选择越多越好吗?旅游情境中的选择过载效应研究  

Are More Options Better?A Study of Choice Overload in Tourism

作　　者：胡家镜[1,2] 张梦[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]四川农业大学,四川都江堰611830

出　　处：《旅游学刊》2014年第12期14-21,共8页Tourism Tribune

基　　金：国家自然科学基金(71372207);中央高校基本科研业务费专项资金(JBK130406);四川省高校人文社科重点研究基地西部旅游发展研究中心;四川省旅游局旅游经济研究基地共同资助~~

摘　　要：过量的产品选择会诱发决策过程的负面情绪体验,导致选择过载效应,这一现象日益引起学术界的关注。研究以携程旅行网在线旅游产品为例,通过两个情境模拟实验,探讨旅游产品选择过载效应,分析不同数量选择集内消费者决策规避行为和决策满意度的差异,并进一步考察消费者认知需求水平对选择过载效应的调节作用。研究发现:(1)旅游产品选择数量存在过载临界值。旅游者的决策规避行为随旅游产品选择数量呈U形变化,决策满意度则随旅游产品选择数量呈倒U形变化。(2)不同决策行为旅游者的决策满意度在不同选择集内存在显著差异。(3)认知需求会改变过载临界值,并调节不同选择集内旅游者的决策满意度。Both sellers and buyers can benefit from diversity of products, so it is generally agreed that the more product or service options there are the better a market is. However, too many options will induce negative emotions in the decision- making process, resulting in the so- called Choice Overload Effect, an outcome that has been given increasing attention in recent research. Using the on-line travel products displayed on Ctrip as examples, the choice overload effect is discussed in this paper through two sets of scenario experiments. In these scenarios the differences in tourist decision aversion and decision satisfaction under different option sets are examined. Lastly, the choice overload adjustments made by tourists at various levels of the need for cognition are discussed.The findings are as follows：（1） The relationship between decision aversion behavior and the number of travel options follows a＂U＂type trend, but that between decision satisfaction and the number of travel options there is an inverted＂U＂trend. This means there is an overload threshold in the number of travel options. In the normal option set（within the overload threshold）, the probability of decision aversion decreases with increased options, and decision satisfaction levels are raised when there are more options. This is consistent with the saying＂the more options the better＂. However, in the overload option set（beyond the overload threshold）, the probability of decision aversion increases with the number of options available, and decision satisfaction decreases in line with this number. This is encapsulated by＂too many choices equals no choice＂.（2） Between the option sets there are significant differences in the levels of decision satisfaction for tourists with different decision-making behaviors. In the normal option set, tourists can easily fulfill their decision targets. Those that actually buy will have a higher level of decision satisfaction when they obtain their desired products; thus actual buyers h

关 键 词：选择过载 决策规避 决策满意 认知需求 

分 类 号：F590[经济管理—旅游管理]