CAJ | 학술논문

过量的产品选择会诱发决策过程的负面情绪体验,导致选择过载效应,这一现象日益引起学术界的关注。研究以携程旅行网在线旅游产品为例,通过两个情境模拟实验,探讨旅游产品选择过载效应,分析不同数量选择集内消费者决策规避行为和决策满意度的差异,并进一步考察消费者认知需求水平对选择过载效应的调节作用。研究发现：（1）旅游产品选择数量存在过载临界值。旅游者的决策规避行为随旅游产品选择数量呈U形变化,决策满意度则随旅游产品选择数量呈倒U形变化。（2）不同决策行为旅游者的决策满意度在不同选择集内存在显著差异。（3）认知需求会改变过载临界值,并调节不同选择集内旅游者的决策满意度。
과량적산품선택회유발결책과정적부면정서체험,도치선택과재효응,저일현상일익인기학술계적관주。연구이휴정여행망재선여유산품위례,통과량개정경모의실험,탐토여유산품선택과재효응,분석불동수량선택집내소비자결책규피행위화결책만의도적차이,병진일보고찰소비자인지수구수평대선택과재효응적조절작용。연구발현：（1）여유산품선택수량존재과재림계치。여유자적결책규피행위수여유산품선택수량정U형변화,결책만의도칙수여유산품선택수량정도U형변화。（2）불동결책행위여유자적결책만의도재불동선택집내존재현저차이。（3）인지수구회개변과재림계치,병조절불동선택집내여유자적결책만의도。
Both sellers and buyers can benefit from diversity of products, so it is generally agreed that the more product or service options there are the better a market is. However, too many options will induce negative emotions in the decision- making process, resulting in the so- called Choice Overload Effect, an outcome that has been given increasing attention in recent research. Using the on-line travel products displayed on Ctrip as examples, the choice overload effect is discussed in this paper through two sets of scenario experiments. In these scenarios the differences in tourist decision aversion and decision satisfaction under different option sets are examined. Lastly, the choice overload adjustments made by tourists at various levels of the need for cognition are discussed.The findings are as follows：（1） The relationship between decision aversion behavior and the number of travel options follows a＂U＂type trend, but that between decision satisfaction and the number of travel options there is an inverted＂U＂trend. This means there is an overload threshold in the number of travel options. In the normal option set（within the overload threshold）, the probability of decision aversion decreases with increased options, and decision satisfaction levels are raised when there are more options. This is consistent with the saying＂the more options the better＂. However, in the overload option set（beyond the overload threshold）, the probability of decision aversion increases with the number of options available, and decision satisfaction decreases in line with this number. This is encapsulated by＂too many choices equals no choice＂.（2） Between the option sets there are significant differences in the levels of decision satisfaction for tourists with different decision-making behaviors. In the normal option set, tourists can easily fulfill their decision targets. Those that actually buy will have a higher level of decision satisfaction when they obtain their desired products; thus actual buyers have a higher level of decision satisfaction than those with decision aversion. However, in the overload option sets, the increased number of options can hinder the implementation of decision targets, so tourists tend be decision averse in order to weaken the likelihood of negative experiences, and subsequently to get a relatively high satisfaction level in decision making should the outcome be positive. As a result, tourists with decision aversion will gain a higher level of satisfaction than actual buyers in the end.（3） The need for cognition can change threshold values and moderate consumer satisfaction level in different option sets. Tourists with a high need for cognition can raise the overload threshold level,while those with a low need for cognition should reduce it. For tourists with different levels of need for cognition, decision satisfaction is significantly different in the above two option sets. That is, within the overload level, decision satisfaction is higher for tourists with a low level of need for cognition than for those with a high level of need. In contrast, outside the threshold level, tourists with a higher level of need for cognition can gain greater decision satisfaction.Based on these results, this paper has enriched the study of tourist choice overload mechanisms and outcomes, and the data obtained will also help suppliers to improve product design, information presentation, and customer management in tourism.