产品排列方式对消费者厌腻感的影响

The influence of product arrangement on consumers′satiation

消费者的习惯消费行为导致消费者产生厌腻感,从而造成其体验与消费者过程的享乐程度降低。因此,如何避免消费者在接受重复消费刺激时导致的厌腻感是商家亟待解决的问题。以往关于解决消费者厌腻感的主要措施在于提供多样化的产品选择,然而这就要求商家花费时间与成本提供额外的产品类型供消费者选择。本研究旨在探究是否可以通过简单的改变产品环境线索有效干扰消费者厌腻感的形成。有鉴于此,本研究以选择集产品的不同排列方式为研究对象,重点探讨其对消费者厌腻感的影响作用及其内在机制。本研究通过五个实验,探究产品排列方式如何影响消费者产品浏览过程中的厌腻感形成。实验1通过线上问卷形式初步验证了产品非系统排列相比产品系统排列方式会降低消费者厌腻感的形成速度;实验2采用实验室实验且进一步更改实验所用刺激物重复了实验1的研究结论,进一步验证了主效应的稳健性;实验3通过实验室实验验证了感知流畅性与多样性感知在产品排列方式对于厌腻感影响关系中起序列中介作用,即产品非系统排列会导致消费者对于选项集选项信息加工有更低的流畅性,从而导致其多样性感知增加,进一步降低了消费者厌腻感;而实验室实验4与实验5分别证明了选择集大小的调节作用以及搜索类型的边界条件。本研究拓展了产品排列方式与消费者厌腻感的相关理论,也为商家合理运用产品环境线索降低消费者厌腻感提供了实践指导。

Consumers′habitual consumption behavior leads to consumers′sense of boredom,which reduces the enjoyment of their experience and the process of consumers.Therefore,how to avoid the rapid increase of consumers′sense of boredom caused by repeated consumption is an urgent problem for merchants to solve.In the past,the main measure to solve consumers′boredom is to provide diversified product choices,which requires businesses to spend a certain amount of time and cost to provide additional product types for consumers to choose.However,this study aims to explore whether simple changes in product environmental cues can effectively interfere with the formation of consumers′sense of boredom.This study focuses on the effect of different arrangement modes of selection set products on consumers′sense of boredom and its internal mechanism.In this study,five experiments were conducted to explore how the arrangement of products affects the formation of consumers′sense of boredom during product browsing.In Experiment 1,an online questionnaire was used to preliminarily verify that non-systematic arrangement of products can reduce the forming speed of consumers′sense of boredom compared with systematic arrangement of products;Experiment 2 used a laboratory experiment and further changed the stimulus used in the experiment to repeat the conclusion of Experiment 1,which further verified the robustness of the main effect;Experiment 3 verified the sequential mediating effect of perceived fluency and perceived diversity on the relationship between product arrangement and cloying sensation through laboratory experiments,non-systematic arrangement of products will lead to consumers′lower fluency in processing option information of option set,which will lead to increased perception of diversity and further reduce consumers′sense of boredom;Experiment 4 and Experiment 5 respectively prove the moderating effect of selection set size and the boundary conditions of search type.This study expands the theories related to product arrangement and consumers′sense of boredom,and also provides practical guidance for merchants to reasonably use product environmental cues to reduce consumers′sense of boredom.