电子商务中的选择超负荷效应研究

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	电子商务中的选择超负荷效应研究
其他题名	The choice overload effect of e-commerce
	马继伟
	2013-05
摘要	随着电子商务的快速发展，网上购物行为受到越来越多的关注。消费者足不出户就可以在网上尽情挑选产品，不仅节约了大量的时间和体力成本，同时也提高了消费者找到满足自我需求的产品的可能性。然而过多的选择同时也给很多消费者带来巨大的困扰，有时即使花费了大量的时间和精力依然在网上无法挑选出让自己满意的产品。选择超负荷效应（choice overload effect)是指当个体面临过多的选项时，即面临较大的选择集时，相较于较小的选择集，会导致更多的负性结果。比如，满意度降低，延迟选择，选择后悔程度提高，对于自我选择的自信心下降，购买行为减少等。以往有大量研究对选择超负荷效应进行了探讨，但无论其研究范式还是实验材料、影响因素的选择上多针对于传统购物，目前关于网络购物的选择超负荷效应的实证研究较少。本研究采取实验室研究方法，模拟网络购物情景，分别从信息搜索阶段和加工阶段探讨选择集大小对消费者决策的影响，以及产品类型和目标确定性的调节作用。研究结果发现：在网络购物环境下，从态度层面上讲，不存在选择超负荷效应，消费者依然偏好大选择集，并且选择满意度和选择自信心水平均高于小选择集；然而在行为层面存在选择超负荷效应，大选择集中消费者消极购买行为更多，更喜欢延时购买；面对同样的选择集出现了态度-行为分离现象。另外研究发现目标确定性对消费决策存在主效用，当消费者目标确定的情况下面对大选择集其选择自信心降低，这一结果支持了期望不确认理论的内在加工机制。关于选择超负荷效应的加工机制，研究发现在网络购物环境下选择集主要是通过影响消费者的期望水平来影响消费者决策的，而认知负荷水平和预期后悔水平对消费者决策影响并不显著。最后研究还发现消费者在网上购买产品时其态度更容易受购买情景的影响，实验操作影响了被试的购买态度，而其最终购买行为受个人特质的显著影响。
其他摘要	With the rapid development of e-commerce, online shopping behavior gets more and more attention. Consumers can justly stay at home to enjoy shopping online. Shopping online not only saves a lot of time and energy costs, but also improves the possibility of consumers finding products to meet their needs. However, the plethora of options also bring great distress to many consumers. Sometimes consumers who have spending a lot of time and effort cannot find the satisfaction to meet their needs. Choice overload effect states that when the individual is faced with too many options, compared to a smaller set of options will lead to more negative results. For example, the lower degree of satisfaction, delaying selection, regret improved ,or the decline in self confidence, buying behavior reduction. A large number of studies in the past were discussed, but the majority were on traditional shopping .The empirical research about choice overload effect of online shopping is few. This research conducted experiments in the lab, to simulation online shopping scenario. This study was to investigate the impact of choice set on consumer decision-making, as well as the regulatory role of the type of product and the target certainty. The resul ts showed that: in the online shopping environment, in terms of the attitude level, consumers still preferred large selection set, and the select satisfaction and the self-confidence were higher than in the small selection set; however in terms of the behavior level. In big choice set there were more negative buying behavior and consumers preferred to delay purchase; There was a phenomenon of attitude - behavior separation in the same choice set. Another finding was the main utility of the target certainty on consumer decision-making, when targeted consumers choose from a large choice set ,they had low self-confidence ,This result supported the mechanism of expectations unconformi ty theory. About the mechanism of choice overload, this study found choice set mainly impacts consumer expectations to influence consumer decision-making. Cognitive load and the anticipated regret did not affect the consumer decision-making significant. At last this study also found that the attitude of consumers to purchase products online more susceptible to scenario, however personal characteristics significantly affected the buying behavior of consumers.
学科领域	应用心理学
关键词	选择超负荷预期后悔期望不确认目标确定性满意度
学位类型	硕士
语种	中文
学位专业	心理学
学位授予单位	中国科学院研究生院
学位授予地点	北京
文献类型	学位论文
条目标识符	http://ir.psych.ac.cn/handle/311026/19639
专题	社会与工程心理学研究室
作者单位	中国科学院心理研究所
推荐引用方式 GB/T 7714	马继伟. 电子商务中的选择超负荷效应研究[D]. 北京. 中国科学院研究生院,2013.

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