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论文编号：	9299
作者编号：	1120130801
上传时间：	2017/6/19 20:46:31
中文题目：	决策中断对消费者选择的折中效应影响的研究
英文题目：	Research on the Influence of Decision Interruption on Compromise Effect in Consumer Choice-making
指导老师：	李东进
中文关键字：	决策中断；折中效应；好奇；熟悉度
英文关键字：	Decision Interruption; Compromise Effect; Curiosity; Familiarity
中文摘要：	中断已经成为了人们日常生活的组成部分。人们一天的工作安排会多次被“意料之外”的任务所中断。消费者在犹豫是否应该购买眼下这件商品时，一则来自亲友的电话或者微信可能中断了他的决策。伴随着中断的频发，人们相比以往能够更多的体验到多重任务处理。根据自己的直觉，人们总习惯上认为中断是不好的，因为其存在大量的负面效用。为了应对中断引发的破坏性结果，研究者们也在思考“如何尽可能的缩短不必要中断的过程，并促使人们更快的回到主任务当中”；即避开不必要的干扰，保持对主任务的关注。消费者行为领域的中断研究目前才刚刚起步。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，试图构建较为完整的决策中断对折中效应的影响模型，探究如何利用中断来影响消费者决策。本研究将围绕如下三个问题进行展开：决策中断如何影响最终的折中效应、该影响的内在机制是如何、有哪些因素调节了上述内在影响。本研究通过七个实验对上述问题给予了一一论证。实验一探讨了决策中断如何影响最终的折中效应。实证结果表明，中断发生时间会对折中效应产生差异化的效果。当中断发生在阅读选项信息前时（vs.无中断），决策中断将强化折中效应，促使消费者更多的选择中间选项；当中断发生在决策之前时（vs.无中断），决策中断将削弱折中效应，促使消费者更多的选择极端选项。实验二探讨了决策中断对折中效应影响的内在机制。研究发现，当中断发生在阅读选项信息前，决策中断（呈现与否）对折中效应的强化作用受到好奇的中介；即决策中断引发了消费者的好奇感，在好奇的作用下，更多的认知资源和注意力将被调用，决策的精细化程度会增加，最终增加折中产品的选择份额。当中断发生在最终决策前（阅读选项信息后），决策中断（呈现与否）对折中效应的削弱作用受到熟悉度的中介；因为当消费者执行完中断任务回到原决策任务时，中断前对于全部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。实验三、四探讨了好奇在决策中断和折中效应关系中的中介效应受到哪些因素的调节。研究三、四的结果表明：（1）认知需求在决策中断对折中效应影响中的调节作用被好奇所中介；好奇是被调节的中介变量。具体而言，当消费者的认知需求水平较低时，好奇的中介效应成立；当消费者的认知需求水平较高时，好奇的中介效应不存在。（2）好奇在决策中断对折中效应影响中的中介作用受到信息呈现方式的调节；当选择集中的产品信息以数字形式呈现时，好奇中介了决策中断对折中效应的影响；当选择集中的产品信息以图形形式呈现时，好奇在决策中断对折中效应影响中的中介效应不显著。实验五、六、七探讨了熟悉度在决策中断和折中效应关系中的中介效应受到哪些因素的调节。研究五、六、七的结果表明：（1）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。（2）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而言，熟悉度的中介效应不成立。（3）自我建构调节了熟悉度在决策中断和折中效应关系中的中介效应，且该调节效应受到决策对象的再次调节；当消费者为自己做决策时，熟悉度在决策中断对折中效应负面影响的中介作用被自我建构调节；当消费者为他人做决策时，自我建构对熟悉度中介作用的调节效果不显著。
英文摘要：	Interruption has been an indispensable part of people’s daily life. A day’s schedule may be frequently interrupted by “unexpected” tasks. When a consumer is hesitating whether it is proper to buy the clothes in hand, a message from Wechat or a phone call from relatives or friends could probably interrupt his or her decision. With the frequent occurrences of interruption, people tend to experience more about multitasking than they do before. Based on their instinct, people traditionally think that interruption is always an unpleasant matter considering its huge negative effects. In order to deal with the destructive results which interruption induces, researchers are now thinking about “how to reduce the distraction time span caused by interruption as much as possible and how to impel them back to the main task much faster”, in other words, how to avoid unnecessary disturbance and make them stay focused on the main task. Research on interruption within the field of consumer behavior is just getting started. 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 and probes into how to utilize interruption to affect a consumer’s decision. This study is elaborated centering on the following three questions. First, how does decision interruption influence the ultimate compromise effect? Second, what is the mechanism of such influence? And third, what factors moderate the inner influence mentioned above. This study gives clear demonstrations on those questions through seven experiments. Experiment 1 discusses how decision interruption influences the final compromise effect. The results show that the time at which interruption happens will lead to differential consequence on compromise effect. When the interruption occurs before reading option information (VS. no interruption), decision interruption will enhance compromise effect thus promote the consumer to make the medial option. When the interruption occurs before making decision (VS. no interruption), decision interruption will diminish compromise effect, which makes consumers choose the extremely alternative. Experiment 2 probes into the mechanism of the influence that decision interruption makes on compromise effect. Research shows that when interruption happens before reading option information, the enhancement of decision interruption (presents or not) acting on compromise effect will be mediated by curiosity. That is to say, decision interruption triggered the curiosity inside the consumer and more cognitive resource and attention will be deployed under such curiosity. Hence, the degree of decision refinement will increase and this will ultimately add the option share of compromise products. When interruption occurs before the final decision (after reading option information), the diminishment of decision interruption (presents or not) acting on compromise effect will be 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. Experiment 3 and 4 investigate the factors that moderate the mediation of curiosity in the relation of decision interruption and compromise effect. The results show that, firstly, the moderation of cognitive need is mediated by curiosity during the process of decision interruption influencing compromise effect. Curiosity is the moderated mediation. Specifically speaking, when the level of cognitive need of the consumer is low, the mediation of curiosity is working; while the cognitive need of the consumer is at a high level, curiosity as a mediator doesn’t play its role. Secondly, the mediation of curiosity in decision interruption influencing compromise effect is moderated by the way in which the information is presented. When the product attribute information in the consider set is presented by numbers, curiosity mediates the influence of decision interruption on compromise effect. When the product property information is presented in graphical mode, curiosity plays little part to mediate decision interruption‘s influence on compromise effect. Experiment 5, 6 and 7 talks about the factors that moderate the mediation of familiarity in the influence of decision interruption on compromise effect. The results from the above three experiments show that, firstly, 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. Secondly, 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. Thirdly, self-construal moderates the mediation of familiarity in the relationship between decision interruption and compromise effect, and such moderation is further moderated by the decision object; when the consumer makes decisions for himself or herself, the mediation of familiarity is moderated by self-construal in the influence of decision interruption on compromise effect; when the consumer is making decisions for others, the moderation of self-construal is not obvious to the mediation of familiarity.
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