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助推作为在线定制系统引导消费者定制决策的重要手段，不仅有助于简化消费者定制过程，而且能够以一种潜在的方式引导消费者做出企业期望的决策，但这种引导在一定程度上也会引发消费者对定制系统商业动机的怀疑。在线定制系统助推最终会促进还是会抑制消费者对配置产品的购买意愿?根据双系统理论，本研究率先提出了在线定制系统助推的“认知流畅—动机怀疑”双刃剑效应。三项实验设计的研究结果表明：(1)在线定制系统应用助推(vs.无助推)更易于激发消费者的认知流畅性和动机怀疑。(2)认知流畅性和动机怀疑在助推与配置产品购买意愿之间的关系中发挥着完全中介作用。(3)消费者思维风格和品牌知名度发挥着显著的调节作用：对于整体型思维风格的消费者而言，在线定制系统应用助推(vs.无助推)对其认知流畅性的影响更强，对动机怀疑的影响差异并不显著，而对于分析型思维风格的消费者而言，助推(vs.无助推)对其认知流畅性的影响差异不显著，对动机怀疑的影响更强；相比低知名度品牌，高知名度品牌能够在强化助推对消费者认知流畅性影响的同时削弱对商业动机的怀疑，从而提高消费者对配置产品的购买意愿。本研究既丰富了助推的相关研究，揭示了助推的双刃剑效应，也为在线定制系统提高助推的有效性提供了重要启示。
Abstract：As an important tool for guiding consumers' customization decisions in online customization systems, nudging not only helps streamline the customization process but also subtly steers consumers toward firm-preferred decisions. However, this guidance may also raise consumers' suspicions about the system's commercial motives. So, does nudging in online customization systems ultimately promote or inhibit consumers' purchase intentions toward the configured product? Drawing on dual-system theory,this study is the first to propose the “cognitive fluency-motive suspicion” double-edged sword effect of nudging in online customization systems. The results of three experimental studies show that:(1) The use of nudging( vs. no nudging) in online customization systems enhances both cognitive fluency and motive suspicion.(2) Cognitive fluency and motive suspicion fully mediate the relationship between nudging and purchase intention toward the configured product.(3) Consumers' thinking styles and brand awareness play significant moderating roles: For holistic thinkers, nudging(vs. no nudging) has a stronger impact on cognitive fluency, but its effect on motive suspicion is not significant; for analytic thinkers, nudging(vs. no nudging) has no significant effect on cognitive fluency but exerts a stronger influence on motive suspicion. Compared with low-awareness brands,high-awareness brands strengthen the positive effect of nudging on cognitive fluency while attenuating consumers' suspicion of commercial motives, thereby increasing purchase intention toward the configured product. This study enriches the literature on nudging by uncovering its double-edged sword effect and provides important insights for improving the effectiveness of nudging in online customization systems.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2026.02.001
中图分类号:F274
引用信息:
[1]王永贵,王皓月.在线定制系统助推的双刃剑效应：引导决策还是引发怀疑?[J].商业经济与管理,2026,No.412(02):4-20.DOI:10.14134/j.cnki.cn33-1336/f.2026.02.001.
基金信息:
国家自然科学基金重点项目“数字化背景下的企业定制化战略研究”(72032004); 浙江省哲学社会科学领军人才培育专项课题“高质量发展背景下企业数字营销能力构建研究”(24YJRC04ZD); 浙江省高质量哲学社会科学重点研究基地重大课题“营销智能驱动消费增长的机理与路径研究”(2025JDKT03Z)
2026-02-15
2026-02-15