价格搜寻对消费者购买决策的影响分析-管理科学与工程专业论文.docxVIP

Ab Abstract PAGE PAGE iii Abstract In modern society, consumers have already stayed in the age of information explosion with the rapid development of industries such as advertising, network. Due to the market information exist incompleteness and asymmetry. For consumers, each time the purchase process is a risk of decision-making process, and due to the lack of the product information, consumers make efforts to search for information in order to eliminate purchase risk. Searching for information is an essential stage before consumers making their purchase decisions. The paper mainly studies the effect mechanism that price information searching among the all information that consumers need have on consumer purchase decisions. The paper’s research methods include literature review, qualitative analysis, observation, and model analysis. By reviewing the related theories and literatures, the paper introduced the mainstream price theory, including the theory of labor value, the equilibrium price theory and marginal utility theory. The consumer searching theory confirms the necessity of consumer searching, summarize the types of information of consumer searching. In the consumer purchase decision theory, point out the main purchase decision model, the characteristics and types of purchase decision. When introducing price searching model. It point out the relationship between consumers search times and the dispersion distribution of cost and price through the analysis of Stigler model. It point out that under the restricted conditions of consumer income and the assumption of consumers as rational person ,the utility maximization model proves that searching exits an optimal search times, when the prices, search cost and income change proportionately, it do not have an effect on the optimal search times. The sequential search model is a complement and improvement to Stigler model and utility maximization model, point out that there is a reserve price in the mind of con