数字效应对消费者信息感知的影响——以消费者情境因素为调节变量

The Impact of Numerosity Effect on Consumer Perception of Information——Taking Consumer Situational Factors as Moderator

数字效应是指人们往往将大的数字与大的规模联系在一起,而忽视表达数量信息的单位以及数字所代表的实际意义。受数字效应的影响,消费者对信息的感知会发生变化。文章探究了数字效应影响消费者信息感知的机理,并在此基础上考察了不同维度的消费者情境因素的调节作用。实证研究发现,数字素养和解释水平正向调节数字效应与信息感知之间的关系,认知负荷负向调节数字效应与信息感知之间的关系。

Numerosity effect is that people often relate large- scale with large numbers, and people often neglect the unit which represents the amount of information and the actual meaning of number. Affected by numerosity effect, the information perception of consumer will change. This paper explores the mechanism of information perception which influenced by numerosity effect, and on this basis, it examines the regulation of the different dimensions of consumer situational factors. Empirical studies have found that digital literacy and eonstrual level has the positive impact on information perception, cognitive load has the negative impact on information perception.