本研究通过三个实验探索思维模式是否影响消费者的渠道迁徙意愿以及可行性的调节作用和影响机制。结果发现：（1）相比于满意型思维模式个体,最大化思维模式个体的渠道迁徙意愿更高。（2）当可行性低时,最大化思维模式个体的渠道迁徙意愿高于满意型思维模式个体;当可行性高时,二者没有显著差异。（3）心智锁定中介可行性对思维模式和渠道迁徙意愿间关系的调节作用：当可行性低时,最大化思维模式个体的心智锁定显著低于满意型思维模式个体,进而有更高的渠道迁徙意愿;当可行性高时,前述中介效应不存在。本研究扩展了思维模式在消费者行为领域的影响,丰富了消费者渠道迁徙行为前因变量,有助于在移动互联网时代发现消费者的渠道迁徙规律。
Abstract
With the development of mobile internet technology and multiple channels available for consumers, the study of consumers' channel migration intention has become a hot topic in the field of consumer behavior. Past studies on the antecedents of consumers' channel migration intention were mainly conducted within the framework of channel attributes, product classification, consumer characteristics, and demographics. However, the effect of consumers' mind-set on channel migration intention remains unclear. Since consumers' maximizing/satisficing mind-set is a main influence factor of decision-making among consumers, it is of great significance to investigate the causal relationship between maximizing/satisficing mind-set and channel migration intention, as well as its boundary and psychological mechanisms.
According to prior literature, consumers' mind-sets can be stimulated to engage in maximizing or satisficing by contextual factors. For consumers with maximizing mind-set, they intend to achieve the best outcome while making decisions by searching and comparing more options. After searching online, they may migrate to the offline channel to expand their option set and purchase here. In contrast, consumers with satisficing mind-set may decide to purchase when they encounter an option they may accept. They may feel that the online channel they used to search for information is enough to meet their purchasing need, for which they are not likely to migrate to offline channel for consumption. With this in mind, we predict that consumers with maximizing mind-set will have higher channel migration intention than those with satisficing mind-set. Moreover, previous research found that consumers with maximizing or satisficing mind-set don't vary in the importance they place on desirability, but the latter are less likely to sacrifice feasibility when pursuing the same goal than the former. Therefore, under the circumstance of low feasibility, compared to consumers with satisficing mind-set, those with maximizing mind-set may have lower cognitive lock-in because they have a lower preference for minimizing their cost, and then, they have higher channel migration intention. Under the circumstance of high feasibility, consumers with maximizing or satisficing mind-set do not vary by their preference for minimizing their cost and are not different in cognitive lock-in and channel migrant intention. Viewed collectively, we predict that cognitive lock-in mediates the moderate effect of feasibility on the influence of consumers' mind-set on channel migration intention.
Three experiments were conducted to test the assumptions. Experiment 1 was designed to provide preliminary evidence for the effect of consumer mind-set on channel migration intention. Participants were randomly assigned to one of two conditions (maximizing vs. satisficing) in a between-subject design. Then, they rated their channel migration intention. The results showed that participants with maximizing mind-set had higher channel migration intention than those with satisficing mind-set. Experiment 2 used 2 (consumer mind-set: maximizing vs. satisficing) × 2 (feasibility: high vs. low) between-subject design to test the moderating role of feasibility. After being randomly assigned to the high or low feasibility condition, we used the same method to manipulate consumers' mind-set and measure channel migration intention as in experiment 1. The result showed that consumers' mind-set affected channel migration intention under low feasibility condition but not high feasibility condition. Experiment 3 aimed to explore the mediating role of cognitive lock-in in that moderating effect above, and it was the same as experiment 2 with two exceptions. First, we utilized a new method to manipulate consumers' mind-set to address the question of generalizability in experiment 1 and 2. Second, participants rated their cognitive lock-in after rating their channel migration intention. The results showed the same moderated mediation effect as expected.
关键词
思维模式 /
可行性 /
心智锁定 /
渠道迁徙意愿
Key words
mind-set /
feasibility /
cognitive lock-in /
channel migration intention
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基金
*本研究得到国家自然科学基金应急项目（71840009）、国家自然科学基金重点项目（71832008）、上海市科技创新行动计划软科学项目（20692100800）和上海市科技创新行动计划软科学重点项目（21692181000）的资助
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