同一网购平台上不同卖家的不作为惯性效应

Proceedings of the 9th Multidisciplinary International Social Networks Conference Pub Date : 2022-10-29 DOI:10.1145/3561278.3561295

Ying-Feng Kuo, Tso-Hao Shen, Jiawei Liao

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引用次数: 0

摘要

本研究考察了当消费者错过了一个更好的促销机会，并且目前在同一购物平台上遇到同一卖家(相对于不同卖家)对同一产品的促销吸引力较低时的不作为惯性效应。我们对Amazon Mechanical Turk (MTurk)进行了在线实验，并对数据进行了方差分析。结果表明，同一购物平台存在不作为惯性效应。来自同一卖家和同一购物平台上不同卖家的两次促销机会的不作为惯性效应没有显著差异。此外，在线消费者在错过更好的促销机会后感到后悔。根据分析结果进行讨论并提出启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The inaction inertia effect of different sellers on the same online shopping platform

This study examines the inaction inertia effect when a consumer missed a better promotional opportunity and currently encountered a less attractive promotion for the same product from the same seller (vs. different sellers) on the same shopping platform. We conducted an online experiment on Amazon Mechanical Turk (MTurk) and analyzed the data using ANOVA. The results indicate that the inaction inertia effect occurs for the same shopping platform. There is no significant difference in the inaction inertia effect between two promotional opportunities from the same seller or different sellers on the same shopping platform. In addition, online consumers feel regret after missing out on better promotional opportunities. We make discussions and provide implications according to the analytical results.

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Proceedings of the 9th Multidisciplinary International Social Networks Conference

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