0消费者行为学之导论.ppt

* * * * * * * * 当研究者要变量之间的关系时，可以采用多种研究方法。 例如要研究“网络书店的推荐系统对消费者的购买决策是否有影响”这一问题，可以采取： 个案观察：用户浏览记录 问卷调查：是否使用过、使用的频率、使用满意度 网站内部数据调查：网站使用推荐系统之前和之后的销售量对比、时间序列分析；有推荐系统的网站和没有推荐系统的网站的销售量对比。 可能存在的问题：销量增加真的是推荐系统带来的吗？消费者对推荐系统的使用究竟是选择性行为还是适应性行为？ 实验法该怎么做？ 实验和准实验 一个实验研究的例子 研究目的： 电商网站的一些元素 对消费者感知的影响 研究设计： Experimental Web Interfaces: Real-Time Filtering ofA’ s Content 网站内容 The experiment was conducted with 60 participants (31 women and 29 men) recruited from among undergraduate and graduate students of a large public university in Canada. ——样本规模 On average, participants spent at least 10 hours per week using the computer and at least 10 hours using the Internet and had shopped online at least once in the preceding 12 months. ——样本的适宜性 On average, participants indicated that their familiarity with Amazon. com was low (3.4/7 for the item “I am familiar with A”) and that the frequency of visits was very low (1.9/7 for the item “I visit A regularly”) ——跟样本有关的额外变量 实验被试的选择 The participant was instructed to browse the website and locate information on a specific CD title to become familiar with the website layout and its various features. Then the participant was instructed to make a purchase decision for three CDs (one CD as a gift for a friend and two for himself). Finally, each participant completed a paper-based survey that recorded his or her evaluations of this website. ——实验任务 a research assistant randomly assigned each participant to one of the four conditions. ——实验分组 Helson’s adaptation level theory (Helson 1964) posits that people’s judgments are based on their past experiences, a context or background (for making comparis