忙中求精还是忙中求简？忙碌感知对消费者产品功能偏好的影响研究

财经论丛 ›› 2025, Vol. 41 ›› Issue (11): 99-112.

忙中求精还是忙中求简？忙碌感知对消费者产品功能偏好的影响研究

王晓琴¹, 杜建刚¹, 朱丽雅^1,2

1.南开大学商学院, 天津 300071;
2.厦门理工学院经济与管理学院, 福建厦门 361024

收稿日期:2024-12-23 发布日期:2025-11-11
通讯作者: 朱丽雅(1994—),女,福建三明人,南开大学商学院博士,厦门理工学院经济与管理学院讲师。
作者简介:王晓琴(1988—),女,山西吕梁人,南开大学商学院助理研究员;杜建刚(1968—),男,山东德州人,南开大学商学院教授。
基金资助:
国家自然科学基金项目(72372076;71972107);南开大学文科发展基金科学研究类项目(ZB228Z0106)

A Preference for Complexity or Simplicity: A Study on the Impact of Perceived Busyness on Consumers' Product Preferences

WANG Xiaoqin¹, DU Jiangang¹, ZHU Liya^1,2

1. School of Business, Nankai University, Tianjin 300071, China;
2. College of Economics and Management, Xiamen University of Technology, Xiamen 361021, China

Received:2024-12-23 Published:2025-11-11

摘要/Abstract

摘要： 多功能产品因功能集成性而备受关注,但由其复杂性带来的认知成本可能引发消费者困惑。现有研究主要探讨了消费者对多功能产品特性的直接反应,较少涉及个体心理状态如何影响其对多功能产品的偏好。基于心理资本理论,本文深入探讨了个体忙碌感知引起的不同忙碌心态(积极vs.消极)对消费者多功能与单功能产品偏好的影响。研究结果表明:积极忙碌心态个体更加偏好多功能产品,而消极忙碌心态个体更倾向于单功能产品;心理资本在上述效应中起中介作用;购买任务(为自己购买vs.为他人购买)在上述效应中起调节作用。研究结论丰富了忙碌以及消费者多功能和单一功能产品选择相关领域的研究,为企业根据用户忙碌心态进行产品类型适配及营销策略优化提供了科学依据,具有重要的理论意义和实践意义。

关键词: 忙碌心态, 心理资本, 多功能产品, 单功能产品, 购买任务

Abstract: Multifunctional products have garnered significant attention due to their integrated features, yet their complexity may incur cognitive costs that potentially lead to consumer confusion. While existing research has primarily examined consumers' direct responses to product characteristics of multifunctional items, few studies have investigated how individual psychological states influence preferences for such products. Building upon psychological capital theory, this study examines how different busy mindsets(positive vs. negative) rising from perceived busyness affect consumers' preferences between multifunctional and single-function products. The findings reveal three key insights: individuals with a positive busy mindset demonstrate significantly stronger preferences for multifunctional products, whereas those with a negative busy mindset tend to favor single-function alternatives; psychological capital serves as a mediating mechanism in this relationship; purchase task(for self vs. for others) moderates these effects. The findings extend the research on busyness and the choice between multifunctional and single-function products. They provide scientific evidence for businesses to optimize product type adaptation and marketing strategies based on users' business states, demonstrating significant theoretical and practical implications.

Key words: Business Mindset, Psychological Capital, Multifunctional Products, Single-function Products, Purchasing Task

中图分类号:

F713.55

王晓琴, 杜建刚, 朱丽雅. 忙中求精还是忙中求简？忙碌感知对消费者产品功能偏好的影响研究[J]. 财经论丛, 2025, 41(11): 99-112.

WANG Xiaoqin, DU Jiangang, ZHU Liya. A Preference for Complexity or Simplicity: A Study on the Impact of Perceived Busyness on Consumers' Product Preferences[J]. Collected Essays on Finance and Economics, 2025, 41(11): 99-112.

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