long-space distance and low interpretation level,has a significant impact on consumers’ second-hand goods purchase decisions,and the former can effectively strengthen consumers’ purchasing motivation.Compared with the matching of near social distance and low interpretation level,compared with the matching of near social distance and high interpretation level,there is no significant difference in the impact on consumers’ purchase decisions,and the two matching items have no effect on consumers’ second-hand goods purchase decisions.Compared with the matching of long social distance and low interpretation level,the matching of long social distance and high interpretation level has a significant impact on consumers’ second-hand goods purchase decision-making,and the former can effectively strengthen consumers’ purchasing motivation.This paper introduces the variable of perceived risk and tests the intermediary effect.The results show that the intermediary effect of perceived risk is significant in the influence of time distance and interpretation level,spatial distance and interpretation level on the online purchase decision of second-hand goods,while the intermediary effect of perceived risk on the online purchase decision of second-hand goods is not significant in the social distance and interpretation level.From the perspective of psychological distance and explanation level,this paper explores the influence of the matching consistency of three dimensions of psychological distance and two dimensions of explanation level on consumers’ online purchase of second-hand goods,and further provides reference for related theoretical research.and take the electronic products with different price dimensions as the research object,enrich the research object,and further expand the relevant theory of second-hand commodity marketing.It is helpful to understand online consumers’ consumption behavior and psychology of second-hand goods,and further guide the operation and management of second-hand e-commerce platform.