The Influence Of Model Number And Price On Online Shoppers' Consumption Attitude

Due to lack of direct contact with products,online shopping consumers often make value judgments and purchase decisions based on various external clues.For durable goods such as electronic products and household appliances,the product model number and price are important external clues.Two experiments were conducted to explore the effects of product model number and price on consumers’ attitudes.Experiment 1 and experiment 2 were both conducted by using a 2(product involvement:high,low)×2(product model number:big,small)×2(product price:high,low)within-subjects and between-items design to explore the impact of product model number and price on consumers’ attitudes in two stages of online shopping(browsing the search results list and viewing product details).The dependent variables were product attitude,perceived value and purchase intention of subjects.The results showed that:(1)The main effect of product model number was significant.When the number in product model was bigger than other products,product attitude and purchase intention scores of the subjects were significantly higher than that of the products with smaller product model number.(2)The main effect of product price was significant.When the price was higher than other products,the product attitude and purchase intention scores of the subjects were significantly higher than those of the products with lower price.(3)The interaction between product model number and price was significant.When the number in product model was bigger,the product attitude and purchase intention scores of the high-price group were significantly higher than that of the low-price group;when the price is higher than that of other products,the product attitude and purchase intention scores of the big-number group were significantly higher than that of the small-number group.(4)The mediating role of perceived value was significant.In the stage of browsing the search results list,the influence of product model number on product attitude and purchase intention was completely mediated by perceived value;the influence of price on product attitude was completely mediated by perceived value,the influence of product price on purchase intention was partially mediated by perceived value.In the stage of viewing product details,unlike the previous stage,the impact of product model number on purchase intention was partially mediated by perceived value,the impact of price on purchase intention was completely mediated by perceived value.(5)The moderating role of product involvement was not significant.In the stage of browsing the search results list,the interaction between product involvement,product model number and price has a marginal significant effect on product attitude,and the effect on purchase intention was not significant.In the stage of viewing product details,the interaction of three variables has a marginal effect on both product attitude and purchase intention.Conclusions:(1)In online shopping,the product model number and price of the product will work together to affect the attitude of consumers.When the product model number is bigger and the price is higher than other products,consumers have a higher degree of trust in the product,which shows more positive product attitude and purchase intention.(2)The product model number and price will affect consumers’ perceived value of the product,and then affect their attitudes and purchase intentions.When the product model number is bigger or the price is higher,consumers perceive the value of the product is higher,thus showing a more positive product attitude and purchase intention;at the same time,the influence is not restricted by product involvement.