) 武汉大学 经济与管理学院 市场营销与旅游管理系, 武汉 430072
收稿日期:2018-01-24出版日期:2019-05-25发布日期:2019-03-20通讯作者:王薇E-mail:497092314@qq.com基金资助:国家自然科学基金(91746206);国家自然科学基金(71672132)Does mobile shopping make fast decisions? The role of contextual factors and thinking style
HUANG Minxue, WANG Wei() Department of Marketing and Tourism Management, Economics and Management School, Wuhan University, Wuhan 430072, China
Received:2018-01-24Online:2019-05-25Published:2019-03-20Contact:WANG Wei E-mail:497092314@qq.com摘要/Abstract
摘要： 既有文献对消费者延迟选择影响因素的研究, 主要集中于决策复杂度、决策者特质或情绪, 少有对决策场景进行深入探讨。互联网购物时代, PC端与手机端已成为重要的消费场景。针对手机端是否会加快消费者决策过程的问题目前也存在不一致的结论。本文引入决策双系统理论, 力图解释以往看似冲突的结论。消费者的购买决策模式, 不仅会受到决策任务(产品价格)的影响, 还会受到决策场景(购买终端)影响。当场景与决策任务使消费者启动的思维模式相一致时, 会提升决策流畅度, 降低延迟选择。本文发现, 移动端(PC端)与低(高)价格产品更容易激发相容的经验性(理性)思维, 降低延迟选择倾向。反之, 则会同时启动两种相左的决策思维, 增加延迟选择倾向。本文从场景启动与价格启动视角, 将以往消费者单一的决策思维模式, 拓展到多因素启动的思维模式相容性问题; 同时本文通过探究延迟选择问题, 对价格策略与场景化营销带来启示。
图/表 12
图1研究框架
图1研究框架表1价格水平类型与购买终端订单数交叉表
| 购买终端 | 低价格 | 高价格 | 总计 |
|---|---|---|---|
| 手机端 | 1568 | 629 | 2197 |
| PC端 | 1015 | 462 | 1477 |
| 总计 | 2583 | 1091 | - |
表1价格水平类型与购买终端订单数交叉表
| 购买终端 | 低价格 | 高价格 | 总计 |
|---|---|---|---|
| 手机端 | 1568 | 629 | 2197 |
| PC端 | 1015 | 462 | 1477 |
| 总计 | 2583 | 1091 | - |
表2变量的描述性统计分析结果
| 变量 | N | 极小值 | 极大值 | M | SD |
|---|---|---|---|---|---|
| 单价 | 3674 | 12 | 410 | 98.19 | 83.98 |
| 购买终端 | 3674 | 0 | 1 | 0.44 | 0.49 |
| 订单时长 | 3674 | 6 | 106899 | 2252.11 | 12048.19 |
表2变量的描述性统计分析结果
| 变量 | N | 极小值 | 极大值 | M | SD |
|---|---|---|---|---|---|
| 单价 | 3674 | 12 | 410 | 98.19 | 83.98 |
| 购买终端 | 3674 | 0 | 1 | 0.44 | 0.49 |
| 订单时长 | 3674 | 6 | 106899 | 2252.11 | 12048.19 |
表3门限回归参数结果
| 参数 | 估计值 | t | p |
|---|---|---|---|
| μ | 1.426 | 5.941 | < 0.001 |
| β1 | 0.001 | 0.312 | 0.757 |
| β2 | -0.01 | -5.496 | < 0.001 |
表3门限回归参数结果
| 参数 | 估计值 | t | p |
|---|---|---|---|
| μ | 1.426 | 5.941 | < 0.001 |
| β1 | 0.001 | 0.312 | 0.757 |
| β2 | -0.01 | -5.496 | < 0.001 |
图2PC端与手机端订单时长差散点图
图2PC端与手机端订单时长差散点图
图3情境刺激图例
图3情境刺激图例
图4购买终端与价格水平的交互作用对延迟选择的影响
图4购买终端与价格水平的交互作用对延迟选择的影响表4购买终端与价格水平的交互对延迟选择影响的方差分析表
| 来源 | 第三类平方和 | df | 平均值平方 | F | p |
|---|---|---|---|---|---|
| 修正的模型 | 99.626 | 3 | 33.209 | 77.101 | < 0.001 |
| 截距 | 2862.513 | 1 | 2862.513 | 6645.895 | < 0.001 |
| 购买终端 | 2.957 | 1 | 2.957 | 6.865 | 0.010 |
| 价格水平 | 0.000 | 1 | 0.000 | 0.001 | 0.978 |
| 购买终端×价格水平 | 97.370 | 1 | 97.370 | 226.063 | < 0.001 |
| 错误 | 57.716 | 134 | 0.431 | - | - |
| 总计 | 3019.750 | 138 | - | - | - |
| 校正后系数 | 157.342 | 137 | - | - | - |
表4购买终端与价格水平的交互对延迟选择影响的方差分析表
| 来源 | 第三类平方和 | df | 平均值平方 | F | p |
|---|---|---|---|---|---|
| 修正的模型 | 99.626 | 3 | 33.209 | 77.101 | < 0.001 |
| 截距 | 2862.513 | 1 | 2862.513 | 6645.895 | < 0.001 |
| 购买终端 | 2.957 | 1 | 2.957 | 6.865 | 0.010 |
| 价格水平 | 0.000 | 1 | 0.000 | 0.001 | 0.978 |
| 购买终端×价格水平 | 97.370 | 1 | 97.370 | 226.063 | < 0.001 |
| 错误 | 57.716 | 134 | 0.431 | - | - |
| 总计 | 3019.750 | 138 | - | - | - |
| 校正后系数 | 157.342 | 137 | - | - | - |
表5经验性思维的中介作用
| 变量 | 模型1延迟选择 | 模型2经验性思维 | 模型3理性思维 | 模型4延迟选择 | ||||
|---|---|---|---|---|---|---|---|---|
| β | t | β | t | β | t | β | t | |
| 手机端 | -0.04 | -0.33 | 0.01 | 0.08 | 0.16 | 0.78 | -0.03 | -0.29 |
| 价格水平 | -0.44 | -0.95 | 1.04* | 2.07 | -0.43 | -0.53 | -0.21 | -0.46 |
| 手机端×价格水平 | 1.28* | 2.51 | -1.79** | -3.20 | 0.45 | 0.51 | 0.89 | 1.65 |
| 经验性思维 | — | — | — | — | — | — | -0.22* | -2.02 |
| 理性思维 | — | — | — | — | — | — | -0.02 | -0.25 |
| 调整后R2 | 0.67 | 0.61 | 0.01 | 0.68 | ||||
表5经验性思维的中介作用
| 变量 | 模型1延迟选择 | 模型2经验性思维 | 模型3理性思维 | 模型4延迟选择 | ||||
|---|---|---|---|---|---|---|---|---|
| β | t | β | t | β | t | β | t | |
| 手机端 | -0.04 | -0.33 | 0.01 | 0.08 | 0.16 | 0.78 | -0.03 | -0.29 |
| 价格水平 | -0.44 | -0.95 | 1.04* | 2.07 | -0.43 | -0.53 | -0.21 | -0.46 |
| 手机端×价格水平 | 1.28* | 2.51 | -1.79** | -3.20 | 0.45 | 0.51 | 0.89 | 1.65 |
| 经验性思维 | — | — | — | — | — | — | -0.22* | -2.02 |
| 理性思维 | — | — | — | — | — | — | -0.02 | -0.25 |
| 调整后R2 | 0.67 | 0.61 | 0.01 | 0.68 | ||||
图5经验性思维中介作用路径分析图
图5经验性思维中介作用路径分析图
图6理性思维中介作用路径分析图
图6理性思维中介作用路径分析图表6理性思维的中介作用
| 变量 | 模型1延迟选择 | 模型2经验性思维 | 模型3理性思维 | 模型4延迟选择 | ||||
|---|---|---|---|---|---|---|---|---|
| β | t | β | t | β | t | β | t | |
| PC端 | 0.33** | 2.68 | 0.47* | 2.59 | 0.28* | 2.35 | 0.18 | 1.54 |
| 价格水平 | 0.28 | 0.58 | -0.15 | -0.21 | 0.48 | 1.00 | 0.05 | 0.11 |
| PC端×价格水平 | -1.11* | -2.24 | -0.04 | -0.05 | -1.31** | -2.70 | -0.45 | -0.98 |
| 经验性思维 | — | — | — | — | — | — | 0.02 | 0.25 |
| 理性思维 | — | — | — | — | — | — | 0.50*** | 4.23 |
| 调整后R2 | 0.64 | 0.21 | 0.65 | 0.67 | ||||
表6理性思维的中介作用
| 变量 | 模型1延迟选择 | 模型2经验性思维 | 模型3理性思维 | 模型4延迟选择 | ||||
|---|---|---|---|---|---|---|---|---|
| β | t | β | t | β | t | β | t | |
| PC端 | 0.33** | 2.68 | 0.47* | 2.59 | 0.28* | 2.35 | 0.18 | 1.54 |
| 价格水平 | 0.28 | 0.58 | -0.15 | -0.21 | 0.48 | 1.00 | 0.05 | 0.11 |
| PC端×价格水平 | -1.11* | -2.24 | -0.04 | -0.05 | -1.31** | -2.70 | -0.45 | -0.98 |
| 经验性思维 | — | — | — | — | — | — | 0.02 | 0.25 |
| 理性思维 | — | — | — | — | — | — | 0.50*** | 4.23 |
| 调整后R2 | 0.64 | 0.21 | 0.65 | 0.67 | ||||
参考文献 70
| 1 | Anderson, C. J . ( 2003). The psychology of doing nothing: Forms of decision avoidance result from reason and emotion. Psychological Bulletin, 129( 1), 139-167. |
| 2 | Baron, R. M., & Kenny, D. A . ( 1986). The moderator mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51( 6), 1173-1182. |
| 3 | Beatty S. E., & Smith, S. M . ( 1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14( 1), 83-95. |
| 4 | Brasel, S. A., & Gips, J . ( 2014). Tablets, touchscreens, and touchpads: How varying touch interfaces trigger psychological ownership and endowment. Journal of Consumer Psychology, 24( 2), 226-233. |
| 5 | Brengman M., Geuens M., Weijters B., Smith S. M., & Swinyard R . ( 2003). Segmenting internet shoppers based on their web-usage-related lifestyle: A cross-cultural validation. Journal of Business Research, 58( 1), 79-88. |
| 6 | Chang Y. P., Xiao W. F., Qin W., & Yan J . ( 2012). The influence mechanism of third-party product reviews (TPRs) on impulse buying intention within the internet environment: By product category and commentators rank for regulation variables. Acta Psychologica Sinica, 44( 9), 1244-1264. |
| [ 常亚平, 肖万福, 覃伍, 阎俊 . ( 2012). 网络环境下第三方评论对冲动购买意愿的影响机制: 以产品类别和评论员级别为调节变量. 心理学报, 44( 9), 1244-1264.] | |
| 7 | Chezy, O. ( 2004). Reexamining latitude of price acceptability and price thresholds: Predicting basic consumer reaction to price. Journal of Consumer Research, 30( 4), 612-621. |
| 8 | Cho, C. H, Kang, J., & Cheon, H. J . ( 2006). Online shopping hesitation. Cyber Psychology and Behavior, 9( 3), 261-274. |
| 9 | Cooke A. D. J., Meyvis T., & Schwartz A . ( 2001). Avoiding future regret in purchase-timing decisions. Journal of Consumer Research, 27( 4), 447-459. |
| 10 | Crockett M. J., Apergis-Schoute A., Herrmann B., Lieberman M. D., Müller U., Robbins T. W., & Clark L . ( 2013). Serotonin modulates striatal responses to fairness and retaliation in humans. Journal of Neuroscience, 33( 8), 3505-3513. |
| 11 | Cryder C., Botti S., & Simonyan Y . ( 2016). The charity beauty premium: Satisfying donors “want” versus “should” desires. Journal of Marketing Research. 54( 4), 605-618. |
| 12 | Dai, X. C., & Hsee, C. K . ( 2013). Wish versus worry: Ownership effects on motivated judgment. Journal of Marketing Research, 50( 2), 207-215. |
| 13 | Dhar, R. ( 1996). The effect of decision strategy on decision to defer choice. Journal of Behavioral Decision Making, 9( 4), 265-281. |
| 14 | Dhar. R . ( 1997 a). Consumer preference for a no-choice option. Journal of Consumer Research, 24( 2), 215-231. |
| 15 | Dhar, R. ( 1997 b). Context and task effects on choice deferral. Marketing Letter, 8( 1), 119-130. |
| 16 | Dhar, R., & Nowlis, S. M . ( 1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25( 4), 369-384. |
| 17 | Dijksterhuis, A. ( 2004). Think different: The merits of unconscious thought in preference development and decision making. Journal of Personality and Social Psychology, 87( 5), 586-598. |
| 18 | Dijksterhuis A., Bos M. W., Nordgren L. F., & Baaren R. B . ( 2006). On making the right choice: The deliberation- without-attention effect. Science, 311( 5763), 1005-1007. |
| 19 | Dijksterhuis, A., & Olden, Z. V . ( 2006). On the benefits of thinking unconsciously: Unconscious thought can increase post-choice satisfaction. Journal of Experimental Social Psychology, 42( 5), 627-631. |
| 20 | Dodds W. B., Monroe K. B., & Grewal D . ( 1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28( 3), 307-319. |
| 21 | Elder, R. S., & Krishna A . ( 2012). The ‘Visual depiction effect’ in advertising: Facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38(6), 988-1003. |
| 22 | Epstein, S. ( 1994). Integration of the cognitive and psychodynamic unconscious. American Psychologist, 49( 8), 709-724. |
| 23 | Evans, J. S. B. T . ( 2002). Logical and human reasoning: An assessment of the deductive paradigm. Psychological Bulletin, 128( 6), 978-996. |
| 24 | Evans, J. S. B. T . ( 2003). In two minds: Dual-process account of reasoning. Trends in Cognitive Sciences, 7( 10), 454-459. |
| 25 | Ferreira M. B., Garcia-Marques L., Sherman S. J., & Sherman J. W . ( 2006). Automatic and controlled components of judgment and decision making. Journal of Personality and Social Psychology, 91( 5), 797-813. |
| 26 | Fiske S. T., Lin M., & Neuberg, S. L .( 1999). The continuum model: Ten years later. In S Chaiken & Y Trope (Eds), Dual-process theories in social psychology (pp 231-254). New York: Guilford Press. |
| 27 | Frost, R.O., & Shows, D. L . ( 1993). The nature and measurement of compulsive indecisiveness. Behaviour Research and Therapy, 31( 7), 683-692. |
| 28 | Gilovich T., Griffin D., & Kahneman D . (Eds.)( 2002). Heuristics and biases: The psychology of intuitive judgment. New York: Cambridge University Press. |
| 29 | Greenleaf, E. A., & Lehmann, D. R . ( 1995). Reasons for substantial delay in consumer decision making. Journal of Consumer Research, 22( 2), 186-199. |
| 30 | Grewal D., Monroe K. B., & Krishnan R . ( 1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62( 2), 46-59. |
| 31 | Hansen, B. E . ( 2000). Sample splitting and threshold estimation. Econometrica, 68( 3), 575-603. |
| 32 | Hayes A. F. ( 2013). Introduction to mediation, moderation and conditional process analysis: A regression-based approach. New York: Guilford Press. |
| 33 | Hayes, A. F . ( 2015). An index and test of linear moderated mediation. Multivariate Behavior Research, 50( 1), 1-22. |
| 34 | Hubert M., Blut M., Brock C., Backhaus C., & Eberhardt T . ( 2017). Acceptance of smartphone-based mobile shopping: Mobile benefits, customer characteristics, perceived risks, and the impact of application context. Psychology & Marketing, 34( 2), 175-194. |
| 35 | Hedgcock W. M., Rao R. S., & Chen H. A . ( 2016). Choosing to choose: The effects of decoys and prior choice on deferral. Management Science, 62( 10), 2952-2976. |
| 36 | Hsee, C., & Rottenstreich, Y . ( 2004). Music, pandas, and muggers: On the affective psychology of value. Journal of Experimental Psychology, General, 133( 1), 23-30. |
| 37 | Huang M. X., Yao S. Y., & Liu M. H . ( 2018). Self-enhancing or self-deprecating: How can celebrity endorsement enhance the marketing effectiveness of advertisements in social media. Acta Psychologica Sinica, 50( 8), 907-919. |
| [ 黄敏学, 姚舜禹, 刘茂红 . ( 2018). 自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果. 心理学报, 50( 8), 907-919] | |
| 38 | Jing M., Zhou Y., & Wang F. H . ( 2007). Empirical study on online shopping perceived risk. Journal of Systems & Management, 16( 2), 164-169. |
| [ 井淼, 周颖, 王方华 . ( 2007). 网上购物感知风险的实证研究. 系统管理学报, 16( 2), 164-169.] | |
| 39 | Kahneman, D. ( Ed) ( 2011). Thinking fast and slow. London, UK, Penguin Books Ltd. |
| 40 | Kozinets, R. V . ( 2016). Amazonian forests and trees: Multiplicity and objectivity in studies of online consumer-generated ratings and reviews, A commentary on de Langhe, Fernbach, and Lichtenstein. Journal of Consumer Research, 42( 6), 834-839. |
| 41 | Kotler, P., & Keller, K. L . ( 2009). A framework for marketing management (4 Auflth ed.). Upper Saddle River: Pearson. |
| 42 | Lichtenstein, D. R., Ridgway, N. M. & Netemeyer, R. G . ( 1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30( 2), 234-245. |
| 43 | Lichters M., Brunnlieb C., Nave G., Sarstedt M., & Vogt B . ( 2016). The influence of serotonin deficiency on choice deferral and the compromise effect. Journal of Marketing Research, 53( 2), 183-198. |
| 44 | Liu H. Y., Li A. M., Wang, H. Z. & Wei, H. Y. ( 2012). The effect of promotion types on consumers’ purchase decisions: From the perspective of construal level theory. Acta Psychologica Sinica, 44( 8), 1100-1113. |
| [ 刘红艳, 李爱梅, 王海忠, 卫海英 . ( 2012). 不同促销方式对产品购买决策的影响——基于解释水平理论视角的研究. 心理学报, 44( 8), 1100-1113.] | |
| 45 | Li X. M., & Fu, X. L . ( 2006). The choice deferral in decision making. Journal of Psychological Science. 29( 1), 127-129. |
| [ 李晓明, 傅小兰 . ( 2006). 决策中的延迟选择行为. 心理科学, 29( 1), 127-129.] | |
| 46 | Li X. M., Ye Q. L., & Yang G. Q . ( 2017). The lack of dominance and choice deferral: Choosing to defer to cope with the feeling of being out of control. Journal of Social Psychology, 157( 6), 754-765. |
| 47 | Mallapragada G., Chandukala S. R., & Liu Q . ( 2016). Exploring the effects of "what" (product) and "where" (website) characteristics on online shopping behavior. Journal of Marketing, 80( 2), 21-38. |
| 48 | Mathwick C., Malhotra N., & Rigdon E . ( 2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77( 1), 39-56. |
| 49 | Metcalfe, J., & Mischel, W . ( 1999). Hot/cool-system analysis of delay of gratification: Dynamics of willpower. Psychological Review, 106( 1), 3-19. |
| 50 | Mochon, D. ( 2013). Single-option aversion. Journal of Consumer Research, 40( 3), 555-566. |
| 51 | Mosteller J., Donthu N., & Eroglu S . ( 2014). The fluent online shopping experience. Journal of Business Research, 67( 11), 2486-2493. |
| 52 | Mourali M., Yang Z. Y., Pons F., Hassay D . ( 2018). Consumer power and choice deferral: The role of anticipated regret. International Journal of Research in Marketing, 35( 1), 81-99. |
| 53 | Novak T. P., & Hoffman, D. L . ( 2009). The fit of thinking style and situation: New measures of situation-specific experiential and rational cognition. Journal of Consumer Research, 36( 1), 56-72. |
| 54 | Oviatt S., Cohen A., Miller A., Hodge K., & Mann A . ( 2012). The impact of interface affordance on human ideation, problem solving and inferential reasoning. ACM Transactions On Computer Human Interaction, 19( 3), 1-22. |
| 55 | Peck, J., & Johnson, J. W . ( 2011). Autotelic need for touch, haptics, and persuasion: The role of involvement. Psychology & Marketing, 28( 3), 222-239. |
| 56 | Pejsachowicz, L., & Toussaert, S . ( 2017). Choice deferral, indecisiveness and preference for flexibility. Journal of Economic Theory, 170, 417-425. |
| 57 | Preacher K. J., Rucker D. D., & Hayes A. F . ( 2007). Addressing moderated mediation hypotheses: Theory, methods and prescriptions. Multivariate Behavioral Research, 42( 1), 185-227. |
| 58 | Rassin, E., & Muris, P . ( 2005). Indecisiveness and the interpretation of ambiguous situations. Personality and Individual Differences, 39( 7), 1285-1291. |
| 59 | Roselius, T. ( 1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35( 1), 56-61. |
| 60 | Shafir E., Simonson I., & Tversky A . ( 1993). Reason-based choice. Cognition, 49( 1-2), 11-36. |
| 61 | Shen H., Zhang M., & Krishna A . ( 2016). Computer interfaces and the “direct-touch” effect: Can iPads increase the choice of hedonic food? Journal of Marketing Research, 53( 5), 745-758. |
| 62 | Sloman, S. A . ( 1996). The empirical case for two systems of reasoning. Psychological Bulletin, 119( 1), 3-22. |
| 63 | Sloman S. A. ( 2002). Two systems of reasoning. In T. Gilovich, D. Griffin, & D. Kahneman (Eds.), Heuristics and biases: The psychology of intuitive judgment (pp. 379-396). Cambridge: Cambridge University Press. |
| 64 | Sohn S., Seegebarth B., & Moritz M . ( 2017). The impact of perceived visual complexity of mobile online shops on user's satisfaction. Psychology & Marketing, 34( 2), 195-214. |
| 65 | Stanovich, K. E., & West, R. F . ( 2000). Individual differences in reasoning: Implications for the rationality debate. Behavioral and Brain Sciences, 23( 5), 645-726. |
| 66 | Sun Y., Li S., Yin X. L . ( 2007). Two systems in decision-making and reasoning: Heuristic system and analytic system. Advances in Psychological Science, 15( 5), 721-726. |
| [ 孙彦, 李纾, 殷晓莉 . ( 2007). 决策与推理的双系统——启发式系统和分析系统. 心理科学进展, 15( 5), 721-726.] | |
| 67 | Wang J. H., Malthouse E. C., & Krishnamurthi L . ( 2015). On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing, 91( 2), 217-234. |
| 68 | Zhao M., Hoeffler S., & ZauberMan G . ( 2011). Mental simulation and product evaluation: The affective and cognitive dimensions of process versus outcome simulation. Journal of Marketing Research, 48( 5), 827-839. |
| 69 | Zhao X. S., Lynch J. G., & Chen Q. M . ( 2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37( 2), 197-206. |
| 70 | Zhu H. W., Zhang Y. Y., & Gong X . ( 2017). Does company’s humor resolve consumer complaining: The match of humor types and relationship norms. Acta Psychologica Sinica, 49( 4), 526-538. |
| [ 朱华伟, 张艳艳, 龚璇 . ( 2017). 企业幽默能否化解消费者抱怨: 幽默类型与关系范式的匹配. 心理学报, 49( 4), 526-538.] |
相关文章 2
| [1] | 耿晓伟, 刘丹, 牛燕华. 分析思维降低情感预测影响偏差[J]. 心理学报, 2020, 52(10): 1168-1177. |
| [2] | 李晓明;谢佳. 偶然情绪对延迟选择的影响机制[J]. 心理学报, 2012, 44(12): 1641-1650. |
PDF全文下载地址:
http://journal.psych.ac.cn/xlxb/CN/article/downloadArticleFile.do?attachType=PDF&id=4442
