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• W3145580423 abstract "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 aUtype trend, but that between decision satisfaction and the number of travel options there is an invertedUtrend. 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 sayingthe 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 bytoo 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." @default.
• W3145580423 created "2021-04-13" @default.
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• W3145580423 date "2014-01-01" @default.
• W3145580423 modified "2023-09-26" @default.
• W3145580423 title "Are More Options Better?A Study of Choice Overload in Tourism" @default.
• W3145580423 hasPublicationYear "2014" @default.
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