网店店主应该掌握的3个行为经济学准则_BEC初级作文

网店店主应该掌握的3个行为经济学准则

固定价格快捷不费劲，但它们同样去除了人为因素。而这一因素是讨价还价为何令人振奋的原因。讨价还价在传统的土耳其集市上让卖家表明他们对自己销售的产品工艺和质量的自豪。它也能让买家表达自己的需求和难处。尽管固定价格十分高效，但它们消除了交流的过程。PriceWaiter找到了把它加回购物体验中而不会造成不便的方法。

That human element is crucial for building trust, which online retailers need to establish to get the customer to actually make a purchase. A 2003 study in Psychology & Marketing showed that trust-building was crucial for online retailers, especially those who were less-well-known and didn't have as much brand cache. Features that reduced risk and gave the customer a sense of control, such as security encryption or money-back guarantees were found to lower perceived risk and encourage the customer to go through with the purchase.

人为因素对建立信任十分重要。在线零售商需要建立信任让消费者真的决定购买。2003一份心理学和营销学的研究表明，建立信任对在线零售商十分关键，尤其是那些不那么知名也没有很多品牌库存的商家。研究发现例如安全加密或者是退款保证能减少风险，给消费者一种可掌控感受的特色能降低感知风险，鼓励消费者完成购买。

Personalized pricing is a similarly risk-reducing feature, allowing the customer to use their knowledge from comparison shopping and their brand preferences in their favor. They aren't forced to make a decision from price alone, but can make an offer to their preferred retailer. The retailer in turn can decide if the discount is worth the extra business they may have missed out on if the customer had chosen to go to a different site, or pass on the purchase entirely.