The Effect Of Time Distance,task Complexity And Desirability-Feasibility Trade-off On Consumers Difficulty

Consumer Decision Making is the hot areas of research in the field of organization and Management Psychology study. Because of the variety and complexity of the concept itself, there is lots of complicated factors to affecting Consumer Decision Making. Although a large number of scholar to research it from different standpoints, there are still a blank in the research of consumer difficult choice from time distant perspective. Furthermore, it is the important point to making economic growth that Chinese enterprises improve understanding and service of consumers. At the same time, this research can provide the basis of theory and practice which can advance concepts of rational consumption from consumer. Therefore the academic circle should increase their exploration.Based on the psychological construal Theory, The main method is the situation simulation experiment in this research. This paper has reference some other articles and researches as follows:Goodman and Malkoc(2012):The operation of time distance and desirability-feasibility trade-off in their research methodology. Thomas and Tsai(2011): The operation of the complexities of task in their experiment. Cho(2013)and Thomas(2011): their experiments had measured the difficulty of making a purchase decision when the objectives have psychological reactions.Our research objectives were 240 university students who were randomly chosen from HuNan Normal University. And some data were processed by SPSS and by the analysis of variance. This survey has explored the extent of the affect by 3 factors, which are time distance, desirability-feasibility trade off and task complexity.The research result shows that:(1)The task complexity always has negative influence on the behavior of consumer’s choice. The more complicated of a task to a consumer is, the more difficult for a consumer to make a option.(2)When consumers making their purchase decision, if customers desirability-feasibility trade off for those alternative products, this could increases the difficulty in consumer choice.(3)Time-distance always have positive impact on the consumer choice behavior, which influenced by the complexity of a task and desirability-feasibility trade off. As time distance is increased, the consumer choice difficulty decreases with the increasing of time distance, the difficulty of consumers who making their purchase decision were decreased.Finally, some limitations of this study were concluded and suggestions for future studies were put forward.