網店店主應該掌握的3個行爲經濟學準則

The average shopper can't remember a time when fixed prices weren't the norm. After all, it's been well over a century since rounds of haggling was the way goods and services changed hands. Fixed prices were introduced in the early 1800s as an attractive new feature that could save consumers time, money, and emotional energy, and were a great benefit to merchants, too.
普通購買者已經想不起來從什麼時候開始固定價格就已經不再是行規了。畢竟，貨物和服務交易討價還價是將近一個多世紀以前的事了。固定價格在19世紀早期引進，作爲節省顧客時間、金錢和情感能量的新興方式，同樣也給商人帶來了好處。

The benefits stuck, even in an era of e-commerce when consumers assume online stores offer lower prices without brick and mortar overhead and when comparison shopping is easier than ever.
這種好處依舊存在，哪怕是在這樣一個在線商務時代，消費者認爲在線商店提供的價格更低廉，因爲不存在裝修店面的開銷，而且比較購物比以往更爲便捷。

However, a new startup called PriceWaiter is bringing haggling back to e-commerce, and it's bringing a refreshingly human element to the online marketplace. The approach also highlights three behavioral economics concepts that play a big role in selling goods online:
然而，一家叫做PriceWaiter的新興公司把討價還價又帶回電子商務中，給在線商場帶來了新鮮人性化的元素。這一方式同樣強調了在在線商品銷售中起着重要作用的3個行爲經濟學的理念：

Personalization
個性化

PriceWaiter allows merchants to offer a personalized price in addition to their usual fixed price. customers can add an item to their shopping cart, pay, and ship like normal. Or, if customers don't want to pay the fixed price, they can simply click the PriceWaiter button and make an offer. The merchant accepts, counteroffers, or rejects that offer, and then customers can complete the purchase in a few clicks straight from their email.
PriceWaiter允許商家在固定價格之外提供個性化的價格。消費者可以正常將貨物添加到購物車，付款，運輸。或者，如果消費者不想要支付固定價格，他們可以訪問PriceWaiter下訂單。商家接受、還價或者是拒絕訂單，然後消費者可以從郵件中通過幾步點擊成功購買。

It's a shopping experience defined by the needs of the individual, a natural extension of increasingly personalized marketing campaigns tailored by online data collected by companies like Facebook and Google.
這是由個人需求決定的購物體驗，是像臉書和谷歌這樣的公司收集的數據定製的個性化的市場營銷日益增長的自然延伸。

Connection
聯繫

Not only do merchants interact heavily with customers and their data leading up to the sale, they can now maintain that same level of connection during the sale. Co-founder Andrew Scarbrough explains, "It slows people down and makes them more engaged shoppers."
不僅僅商家和消費者以及他們的導向銷售的數據緊密相關，他們現在可以在銷售中也保持同等的聯繫。公司創始人安德烈•斯卡布勒說：“這使得人們減慢速度，更多地參與到購物中來。”

PriceWaiter engages shoppers by offering them a unique opportunity to set their price, as well as a higher degree of interaction with the brand, on-site. Best of all, that interaction is a true dialogue, rather than a unilateral arrangement.
PriceWaiter通過提供獨一無二的機會來現場決定價格，還有和品牌更高的互動性，讓消費者們參與進來。最棒的是，這種互動是真正的雙方對話，而不是單邊協議。

Humanization
人性化

In an age when brands increasingly view advertising as a conversation, PriceWaiter offers a way to humanize the actual purchase process as well.
在品牌逐漸把廣告看做溝通的時代，PriceWaiter做到把採購過程也人性化了。

As fast and effortless as fixed prices are, they also remove the human element that is part of why haggling can be an exhilarating experience. Negotiating the price in, say, a traditional Turkish bazaar lets the seller express pride in the craftsmanship and quality of the goods he sells. It allows the buyer to express their needs and pain points. As efficient as fixed prices can be, they eliminate that process of communication. PriceWaiter has found a way to add it back into the shopping experience without sacrificing convenience.
固定價格快捷不費勁，但它們同樣去除了人爲因素。而這一因素是討價還價爲何令人振奮的原因。討價還價在傳統的土耳其集市上讓賣家表明他們對自己銷售的產品工藝和質量的自豪。它也能讓買家表達自己的需求和難處。儘管固定價格十分高效，但它們消除了交流的過程。PriceWaiter找到了把它加回購物體驗中而不會造成不便的方法。

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.
人爲因素對建立信任十分重要。在線零售商需要建立信任讓消費者真的決定購買。2003一份心理學和營銷學的研究表明，建立信任對在線零售商十分關鍵，尤其是那些不那麼知名也沒有很多品牌庫存的商家。研究發現例如安全加密或者是退款保證能減少風險，給消費者一種可掌控感受的特色能降低感知風險，鼓勵消費者完成購買。

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.
個性化的標價也是相似的低風險標誌，允許消費者使用通過對比較購物和個人偏好的品牌的認知。他們不會被迫只靠價格就作出決定，而是能向他們喜歡的零售商討價還價。同樣，零售商能夠決定這樣的折扣是不是值得再做一筆生意。如果消費者選擇了另一家網站或者完全放棄購買，他們可能就錯過了這筆生意。

Scarbrough explained that many PriceWaiter offers ask for just a 10 percent discount, something easy for most retailers to swallow, and that can add up for major savings for the consumer on big-ticket items like furniture.
斯卡布勒解釋說，很多PriceWaiter的訂單隻要求9折，這對大部分零售商都可以接受，消費者也能在像傢俱這種大額物品上省下更多的費用。

Even a small discount can build trust, loyalty, and increase a customer's probability of purchase, reducing their resistance and increasing consumer confidence.
哪怕很小的折扣也可以建立起信任、忠誠以及增加消費者購買的可能性，減少他們的抗拒心理，增加信心。

Simply by humanizing the sale process to match native advertising campaigns and friendly social media engagement, retailers can increase profitable sales and satisfaction.
僅僅靠人性化銷售過程，與本地廣告營銷和友善的社交媒體參與相匹配，零售商就可以增加銷售利潤和滿意度。