消费者调节定向属性的调节效应——消费者喜欢更多的分类吗?

Moderating Effects of Consumers Regulatory Focus in the Light of Assortment:Do Consumers Prefer More Choice

探究产品分类与满意度的真实发生机制,是对产品分类理论的进一步发展和完善,可为零售商权衡产品分类规模与运营成本提供参考。文章以最新的行为动机理论——调节定向原理为切入点,通过两个实验,对消费者调节定向属性对分类规模和满意度的调节作用进行了深入研究。研究发现,分类规模影响消费者的满意度评价,这会受到消费者调节定向的影响。消费者满意度呈先升后降的倒U型关系,分类规模与满意度评价普适性的这种倒U型关系,对于促进调节定向消费者来说,表现得更为明显,而对于防御调节定向消费者来说,这种关系则可能很弱,他们更倾向于有限的产品分类规模。

Exploring the real mechanism of product assortment and satisfaction is the further development and improvement of the theory of product assortment; and it can provide retailers with reference in balancing assortment size against cost of operation. In this paper, the authors present an alternative explanation for when assortment size leads to greater satisfaction with the chosen alternative and actually propose that the impact of assortment size on choice is moderated by regulatory focus. Consistent with our predictions, the inverted-U relationship between assortment size and satisfaction holds primarily for promotion focus individuals. Prevention focus individuals find their chosen alternative more attractive compared to promotion focus individuals when they choose among limited assortment set. This effect is reversed when choosing from an extensive alternative set.