A study on the influence of the size of selection sets on decision satisfaction for online clothing shopping
Against the backdrop of the rapid development of information technology,globalization of markets and increasing business competition,the range of goods and services and the complexity of decision-making that consumers face when making shopping choices have grown significantly.In particular,the rapid growth of e-commerce and the popularization of online shopping have greatly broadened consumers'choice space,while at the same time subverting the traditional shopping paradigm,making it possible to shop regardless of time and location.The accompanying challenge is that along with the dramatic increase in the number of products available,choice overload has gradually become a problem for consumers.The information processing burden brought about by product diversification increases the complexity and time-consuming nature of information screening,comparison and evaluation in the decision-making process.This not only tests consumers'decision-making ability,but sometimes even leads to increased hesitation and difficulty in decision-making.In the face of seemingly unlimited choices,consumer confusion and anxiety may intensify,which may ultimately cause decision fatigue and decreased decision satisfaction.Therefore,in a digital business environment,deep insights into how consumers make choices in the midst of huge amounts of information and how these choices affect their decision satisfaction are of key importance for research and marketing strategy development.In view of this,in order to investigate the impact of selection set size on decision satisfaction in an apparel online shopping scenario,as well as the role of consumer confusion and moderation patterns in this relationship,this study was based on choice overload theory,and a simulated online shopping platform was constructed by using web development technology with 736 online shoppers as subjects.First,the choice overload critical values at which consumer decision satisfaction shifts were clarified by using the logistic regression model.In the context of using shirts and canvas shoes as experimental items,when the number of options in the selection set increased to 15,consumer decision satisfaction reached the highest point,revealing a nonlinear relationship between the number of choices and decision satisfaction.This finding provides an empirical basis for defining the boundaries of consumer choice overload and provides a benchmark for variable setting in subsequent experiments.Further,by designing a controlled experiment and utilizing Model 4 in the SPSS macro,we explored how consumer confusion plays a mediating role in the formation of decision satisfaction under the influence of selection sets of different sizes.The empirical study shows that consumer confusion partially mediates the effect between selection set size on decision satisfaction,revealing the subtle changes in consumers'mental states and decision-making impact when they deal with huge amounts of information.Based on the mediating effect,this study also focuses on how moderation patterns affect the relationship between consumer confusion and decision satisfaction.By utilizing Model 8 in the SPSS macro,it was revealed that the moderation model plays a significant moderating role in the effects of different selection set sizes on decision satisfaction.In particular,the moderating pattern is especially evident in the assessment model,emphasizing the importance of information processing strategies in the decision-making process.In summary,this study provides insights into the changes in consumer decision satisfaction under choice overload by combining empirical research with a simulated online shopping environment.This study not only clarifies the mediating role of consumer confusion,but also explores the moderating role of the moderating mode,which provides insights for apparel companies in formulating product line strategies and implementing marketing.Companies are expected to recognize the existence of the choice overload effect and its impact on the consumer decision-making process,and further attention shall be paid to the management and optimization of their product lines as a way to alleviate the complexity and uncertainty of the consumer's choice,so as to reduce the complexity and uncertainty of consumers'choices,and to improve their overall satisfaction with the results during and after the choice process.Meanwhile,it has practical significance for optimizing the product display and recommendation mechanism of e-commerce platforms,as well as improving consumers'shopping experience.This study reinforces the necessity of paying attention to the psychology of consumer decision-making in marketing strategies,and provides a scientific basis for the apparel industry and other retail sectors to manage product lines and improve customer satisfaction in the digital transformation.
selection set sizedecision satisfactiononline shoppingconsumer confusionmoderation mode
万方数据
维普
