认知需求在消费选项、时间与决策规避行为之间的调节

The Moderate Effect of Cognitive Needs on the Options,Time and Decision Aversion for Consumers

本研究以中学教师为被试,采用问卷调查的形式对选项数量、时间压力对消费者决策规避的影响以及消费者个体的认知需求水平在此过程中起到的作用进行研究。结果发现,选项数量为1比选项数量为2时消费者更倾向于规避决策;时间压力存在比时间压力不存在时消费者更倾向于规避决策。并且,个体的认知需求水平在选项数量与决策规避的关系中起到了调节作用。认知需求高的消费者的决策规避在两种选项数量之间差异较大,而认知需求低的消费者则差异较小。

By using a questionnaire survey method,the present research explored the impact of time pressure and the number of options on consumer’s decision aversion,and the role of cognitive need in this process.The results showed that the number of options and time pressure both have significant effects on consumer’s decision aversion.When there is only one option,consumers are more likely to avoid decision-making than when there are two options.And,when the time pressure exists,consumers are more likely to avoid decisionmaking than when there is no time pressure.Individual’s cognitive need was also found having a moderating effect on the relationship between the number of options and decision aversion.For the consumers who are high in cognitive need,the number of options has significant effects on decision aversion;while for those who are low in cognitive need,the effect size is relatively small.