Research On The Choice Overload Of Dual-value Online Product Assortments

In the era of mobile Internet,online businesses such as Amazon and Taobao have developed rapidly.Without going out,people can make their dream of shopping globally come true.However,online shopping has brought more and more convenience to the online big spender,and it has also brought them “happy troubles”.Too many choices have caused consumers overload effect and reduce their willingness to choose.Online merchants do their best to promote marketing,focus on commodity planning,introduce evaluation system,and give consumers a selection of online products that are designed to attract consumers' attention,optimize their choice experience,reduce the effect of selection overload,and improve shopping conversion rate.Online products that combine both practical and enjoyable value make it more difficult for consumers to make a choice.Because online shopping makes consumers lack the opportunity to get close to the goods,and the double value makes it difficult for consumers to weigh the trade-offs,it is more difficult to rely on common attributes for comparison.The number of options,ideality,and value attributes of dual value online products are important features of their selection set,affecting consumers' choice experience and decision making.The online merchants do a good job in selecting a dual value online product selection set,which is inseparable from the individual adjustment and reasonable combination of these dimensions.In the past,the research on the selection of overload effects mostly focused on the number of options.Therefore,it is very important to study the selective overload effect of dual value online products.In this paper,behavioral experiments and questionnaires are used to test mobile phones with different selections.Based on the emotional enlightenment theory,cognitive load theory and double processing theory,this paper explores the selective overload effect of dual value online goods,introduces emotional experience and rational experience as mediators,and attempts to explore the mechanism of the double-value online commodity selection overload effect.This is the innovation of this article.This paper finds that the number and ideal degree of the dual value online commodity selection set affect the consumer's choice,and there is interaction between the two,and the emotional experience and the rational experience play a mediating role.The conclusions of this study can provide theoretical guidance to online merchants to a certain extent,which is conducive to online merchants to clarify the relationship between selection characteristics and selection of overload effects,from online commodity planning to optimizing consumption of online merchants.The choice of experience,promotion of consumer choice decisions and other issues have important guiding significance,improve purchase conversion rate,and improve network marketing results.