中断会削弱消费者选择的折中效应吗? 来自熟悉度的中介作用

Will Interruption undermines the Compromise Effect in Consumer Choice-making? From the Mediating Effect of Familiarity

中断已经成为人们日常生活的组成部分。决策过程中的中断现象,究竟会对决策行为本身或者消费者信息加工带来何种影响仍缺乏深入探讨。本研究以行为决策中常见的折中效应为突破口,构建了决策中断对折中效应的影响模型。通过一系列实验得出如下结论:决策中断将削弱折中效应,促使消费者更多地选择极端选项。上述削弱效应受到熟悉度的中介,因为当消费者执行完中断任务回到原决策任务时,中断前对于决策信息的了解将引发他们的熟悉感,提升他们承担决策风险的能力,最终增加极端产品的选择份额。熟悉度在决策中断对折中效应影响的中介作用被自我建构调节:对于依存型自我建构者,熟悉度中介了决策中断对折中效应的影响;对于独立型自我建构者,熟悉度的中介效应不成立。熟悉度在决策中断对折中效应影响中的中介作用受到决策环境变化的调节:当决策环境不发生变化时,熟悉度中介了决策中断对折中效应的影响;当决策环境发生变化时,熟悉度在决策中断对折中效应影响中的中介效应不显著。最后,本研究依托研究结果探讨了其理论贡献和实践意义。

Interruption has been an indispensable part of people’s daily life. There still lacks further investigation on what impacts the occurrence of interruption will bring during the decision process. This paper, taking compromise effect, which is commonly observed in behavior decision,as a breakthrough point,tries to construct a relatively complete model about the influence of decision interruption on compromise effect. Through a series of experiments,the following conclusions are drawn: decision interruption will diminish compromise effect,which makes consumers choose the extremely alternative. The above diminishment effect is mediated by familiarity. This is because the acquaintance with all the decision information before interruption will trigger their familiarity when consumers get back to the previous decision task after finishing the interruption task,which will promote their ability for undertaking decision risks and add the option share of extremely alternative. The mediation of familiarity concerning the influence of decision interruption on compromise effect is moderated by self-construal. For the interdependent self-construal,familiarity mediates the influence of decision interruption on compromise effect;while,for the independent self-construal,the mediation of familiarity does not work. In addition,familiarity as a mediator in the influence of decision interruption on compromise effect is moderated by the change of decision environment. When the decision environment does not change,familiarity mediates the influence of decision interruption on compromise effect;when the decision environment changes, familiarity does little to mediate the influence of decision interruption on compromise effect. Finally,this paper explores its theoretical contribution and practical significance based on the research results.