选择超载:形成路径及边界条件  

Selection Overload:Formation Path and Boundary Conditions

作　　者：林让 杨宜苗[1] 夏春玉[1] LIN Rang;YANG Yi-miao;XIA Chun-yu(School of Management,Dongbei University of Finance and Economic,Dalian 116025,China)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《财经问题研究》2020年第9期105-113,共9页Research On Financial and Economic Issues

基　　金：国家自然科学基金项目“消费者感知零售商创新性:结构测量及对感知价值和消费者忠诚的三重作用路径与边界条件研究”(71872030);国家社会科学基金重大项目“新时代流通服务业高质量发展的路径选择与政策体系构建”(18ZDA058)。

摘　　要：“多多益善”还是“过犹不及”?当选择数量增加导致延迟选择的负面结果时,代表“选择超载”效应的产生。通过对文献梳理发现,选择超载的形成路径和边界条件存在研究不足。本文两个实验的结果表明:选择超载是存在的,随着选择数量增加,决策困难水平会提高,结果导致延迟选择。在此过程中,当个体对刺激目标同时存在积极和消极评价时,这种二元化的矛盾态度会对选择超载产生影响,而矛盾态度的调节作用会受知识水平的影响。当知识水平较低时,低矛盾态度者选择数量通过决策困难对延迟选择产生负向影响但不显著,高矛盾态度者选择数量通过决策困难对延迟选择产生显著正向影响;然而,当知识水平较高时,低矛盾态度者选择数量通过决策困难对延迟选择产生显著正向影响,高矛盾态度者选择数量通过决策困难对延迟选择产生显著负向影响。本文补充和拓展了选择超载理论,并为企业如何根据消费者特征设计产品数量及陈列提供实践指导。‘More is better?’or‘too much’?When the increase in the number of choices leads to negative results such As delayed choices,it represents the occurrence of‘choice overload’effects.Through literature review,it is found that there is a lack of research on the selection of the formation path and boundary conditions of overload.The results of two experiments in this paper show that there is a choice overload,as the number of options increases,the level of decision difficulty will increase,resulting in choice deferral.In this process,when the individual has both positive and negative evaluations of the stimulus target,this dualistic contradictory attitude will affect the choice overload,and the moderating effect of the ambivalent attitude will be affected by the level of knowledge.When the level of knowledge is low,people with low ambivalent attitude option number has a negative impact on choice deferral through decision difficulties but is not significant,and people with high ambivalent attitude option number has a significant positive effect on choice deferral through decision difficulties;However,When the level of knowledge is high,people with low ambivalent attitude option number has a significant positive effect on choice deferral through decision difficulties,and people with high ambivalent attitude option number has a significant negative impact on choice deferral through decision difficulties.This article supplements and expands the choice overload theory and provides practical guidance for companies on how to design product quantities and displays based on consumer characteristics.

关 键 词：选择超载 矛盾态度 知识水平 延迟选择 决策困难 

分 类 号：F270[经济管理—企业管理]