消费者购物介入成本分析

本文对比分析了购物活动中不同决策情形下的消费者介入成本,并给出介入成本的构成,在此基础上设计了考虑消费者介入成本的购物决策模型.求解表明消费者花费的搜索时间与时间限制有关.时间越宽松,投入的搜索时间越多;工资率越高,投入的搜索时间就越少;由搜索时间引致风险降低而节约的成本越多,投入的搜索时间就越多.通过比较从商店直接选购和从网上购物的两种介入成本,阐述了开展B-C电子商务的企业优势和劣势,并提出了企业用以降低消费者介入成本的措施.

Toward Consumer Involvement Cost

This article constructs a consumer involvement cost model based on analysis on consumer involvement costs in various decisions and consumer involvement cost composite. We conclude that consumer search time is related to time constraint. The freer the time, the more the search time; the higher the wage, the less the search time; the more the involvement cost due to decreased risk caused by search time, the more the search time. We then describe the advantages and disadvantages of B to C e-commerce and propose measures to reduce consumer involvement cost through a comparison between the involvement costs of traditional and cyber purchases.