Research On The Influence Of Consumers' Busyness On Their Consumption Preference

In modern society,people always talking about busyness in their daily communication.With the rapid development of social productivity,people feel much busier than before,and the society has entered in the Busy Era.In China,Busy has been a new symbol of social culture and feeling busyness has become a very obvious social physiological and psychological phenomenon during China’s economic transition period.In this Busy Era social background,numerous enterprises are launching new products or services to cater to busy customers,such as some deceleration products.Craig and Parkins(2011)pointed out that busy consumers are willing to engage in deceleration consumption(eg.slow consumption,slow city movement,slow travel,slow food and slow fashion)for engaging in deeper thinking and reflection for their life,and work.However,in addition to causing people’s escapism behavior or decelerating consumption,does busyness have any impact on consumers’ other consumption behaviors? And what is its theoretical mechanism of the effect of feeling busyness on consumers’ behaviors?Research question 1: In order to increase market share in the increasingly competitive market,enterprises constantly enlarge the length and width of product line to provide large product or services assortment to their customers.However,the first research question of this paper is that Does consumers’ perception of busyness have an impact on their assortment size preferences when making decisions?Research question 2: There are various kinds of advertisements in modern advertisements markets.According to the stereotype theory,advertising types can be divided into enthusiastic ads and competence ads.Enthusiastic ads refer to advertisements that show kindness,warmth,kindness and cooperation in advertising messages so that consumers can perceive enthusiasm or warmth for the product or brands.Competence ads refers to the advertising content that displays the confidence,efficiency,intelligence,skills and competitiveness brought by the product in the advertising message,so that consumers can perceive competence for the product or brands.The second research question of this study is that What is the internal relationship between busyness perception valence and the persuasive effect of different types of advertising messages?Research question 3: According to Mc Kinsey China Luxury Report 2019,young white-collar workers express that luxury goods have become the social capital of the young generation.Luxury goods can help them enhance their identity and voice both online and offline,reflect their taste,and be more respected and recognized.In addition,the demand for some popular or environmental-friendly products can show and reflect people’s identity,status and enhance people’s face is on the rise,which reflect that people are paying more and more attention to face consumption.The third research question of this study is that How does consumers’ perception of busyness affect their preference for face products?In order to investigate the questions above,this paper summarized the whole research of busyness based on several economics,sociology and psychology theories.Combining the theoretical research with assortment size preference,consumers’ advertisements preference for enthusiasm or competence ads and face products preference,this paper has explored the(1)relationship between busyness valence and consumers’ assortment size preference(see details in Chapter 3),(2)the relationship between busyness valence and consumers’ advertisements preference for enthusiasm or competence ads(see details in Chapter 4),and(3)the relationship between busyness and consumers’ preference for face products(see details in Chapter5).The conclusions of this paper are listed as following:Chapter 3 discussed the relationship between busyness valence and consumers’ assortments size preference.Based on " decision-making dual-system theory" and the thinking style theories,Chapter 3 proposed hypothesis of the main effect of busyness valence on consumer assortments size preference and the mediating effect of consumer different thinking styles.Through two experimental studies and one empirical study,Chapter 3 examined that:(1)busyness valence has different impact on consumer assortment size preference effect,and(2)consumer thinking style played a mediating role in the relationship between busyness valence and consumers’ assortments size preference.Specifically,when feeling positive busyness,consumers are willing to use analytical thinking style to make decisions,so they prefer a larger assortment.One the other hand,when feeling negative busyness,consumers are willing to use experiential thinking style to make decisions,so they prefer a smaller assortment.Chapter 4 discussed the relationship between busyness valence price and enthusiasm vs.competence ads attitude.Based on "Accessibility-diagnosability theory","information processing fluency" and "Fluency-Positive emotion connection model",Chapter 4 proposed hypothesis of the main effect of busyness valence on consumers attitudes towards enthusiasm VS.competence ads,and the mediating effect of information processing fluency.Through the one experimental study,Chapter 4 has examined that:(1)there is a matching effect between busyness valence and ads type:consumers feeling positive busyness like competence ads and consumers feeling negative busyness like enthusiasm ads.(2)Chapter 4 examined the mediating effect of information processing fluency on the interactive matching effect between busyness valence and the advertising type,that is,the matching effect of busyness valence and advertising type is mainly influenced by consumers’ perceived information processing fluency on their attitudes towards advertising.Chapter 5 discussed the relationship between perception of busyness and consumers’ preference for face products.Based on the symbolic role of busyness and social identity theory,Chapter 5 put forward the research hypothesis of the main effect of relationship between perceived busyness and face product preference,the mediation role of social identity motivation,the moderating effect of economic mobility on the relationship between perceived busyness and face product preference.Through empirical study,Chapter 5 has examined that::(1)the sense of busyness has a positive stimulating effect on consumer’s face product preference,that is,when it is eliminated When faced with product choice,busy individuals prefer face consumption more than non-busy individuals.(2)Social identity motivation plays a mediating role in the relationship between busyness and face product preference,that is,busy individuals prefer to buy face products to enhance others’ recognition of their "busy is successful" identity,so they prefer face consumption.(3)Economic mobility plays a negative moderating role in the relationship between perceived busyness and consumer face product preference.When people’s economic mobility belief is low,they perceive that busyness does not necessarily bring economic value,so they want to choose more face products to enhance their face.Above all,this paper has discussed the relationship between perception of busyness and consumer behavior.Theoretically,this paper:(1)Enriched the current theoretical research about busyness.According to the literature review,busyness-related research does not give a clear definition of busyness,there is few busyness-related researches exploring the impact of perceived busyness on consumer behaviors.This paper comprehensively reviewed the current busynessrelated research status,and to a certain extent,has provided a relatively clear theoretical framework for the future research implication about busyness research.In addition,this study has proposed the busyness valence: positive busyness and negative busyness,which enriches the research on the connotation of busyness to a certain extent.(2)Based on the dual system theory of decision-making,the accessibility diagnosability model of information processing and social identity theory,this paper explored the relationship between busyness valence and consumer assortment size preference,the relationship between busyness valence and consumers’ attitudes towards enthusiasm vs.competence ads and the relationship between perception of busyness and face product preference,which helps us to have a deep understanding on the internal mechanism of the influence of busyness valence on consumer decisionmaking and attitude,and enriches the research results of the relationship between perception of busyness and consumer behaviorIn addition,these research findings about the relationship between busyness and consumer behavior above have the following practical implications:(1)Encourage enterprises to carry out precision marketing for "busy customers".According to the conclusion above,when feeing positive busyness,consumers prefer lager assortment and when feeing negative busyness,consumers prefer smaller assortment.In addition,consumers feeling positive busyness like competence ads and consumers feeling negative busyness like enthusiasm ads,which implies that enterprises can make different product development strategies,advertising strategies or channel strategies by using the different impact of busyness valence on consumer behavior to attract different target markets.(2)Encourage enterprises to use busy as a symbol of identity to simulate consumer face product demand.The social phenomenon of all people are busy reveals that the busy consumers are the main consumption role.In this paper,the research on the relationship between the perception of busyness and the preference of face products explored that the busier the consumers are,the more they prefer face products.For enterprises,"busy consumers prefer face products" provides a new idea for the promotion strategy of face products.Enterprises can add the description related to enterprises in the product advertisement design,or promote the identity symbolic role of "busy is success",so as to promote consumers to buy face products by arousing consumers’ social identity motivation.(3)Face products are helpful to enhance consumers’ value recognition of their busy work.From the perspective of consumers,encouraging consumers to buy face products(such as buying luxury goods or participating in public welfare activities)can help them gain recognition from others and affirm their identity.It is also helpful for consumers to reflect back on the value of their busy work,that is,they think the busy work is worthwhile(bringing economic income or identity),and then it is helpful to improve the quality of their busy work Enhance consumers’ sense of happiness.Finally,past research on busyness is still in the discussion stage,and it is still worthy of further exploration.Therefore,this paper briefly summarizes the future research implications of the relationship between busyness and consumer behavior: on the one hand,this paper attempts to explore the boundary of the influence of busyness valence on consumer behavior,such as the boundary of busyness valence on people’s decision-making behavior or advertising attitude.On the other hand,from the perspective of consumer uncertainty preference and myopic behavior,we would continue to explore the relationship between consumer’s perception of busyness and uncertainty preference.