消费者在线购物决策中的商品参数浏览偏好分析——以数码相机为例

摘要

In order to provide better online shopping services, this article firstly analyzes consumer' s online decision - making process. Secondly it analyzes consumer' s behavior of commodity parameters browsing preference and influence fac- tors. Then taking digital camera for example, the author designs and organizes the experiment of consumer' s browsing pref- erence of digital camera parameters. Experimental results show that consumers of different genders and knowledge back- ground have different preferences of commodity parameters. Finally, based on experimental results, it provides suggestions for content design of future knowledge recommendation services.%为更好地提供在线购物服务，首先分析消费者在线商品选择决策过程，对消费者的商品参数浏览偏好行为及影响因素进行深入分析，然后以数码相机为例，设计并组织消费者数码相机参数浏览偏好实验。通过实验，发现不同性别、知识背景的消费者对商品参数有着不同的偏好。最后基于实验结果，对知识推荐服务内容设计提出建议。