Effects Of Task Complexity And Time Pressure On Decision-making Efficiency Of Online Shopping

The rapid development of the Internet have been changed the existing business model and consumers ’ shopping habits, then the online shopping market is showing a rapid development momentum each year. In order to increase sales and have better survival and development, time-limited promotion have become the major ways for online retailers to compete. However, for company, the source of profits is consumer, if we can discern consumer’s shopping behavior, shopping psychology and decision-making preferences in the time-limited promotion, the e-commerce enterprises in online shopping will be able to meet the consumer’s needs better, for they can guide consumer through advertising. Also, they can design the online shopping interface which fit for the habits of consumer’s behavior, thereby reducing the time for consumer to search, compare and make decision. When consumers have good user experience and shopping satisfaction, decision-making efficiency of online shopping will be improved. Therefore, this research will study the effects of different task complexity and time pressure on decision-making efficiency of online shopping in the background of time-limited promotion.Based on cognitive load theory and cognitive effort- accuracy trade theory, referred to domestic and international related research on online shopping decisions, this research constructs a moderating model of time pressure on task complexity and decision-making efficiency of online shopping. Under different time pressures, this research analyzed the different result of decision-making efficiency in different task complexity. According to the model and its variables, through literature review, we designed an eye movement of simulate shopping. In this experiment, we have selected 67 subjects in total, and 60 were valid. Through reliability analysis, we texted the reliability of time-pressure and cognitive load questionnaire, the result showed that the questionnaire has good reliability. Through ANOVA, we tested the effectiveness of the experimental design, the results showed the level setting on the time pressure and the task complexity had good discriminant validity.Through One-Way Analysis of Variance, we tested the main effects and assumptions of the model. Through Two-Way Analysis of Variance, we tested the moderate effect and the hypothesis of this study. The results showed that the main effect that the impact of task complexity and time pressure on the online shopping decision-making efficiency is not significant, but the overall trend is consistent with the hypothesis, that is the impact of time pressure on the online shopping decision-making efficiency is negative, and the impact of task complexity of the online shopping decision-making efficiency is also negative. The moderate effect of time pressure on task complexity and decision-making efficiency of online shopping is significantly. That is, at high time pressure, the higher degree of the task complexity, the higher efficiency of decision-making; in the case of a low time pressure, the lower complexity of the task, the higher efficiency of decision-making.