其他摘要 | This paper explored the influence mechanism of assortment-size (the number of alternatives and attributes) on choice satisfaction, demonstrated that the competition of the parallel mediating effects between choice-overload-feelings and perceived-variety was one of the reasons for the instability of the choice overload effect, and expounded the way to improve consumer choice satisfaction by manipulating assortment-size.Methods: A total of 613 subjects participated in three experiments of product assortment consumption by using the between-subjects designs. Either the number of alternatives or the number of attributes could have an impact on choice satisfaction; therefore, control-group-invariance-method was used to control irrelevant variable in design stage. In Study 1, assortment-size was manipulated by changing the number of alternatives, and two experimental conditions were set—condition of assortment A (11 attributes, 6 alternatives), and condition of assortment B (11 attributes, 24 alternatives); In Study 2, assortment-size was manipulated in a way to change the number of attributes, and two experimental conditions were set—condition of assortment A (4 attributes, 24 alternatives), and condition of assortment B (12 attributes, 24 alternatives); On the basis of Study 1 and Study 2, I further enlarged the number of alternatives and number of attributes in Study 3, the number of alternatives in the two groups was designed with 48 and 12 respectively while keeping the number of attributes constant but increasing to 13,in a bid to enhance the depth and breadth of the assortment and form two experimental conditions—condition of assortment A (13 attributes, 12 alternatives), and condition of assortment B (12 attributes, 48 alternatives).Results as follows: (1) Assortment-size (the number of alternatives and the number of attributes) significantly positively predicted choice-overload-feelings. On the one hand, the number of alternatives increased to the extent that it significantly positively influenced consumers' choice-overload-feelings; On the other hand, the number of attributes increased to the extent that it significantly positively influenced consumers' choice-overload-feelings; both of the above scenarios significantly aggravated consumers' choice-overload-feelings. (2) Assortment-size (the number of alternatives and the number of attributes) significantly positively predicted perceived-variety. On the one hand, the number of alternatives increased to the extent that it significantly positively influenced consumers' perceived-variety; On the other hand, the number of attributes increased to the extent that it significantly positively influenced consumers' perceived-variety; both of the above scenarios significantly elevated consumers' perceived-variety. (3) Choice-overload- feelings significantly negatively predicted choice satisfaction; Perceived-variety significantly positively predicted choice satisfaction.(4) The direct effect of assortment-size on choice satisfaction was not significant.(5) Choice-overload- feelings was a mediator transmitting the negative impact of the assortment-size (the number of alternatives and the number of attributes) on choice satisfaction.(6) Perceived-variety positively mediated the effect of the assortment-size (the number of alternatives and the number of attributes) on choice satisfaction.Conclusions: (1) Choice satisfaction is contingent on perceived choice cost factors and choice benefit factors. On one hand, choice-overload-feelings pertains to choice cost factor; In scenario with assortment-size (the number of alternatives or attributes) increasing to a certain extent, choice-overload-feelings is aggravated significantly, and choice satisfaction decreases significantly; On the other hand, perceived-variety serves as a choice beneficial factor; With assortment-size (the number of alternatives or attributes) increasing to a certain extent, perceived-variety increases significantly, and choice satisfaction improved significantly.(2) In the absence of direct effect, the competition of the parallel mediating effects between choice-overload-feelings and perceived-variety is one of the reasons for the instability of the choice overload effect. Firstly, if the two mediating effects differ in sign but are of similar magnitude, their sum very well may be zero or nearly so, such that total mediating effect is not statistically significant, consequently, the independent variable has no significant influence on the dependent variable, in this Study, namely assortment-size has no significant influence on choice satisfaction. Secondly, if the positive mediating effect is significant, the negative mediating effect is not; or the positive mediating effect significantly exceeds the negative mediating effect; thus, the total mediating effect is positive and statistically significant, consequently, the independent variable has significant positive influence on the dependent variable, in this Study, namely assortment-size has significant positive influence on choice satisfaction. Finally, if the negative mediating effect is significant, the positive mediating effect is not; or the negative mediating effect significantly exceeds the positive mediating effect; thus, the total mediating effect is negative and statistically significant, consequently the independent variable has significant negative impact on the dependent variable, namely assortment-size has significant negative influence on choice satisfaction, whereby choice overload effect occurs.(3) One way optimizing assortment-size to improve the choice satisfaction of consumer is to either make perceived-variety effect significant, and choice-overload-feelings effect non-significant; or make the effect of perceived-variety significantly exceed the effect of choice-overload-feelings, such that the total indirect effect is significant. |
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