分类
质量(理念)
产品(数学)
人气
支付意愿
损失厌恶
经济
广告
微观经济学
计算机科学
业务
心理学
数学
社会心理学
哲学
程序设计语言
认识论
几何学
作者
Jungkeun Kim,Seongseop Kim,Jihoon Jhang,Jaeseok Lee,Chulmo Koo
标识
DOI:10.1016/j.tourman.2023.104741
摘要
Due to the popularity of online travel agency (OTA) booking platforms, OTAs display diverse information, including features of products, on their websites. Based on choice architecture literature, this study aimed to examine the effect of product quality and price sorting (vs. non-sorting) on extreme option choice aversion and identify the moderating effect of displays that made it difficult to read information. The results of a series of four experimental studies (total n = 2838 online panel members) demonstrated that the tendency to choose the non-extreme or middle-attributed options was stronger when quality and price were displayed sorted (vs. non-sorted). It was theorized that easy comparison of multiple options leads to decision-making. The positive effect of quality and price sorting on extreme option choice aversion was significantly reduced when customers had difficulty reading the displayed information.
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