中文摘要：

基于有限理性和双处理模型,设计了2（品牌熟悉度：低/高）×2（临场感：低/高）×2（在线评价：消极/积极）×2（任务重要性：低/高）多因素实验,通过16个不同的购物环境,271个样本数据,探讨不同情境下多线索共存的交互效应对消费者信息处理的影响,结果表明：1在信息易得的网购中消费者决策过程仍然倾向于减少认知努力的付出;2启发式线索的一致性是双处理模型一个重要的调节变量,与任务重要性一起对线索和消费者产品评价的关系产生交互影响。最后总结了理论与实践意义。

英文摘要：

Combing consumer bounded rationality and dual-processing model as theoretical basis, this study implemented a 2 （brand familiarity： low, high） × 2 （presence： low, high） 5〈 2 （online peer： bad, good） × 2 （task importance： low, high） multi-factor experimental design to investigate the influence of interaction of the different cues on the individual＇s processing information. It provides an understanding on consumers~ online shopping behavior that consumers still tend to reduce cognitive efforts even though they face easy accessing information in websites. The results also show that the consistency of multiple heuristic cues is an important moderator in the dual-processing model, task im- portance and consistency of heuristic cues have a significant interactive impact upon the relationship between context cues and consumer products evaluations. Finally, the theoretical and practical signifi cance are summarized.