The Effect Of Involvement And Time Pressure On Multi-attribute Purchase Decision

In recent years,China's e-commerce has developed rapidly,and online shopping has achieved high-quality,high-performance breakthroughs.E-commerce companies often use "Flash Sale","Second-killing" and other limited time promotion methods.Many research results show that,in the context of time constraints,the lack of cognitive resources affects consumers' search and processing of a large number of alternative product information and further influence the consumer's experience in the purchase decision-making process.And Involvement is an important influencing factor for the individual purchase decision process and experience.Therefore,it is necessary to systematically explore the decision-making process and satisfaction in different Involvement products under the time pressure circumstances.This paper designed the E-Prime experiment program text and simulated the information board as an experimental task to explore the involvement(high,low)* time pressure(high,low,no)* gender(male,female)in the decision-making process,including search depth,purchasing decisions strategy selection and conversion,and decisional satisfaction.The results show that:(1)Involvement has a significant influence on the information processing depth(search depth and search repetition rate),purchasing decisions strategy selection and conversion,and decisional satisfaction in the purchase decision-making process.As the degree of involvement increases,the purchasing decisions strategy of experimental participants is converted from rough processing of non-compensatory to fully processing of compensatory strategies.(2)Time pressure has a negative effect on the depth of information search in the decision-making process,From timeless pressure to high-and low-time pressure scenarios,experimental participants gradually shifted from the option-based fully processing(compensation strategies)to attribute-based incomplete processing(non-compensatory strategies).Interestingly,the repetition rate of information search under high time pressure scenarios is significantly higher than low time pressure,indicating that under high time constraint,experimental participants are focused on repeatedly comparing and confirming the pros and cons of key attributes.(3)“Gender” has a significant impact on search depth for different levels of involvement,the choice and the conversion of purchasing decisions strategy,in the absence of time pressure.Male's information processing depth(search depth and search repetition rate)is significantly higher than that of female.Male tend to adopt an information search mode based on options(compensative strategies),while female prefer to adopt an attribute-based information search mode(non-compensatory strategy).In the context of time pressure,gender has no significant effect on the depth of decision-making process and purchasing decisions strategy.The main innovations of this study are:(1)Experimental methods are combined with empirical research to trace the decision-making process of experimental participants through standardized E-Prime procedures.This is a methodological complement expand to the study of consumer decision-making fields.(2)Based on highly sought-after promotional situations such as "Flash Sale","Second-killing" in real life,the paper combined the "involvement" and "time pressure" across multiple subject areas,and comprehensively consider the "gender".This study expands the application and boundary differences conditions of "Gender" in the areas of consumer behavior and marketing,and provides theoretical support for the system's construction of consumer decision-making process models.(3)It is of inspiration to e-commerce companies to carry out promotional activities with time pressure scenarios,optimize the structure of website links,provide convenient decision support tools,and understand the characteristics of different gender customer groups.