| Along with the high-speed development of Internet technology, e-commerce and network marketing also booming development, online shopping has gradually become an important part of People’s Daily life. Online purchase decision is that consumer use the Internet as a platform through information search, application of decision strategies for information processing and handling, and ultimately produce the process of purchase intention and purchase behavior. So to explore consumer individual personality traits (Need for cognition) and shopping situation influence on online shopping decision process has a certain practical significanceThis study by using information board technology simulation network shopping decision making tasks, through experiment to discuss the effect ofNeed for cognition, involvement, and Time pressure on information processing in the network shopping decision-making process. Preliminary experiment adopts interview, questionnaire survey and a combination of level to determine the influence factors of the network shopping decisions, purchase of goods and different time pressure situation; Experiment 1 use 2* 2 mixed experimental design, the selection of 66 college students as subjects, this experiment discusses the effect of Need for cognition, and purchase involvement on information processing in the online shopping decision-making process. Experiment 2 uses 2*2 completely randomized block design of experiment,44 college students as subjects to discuss the effect of Need for cognition, and Time pressure on information processing in the online shopping decision-making process.The results show that:(1) Need for cognition impact on information processing in network shopping decisions. High Need for cognition individuals in the information processing and more comprehensive, more effort, more use fine processing strategy based on option; Low Need for cognition individuals, decision-making information processing in a rough, efforts to lower degree of information processing, tend to use heuristic processing strategy based on attributes.(2) Purchase involvement in impact on information processing in network shopping decisions. Relative to the low purchase involvement in situations, individuals buy in high involvement in situations, more effort, information processing and more thorough, more likely adopt fine processing strategy based on option.(3) Time pressure impact on information processing in network shopping decisions. Pressed for time information processing a rough situation individual decision, adopt heuristic processing strategy based on attribute; Time comfortable situation, individual decision-making information processing in a more comprehensive, more inclined to adopt fine processing strategy based onoptioa(4) Need for cognition and purchase involvement in impact on information processing in network shopping decisions. Both significantly influence the decision making process of the main effect, no significant interaction effects, the individuals of high Need for cognition with high purchase involvement situation,information processing is the most thorough, and tending to use fine processing strategy based on option, to individuals with low Need for cognition in low purchase involvement situation, The most cursory of information processing, tending to use heuristic processing strategy based on attributes.(5) Need for cognitions and Time pressure impact on information processing in network shopping decision. In time tense situation, different levels of cognitive needs influence on online shopping decision process no difference, information processing is rough, tend to use heuristic processing strategy based on attribute; In time comfortable situation, cognitive need individual differences has significant effect of information processing in decision making, low relative to the individual cognition need, need high cognitive information processing more thoroughly, tend to use heuristic processing strategy based on attributes.This study results show that Need for cognition Purchase involvement and time pressure impact on online purchase decision-making process, Need for cognition influence on online shopping decision-making process is affected by the specific situation factors, according to the different shopping situation, different cognitive needs individuals in the network shopping dec is ion-making process with different information processing strategies. |
