“单一选项”的延迟效应:基于多重中介模型  

A deferral effect of single-option:A model based on multiple mediators

作　　者：刘建新[1,2] 范秀成 李研[3] LIU Jianxin;FAN Xiucheng;LI Yan(College of Economics and Management,Southwest University,Chongqing 400715,China;School of Management,Fudan University,Shanghai 200433,China;College of Business Administration,Capital University of Economics and Business,Beijing 100070,China)

机构地区：[1]西南大学经济管理学院,重庆400715 [2]复旦大学管理学院,上海200433 [3]首都经济贸易大学工商管理学院,北京100070

出　　处：《管理工程学报》2021年第3期1-12,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71832002);教育部人文社科资助项目(18YJC630096);中国博士后科学基金资助项目(2018M640347)。

摘　　要：消费者经常面对“单一选项”困境,这会增加消费者的决策复杂性和态度矛盾性,导致消费者延迟购买甚至放弃购买,即所谓的“单一选项厌恶效应”。但已有的研究认为“单一选项厌恶”是由于消费者存在信息搜寻心理所致,而没有全面从消费者“心理占有”和“选择自由”分析“单一选项”选择心理,显然存在情境效应和理论透视不够的问题。本研究认为“单一选项”较之于“多个选项”更容易导致消费者唤醒,而这种心理唤醒会激活消费者“占有”意识和“自由”意识,并最终会影响消费者的延迟选择意愿。通过3个实验,研究发现:(1)“单一选项”较之于“多个选项”更容易促发消费者的延迟选择意愿;(2)“单一选项”影响消费者延迟选择意愿存在多重中介机制,例如“单一选项→心理唤醒→心理所有权→延迟选择”和“单一选项→心理唤醒→心理抗拒感→延迟选择”等;(3)自我建构会直接调节消费者心理唤醒对心理所有权与心理抗拒感的影响,并最终影响消费者的延迟选择意愿。该研究结论不仅对深化和完善消费者情境效应、心理所有权理论和心理抗拒理论等有重要的理论意义,而且对厂商正确陈设商品数量、增强促销效果和消费者理性看待“单一选项”、提高消费水平有重要的实践意义。Many consumers are usually subjective to "single-option"dilemma in which "only one"left,which will increase their decision-making complication and attitude ambivalence,finally resulting in their purchase deferral or even abandonment of purchase,so called "single-option aversion effect",and with the growing prevalence of consumption delicacy,this effect will become more and more obvious. Prior work,however,thought that this effect took place in that these consumers resulted from information-search or psychological contamination and lacked the analysis completely from consumers’ "psychological possession"or "choice freedom"perspective,which obviously generates some problems such as poorer situation fitting,weaker explanation mechanism and more inadequate cross-culture test. To the extent to which,this affects the theoretical integrity and the practical guidance of choice situation effect.On the basis of consumer behavior theory such as psychological arouse theory,psychological ownership theory and psychological reactance theory and so on,the article deeply explores the internal mechanism and boundary conditions of "single-option aversion effect". Specifically,when facing"the single-option"( vs. "multiple-option"),many consumers will generate psychological arouse in that their psychological schema is destroyed,which in turn will prompt their "possession awareness "and "freedom awareness ",further will give rise to psychological ownership and psychological reactance respectively,which eventually affects jointly consumer willingness of choice deferral with the former as a negative role and the later as a positive role respectively. However,this influential procedure will still be moderated by consumers’ self-construal,namely consumers with independent self-construal more easily yield psychological ownership and in turn decrease consumers willingness of choice deferral,while consumers with interdependent selfconstrual more easily yield psychological reactance and in turn increase consumers willingness of choice def

关 键 词：单一选项 心理唤醒 心理所有权 心理抗拒感 延迟选择 

分 类 号：F713[经济管理—产业经济]