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Modern Marketing 2025
时间压力情境下推荐信号对产品选择的影响
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Abstract:
从时间压力的视角，基于价格–质量推理理论，通过情景模拟实验，实验一(N = 116)探讨了生鲜电商平台上推荐信号对消费者产品选择的影响，实验二(N = 103)探讨了在推荐信号影响消费者产品选择的过程中，消费者对产品的信任感知和质量感知是否具有中介作用。实验三(N = 216)探讨价格水平在推荐信号对感知信任、感知质量和产品选择的影响路径中的调节作用。结果表明：第一，当没有推荐信号时，消费者更多地偏好高价的产品；第二，消费者的感知信任和感知质量在推荐信号影响消费者产品选择的过程中发挥了中介作用；第三，价格水平调节了推荐信号对消费者产品选择的影响。
From the perspective of time pressure, based on ELM theory and price-quality theory, this paper discussed the impact of recommendation signals on consumers’ product selection through scenario simulation experiments. Experiment 1 (N = 116) discussed the impact of recommendation signals on consumers’ product selection. Experiment 2 (N = 103) discussed how recommendation signals affect consumers’ product selection and whether consumers’ perceived trust and product quality play a mediating role in this process. Experiment 3 (N = 216) explored the moderating effect of price level on the influence path of recommendation signal on perceived trust, perceived quality and product selection. The results show that: firstly, when there is no recommendation signal, consumers prefer high-priced products more; secondly, consumers’ perceived trust and perceived quality play a mediating role in the process of recommendation signals influencing consumers’ product selection; thirdly, the price level regulates the influence of recommendation signals on consumer product selection.
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