Research On Influence Of Social Learning To The Efficiency Of Online Consumer's Decision

With the development of the Internet,more and more consumers choose to online shopping.However,unlike the traditional offline shopping,the special attributes of online shopping make consumers unable to truly feel the goods' quality,function and so on,so consumers will pay more attention to other information besides commodity parameters(specifications,colors),such as providing social learning information on online websites,that is,the information that consumers learn on the online shopping platform can change their consumption attitude and behavior.Word-of-mouth information of other consumers and sales volume of goods which are the important reference basis for online consumers to make consumption decisions.In recent years,social learning has attracted more or less attention.For consumers' decision-making,many scholars have carried out researches on the problem of mechanism of word-of-mouth or sales volume,but the studies which have combined the two to form social learning are less.Moreover,the decision-making role of consumers is mostly focused on single factors such as purchasing intention,lacks the consideration and study the efficiency of decision-making from a complete consumers' decision-making model,that is,to obtain the greatest satisfaction with the lowest cost.This paper divides the process of consumer decision-making into two stages:information evaluation and purchase decision-making,and establishes a theoretical model of the influence of social learning on each stage of online consumer purchase decision-making.Through scenario simulation experiments,we explore the impact of social learning on the efficiency of online consumption decision-making at all stages and construct a structural equation model,which further verifies the impact of social learning on the efficiency of online consumption decision-making at all stages.At the same time,we introduce the variable of consumer cognition to explore the relationship between social learning,consumer cognition and online consumption decision-making efficiency.Through the research,the following conclusions are drawn:(1)Social learning has a positive impact on the efficiency of online consumers' decision-making at all stages.That is to say,social learning has a positive impact on the efficiency of information evaluation stage and purchase decision stage.(2)Online consumers receive the information of social learning,and process the social information through consumer perception,which ultimately significantly affects the efficiency of online consumers'decision-making in all stages.That is,social learning has a significant impact on consumer perception,which has a significant impact on online consumers' information evaluation stage and purchase decision-making stage.(3)Consumer perception plays a mediating role in social learning and online consumers' purchase decision-making efficiency.That is to say,consumer perception plays a mediating role in social learning and information evaluation efficiency,and it also plays the same role in social learning and the efficiency of purchase.