信息过载对消费者不持续搜索意愿的影响机制研究——以在线酒店预订为例

Research on the Influence Mechanism of Information Overload on Consumers' Discontinuous Search Intention: Taking Online Hotel Reservation as an Example

以SSO模型为研究框架构建信息过载经由心理抗拒和情感负荷作用于不持续搜索意愿的链式中介模型,并在问卷调查的基础上实证分析信息过载对不持续搜索意愿产生影响的心理路径和情感路径,结果表明:(1)信息过载显著正向影响不持续搜索意愿;(2)心理抗拒和情感负荷分别在信息过载与不持续搜索意愿之间起着部分中介作用,且情感负荷的中介作用强于心理抗拒;(3)心理抗拒和情感负荷在信息过载对不持续搜索意愿的正向影响中存在链式中介作用。

Taking the SSO model as the research framework,this paper constructs a chain mediation model that information overload acts on discontinuous search intention through psychological reactance and affective overload,so as to find out the psychological and affective paths that information overload affects discontinuous search intention.The results show that:(1)Information overload has a significant positive effect on the discontinuous search intention;(2)Psychological reactance and affective overload play an partial mediating role between information overload and discontinuous search intention,and affective overload plays a stronger mediating role than psychological reactance;(3)Psychological reactance and affective overload play a chain mediating role in the positive effect of information overload on the discontinuous search intention.