A Study On The Strategy Of Online Stores' Information Presentation Considering Consumers' Bounded Rationality

In this dissertation,a research has been made on the online stores' information presentation based on the bounded rationality of online consumer,which is of a great importance for online stores to survive from increasingly fierce competition without reducing the price concession.Since most of the research ignore the fact that when faced with large number of homogeneous goods,the consumers are unable to find the best products despite the massive time and energy they spend.That is,consumers are bounded rational when they shopping online.Based on this fact,this paper constructs a new method to describe the bounded rational behavior of online consumers based on the Prospect Theory.Our method has the following improvments compared with the original Prospect Theory.?1 Introducing the concept of hesitation fuzzy number to describe the attribute information,so that the decision environment of the online consumer is more consistent with the reality;?2 Introducing the concept of the dynamic reference point to optimize the value function of the prospect theory,so that the phenomenon of the online consumers' psychological adjustment process when faced with stores with different information presentation modes is described;?3 Replacing the objective probability with subjective probability when calculating the weight function,so that the problem of the objective probability which describing the probability of consumers buying satisfactory commodity can't be found in the real online purchasing environment is solved.Besides,using the hesitation fuzzy number to express the subjective probability,so that the accuracy of online consumers' expressing their hesitating behavior when faced with depiction of the asymmetry and fuzziness of the online shopping information is ensured.Besides,this dissertation designs 2(pricing framing effect,timing framing effect and quantity framing effect to describe the multiple key attribute information of each commodity)* 3(risky framing effect,attributing framing effect and the goal framing effectto describe the promotion information of each store)according to the classification of the framing effect by the scholars.And verifies the impact of different information presentation on online consumers' purchase intentions.Specifically,on the basis of determining the psychological reference points of consumers at each moment,this paper calculates the results of the decision model and the actual measured purchase intention.The results show that:(1)The prospect value based on the consumers' psychological reference point and the purchasing intention was positive correlation significantly,and the greater of the prospect value,the more of the purchasing intention.(2)there exists a bounded rationality in the decision-making process of online consumers' behavior,so that the psychological perception and purchasing intention of online consumers vary from the different information presentation.Specifically,?1 When describing the promotion information,using the positive language told the consumer purchasing behavior of income can rising online consumers' prospect value and purchasing intention.?2 When describing the price information,compared with the presentation of separate pricing,integrated pricing can lead online consumers' have greater prospect value and purchasing intention;?3 When describing the key benefit attributes of the product,using smaller units of measurement and time interval can lead online consumers' prospect value and purchasing intention stronger.Based on the above,this paper puts forward the proposal about how the online stores presenting their information effectively,and discusses the theory and application value of this research.