在线消费者心理距离及其对消费决策的影响研究

项目名称： 在线消费者心理距离及其对消费决策的影响研究

项目编号： No.71271207

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 赵冬梅

作者单位： 中国农业大学

项目金额： 53万元

中文摘要： 一般认为，地理位置和空间距离对跨距离交易的电子商务市场不再重要，然而近来的实践及研究表明由于地理位置、空间距离、社交网络等差异而形成的心理距离，仍对在线交易存在显著影响。项目拟在解释水平理论（CLT）的基础上，实证和实验研究在线消费者心理距离的形成、度量和影响因素，以及其对消费决策的影响。主要内容包括：1、在线消费者心理距离的度量；2、在线消费者心理距离的影响因素；3、在线消费者心理距离的衰减规律；4、在线消费者心理距离对价格感知的影响；5、在线消费者心理距离对商家信任程度的影响； 6、在线消费者心理距离对购买决策的影响；7、提出改善网络环境下心理距离、提高商家经营竞争力的政策建议。项目旨在丰富和深化心理距离理论、消费者决策理论，为企业电子商务实践提供决策支持，为完善网络市场运行机制、推进国家服务性商品建设工作提供政策建议。

中文关键词： 心理距离；在线消费者；消费决策；电子商务；

英文摘要： It is stated that geographic position and spatial distance are not important to the e-commerce market online; however, the psychic distance, formed by the difference between geographic position, spatial distance, social networking service, has an obvious influence on online trading in the recent practice and research. This program plans to study the formed, measured and influenced factors of online consumer's psychic distance, and the influence on consumer decision on the basis of explanation to CLT, mainly including: 1.measurement on the psychic distance of online consumer. 2.influencing factor on psychic distance of online consumer. 3.reducing laws of the online consumer's psychic distance. 4.influence on the price perception from the psychic distance of online consumer. 5.influence on the trust level of merchant from the online consumer's psychic distance. 6.influence on purchase decision from the online consumer's psychic distance. 7.suggestions on improving the psychic distance, enhancing the policies of the merchant's competitiveness. This program is aimed at enriching and deepening the theory of the psychic distance and the theory of consumer's decision, offering decision support to the practice of e-commerce, and offering policy suggestion of perfecting operating mechanism of network market and enhancing

英文关键词： psychic distance；online cousumer；consumption decision；e-commerce；