The Effect Of Online Product Browsing Direction On Choice Deferral

Different from the classical decision theory that "rational decision makers pursue their own utility maximization",in the real consumption scene,a wide variety of goods and flexible marketing strategies make the decision-making process and decision-making behavior more complex.On the one hand,there are trade-offs caused by dominant factors such as function,style and color.On the other hand,there are perceptual influences caused by implicit factors such as placement and display form.The combined effect of various factors in the decision-making scenario makes the choice difficult and makes the choice deferral more common,which affects the input-output ratio of businesses and reduces the decision-making efficiency of consumers.Therefore,it is particularly important to study the influencing factors of choice deferral and coping strategies.At the same time,the popularity of mobile Internet technology makes online shopping has gradually replaced physical store shopping as the preference of modern people.It also makes more and more offline stores to eliminate paper-based menus and manual ordering modes,and instead use new ordering modes such as scan code ordering and iPad menus.The new consumption model makes the purchase within reach and improves people’s life style.At the same time,it also intensifies the choice deferral in the consumption decision because it reduces the shopping cost.Review the existing findings on the influencing factors of choice deferral,although scholars have provided some conclusions and suggestions on coping with choice deferral in consumption from the perspectives of options,choice sets,external environment and decision makers’ internal factors,there is still a lack of research on choice deferral in online consumption environment.Based on this,this paper aims to explore the relationship between product browsing direction and choice deferral in the online shopping environment,through the observation of marketing phenomenon.Through empirical analysis,this paper found that compared with horizontal direction,when online products are displayed in the vertical direction,by priming maximizing mind-set,it encourages consumers to pursue a kind of exhaustive comparison,and tend to browse more options before making a decision,thus extending the decision time,or even putting the current purchase decision on hold in order to avoid trade-off in the decision.This conclusion enriches the existing research on the influencing factors of choice deferral,and also provides some reference suggestions for the marketing ideas of merchants.