网络开放性情境特征下决策加工过程的拟态研究
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摘要
网络改变了人们的生活,很多决策行为在网络背景下完成。在综述相关文献的基础上,本研究认为区别于传统情境,网络决策的典型特征在于网络情境的开放性,基于决策过程是由决策者主体和外部情境共同建构的,本研究提出网络情境影响决策的信息加工过程,拟研究开放性特征对决策加工过程的具体影响。为了进一步明晰网络决策的开放性特征,将其在空间、时间、功能和内容维度上具体化为呈现方式、延展性、决策可延迟性、动态交互性、干扰性五个特征。在研究方法上,参照“自然决策”的研究思路,采用并改进信息显示板技术,运用网络购买任务,以大学生为研究对象,模拟真实的网络决策任务和决策特征,通过七个实验分别研究五方面特征的影响。
网络信息呈现方式的研究,采用2×2的混合设计,通过序列呈现和列表呈现两种方式呈现两种熟悉度的产品信息,比较被试决策反应的绩效。结果表明：表格呈现更利于被试的决策加工,减少反应时间,提高满意度；表格呈现的方式,对于不熟悉的产品,可以更明显地减少反应时间。
网络信息延展性的研究,采用2x2x2的被试内设计,比较选项和属性数量的多少对两种熟悉度的产品决策加工过程的影响。采用信息显示板技术,使用信息显示板的反应指标和满意度来表征决策加工过程。结果表明：当选项和属性数量较多时,被试对各属性特征的搜索更加集中于重要属性,信息加工量增加,加工深度降低,加工策略趋向于不可代偿的决策策略,主观满意度升高。属性和选项数量的增加,对信息加工模式和均衡性分别有不同影响。低熟悉度的产品加工深度更高,均衡性更差,满意度更低。
网络决策可延迟性的研究包括两个实验。实验3为网上决策延迟和实体情境的对照研究,采用2×2的混合设计,运用Tversky和Shafir问题范式,比较被试在网络和实体情境下选择延迟选项的比例,以及单选项和多选项两种情况下选择延迟的差异。结果发现网络情境中,被试决策延迟的比例更高；在单选项和多选项的比较中,网络情境与实体情境不同,增加选项的情况没有引起被试更多地选择延迟。实验4为是否引入延迟选项的对照研究,采用2x4x2的混合设计,采用信息显示板技术,分析比较引入延迟选项对两类产品在四种规格的信息板上决策加工过程的影响。结果表明,引入延迟选项,反应时间和搜索深度显著减少,采用更加基于选项的加工模式,更多地使用不可代偿的决策策略,高熟悉度的产品决策策略的转换更明显,这些特征在最小规格和最大规格的信息板上影响显著。
网络决策动态交互性的研究包括两个实验,实验5采用2×2的被试内设计,设置可否“主动增加信息”两种情境对两类产品进行对照研究,采用信息显示板技术,发现引入主动增加功能后被试的搜索深度降低,先前知识的水平影响信息加工的模式；实验6设置可以连续要求增加信息的连续任务,改进信息板技术制作“连续板”,比较不同的增加路径和选择阶段的影响,发现被试的搜索深度逐步降低,更多采用非补偿性的策略。两个实验均有超过半数的被试要求增加信息,连续任务有着32%的回头率,在信息不断增加的情况下,被试的信息搜索行为更具选择性。
网络决策干扰性的研究,采用2x2x2的被试内设计,采用信息显示板技术,比较加入50%的干扰刺激后被试对两类产品两种选项数量决策任务加工过程的不同。结果表明引入干扰选项后,被试的决策过程受干扰选项的影响,低熟悉度的产品受干扰选项的影响更大；选项数量较少时受干扰选项的影响更大。引入干扰选项后,被试满意度降低,反应时间、点击次数增加,搜索深度降低,更多的采用不可代偿的决策策略。
在实验结果的基础上,研究分析了五个特征的共性和差异,系统概括了网络开放性特征下信息加工过程的变化特征,分析了被试采用的决策策略,进一步推论,在开放性特征下,认知资源的限制成为影响加工进程的重要因素,需要元认知过程的进一步参与。在先前知识经验的帮助下,对高熟悉度的产品,加工方式更灵活,更具情境适应性。
最后,研究得出结论：在网络开放性特征的影响下,决策加工过程的变化,是具有适应性的,是适应网络情境的反应方式,反映了决策者主体和外部情境共同建构的过程。
The Internet has changed the lives of human beings. A lot of decision-making behaviors are conducted in the Internet situation. The decision-making process is co-constructed by the decision-makers and external situations, and therefore the Internet situation would affect the decision-making process. On the basis of relevant literature, this study proposed that the openness was the typical characteristic of the Internet situation, and intended to study the specific impact of the openness on the decision-making information process. In order to further clarify the openness characteristic, we classifed the openness by the dimension of space, time, function and content into five features: presenting manner, additivity, defer choice, dynamic interactivity and interference. With reference to the "natural decision-making" research ideas, the study applied the improved Information Display Matrix (IDM) process-tracing technique, and the purchase tasks on the college students to explore the effects of the five features on the information processing of decision-making in seven empirical investigations.
Study1tried to investigate the different effects of two kinds of information presentation pattern on decision making behavior. Experiment1employed2(information presenting manner: in sequence/in table)×2(product type:high/low familiarity) mixed design to examine the difference of decision performance and satisfaction. Results showed that, in contrast with presenting information in sequence, presenting information in table improved the decision performance, the decision time decreased and the decision satisfaction increased; in contrast with familiar product, the decision time on unfamiliar product more significantly decreased.
Study2tried to investigate the effects of information additivity on decision making behavior. Experiment2employed2(attribute number:7/14)×2(option number:4/8)×2(product type:high/low familiarity) within-subject design to examine the difference of decision process by the IDM. Results showed that, with the increase of the number of options and attributes, subjects' search behavior more focused on the important attributes, the amount of search increased, the depth of search decreased, the processing strategies tended to be more noncompensatory, and the subjects' satisfaction increased. The increase of the number of options and attributes, had different effects on the pattern and variability of search. The search on unfamiliar product had higher depth, lower variability, and lower satisfaction.
Study3adopted two experiments to investigate the effects of defer choice on decision making behavior. Experiment3aimed to contrast the defer choice between the online scenario and traditional scenario. Experiment3employed2(scenario: online/traditional)×2(option number: single-option/multi-option) mixed design. The task of Tversky and Shafir was adapted in online and traditional scenario. Subjects were asked to choose some product or defer choice. Results showed that, in contrast with in the traditional scenario, in the online scenario more subjects chose defer choice, but more options did not cause more choice delay. Experiment4was adopted to contrast the difference of decision process whether to introduce a deferrable options. Experiment4employed2(defer or not) x4(size of IDM) x2(product type) mixed design to examine the effect of introducing the defer choice on the decision process by the IDM. Results showed that, when subjects were provided the defer choice, the reaction time and depth of search significantly decreased, and subjects adopted more by-brand pattern of search and more noncompensatory processing strategies; the conversion of decision strategies on familiar product was more obvious than unfamiliar product; these effects were more significant on the minimum and maximum size of IDM.
Study4adopted two experiments to investigate the effects of dynamic interactivity on decision making behavior. Experiment5employed2("more information" or not)x2(product type) within-subject design to examine the difference of decision process by the IDM. Results showed that, the depth of search reduced significantly when they had the choice for more information; produce familiarity had a significant effect on the pattern of information search. Subjects could continuously request for additional information in the continuous task in Experiment6, which investigated the effects of search stage and choice route on decision process. Results showed that:the average of repeat rate was about32%; the depth of search gradually reduced; more noncompensatory processing strategies were adopted. Two experiment both showed over50%subjects demanded more information. These results suggested that the information processing processes would be more selective when more information could be available.
Study5tried to investigate the effects of interference on decision process. Experiment7employed2(interference or not)×2(option number:4/8)×2(product type) within-subject design to examine the difference of decision process whether to introduce50%information of interruptions by the IDM. Results showed that, introducing interruptions influenced the decision process, and the influence was more serious on unfamiliar product, more serious on fewer options. When subjects were provided the interruptions, their satisfaction decreased, the reaction time and click number increased, the depth of search decreased, and they adopted more noncompensatory processing strategies.
On the basis of the experimental results, the study summarized the similarities and differences of the five features, systematically generalized the properties of the information processing under the effect of the openness characteristic, and analyzed the decision-making strategies subjects adopted. The study deduced, in the open Internet situation, cognitive resource constraints became the important factor, and the decision process needed the further attendance of meta-cognitive process, in which the combination of down-top and top-down processes presented new characteristic. With the help of previous knowledge and experience of high familiarity products, the processing methods were more flexible, more adaptive to the situation.
Finally, the study concluded:under the influence of the openness characteristic, changes in the decision-making process were adaptive responds to the online situation, reflecting the co-constructed process by the decision-makers and external situations.
网络信息呈现方式的研究,采用2×2的混合设计,通过序列呈现和列表呈现两种方式呈现两种熟悉度的产品信息,比较被试决策反应的绩效。结果表明：表格呈现更利于被试的决策加工,减少反应时间,提高满意度；表格呈现的方式,对于不熟悉的产品,可以更明显地减少反应时间。
网络信息延展性的研究,采用2x2x2的被试内设计,比较选项和属性数量的多少对两种熟悉度的产品决策加工过程的影响。采用信息显示板技术,使用信息显示板的反应指标和满意度来表征决策加工过程。结果表明：当选项和属性数量较多时,被试对各属性特征的搜索更加集中于重要属性,信息加工量增加,加工深度降低,加工策略趋向于不可代偿的决策策略,主观满意度升高。属性和选项数量的增加,对信息加工模式和均衡性分别有不同影响。低熟悉度的产品加工深度更高,均衡性更差,满意度更低。
网络决策可延迟性的研究包括两个实验。实验3为网上决策延迟和实体情境的对照研究,采用2×2的混合设计,运用Tversky和Shafir问题范式,比较被试在网络和实体情境下选择延迟选项的比例,以及单选项和多选项两种情况下选择延迟的差异。结果发现网络情境中,被试决策延迟的比例更高；在单选项和多选项的比较中,网络情境与实体情境不同,增加选项的情况没有引起被试更多地选择延迟。实验4为是否引入延迟选项的对照研究,采用2x4x2的混合设计,采用信息显示板技术,分析比较引入延迟选项对两类产品在四种规格的信息板上决策加工过程的影响。结果表明,引入延迟选项,反应时间和搜索深度显著减少,采用更加基于选项的加工模式,更多地使用不可代偿的决策策略,高熟悉度的产品决策策略的转换更明显,这些特征在最小规格和最大规格的信息板上影响显著。
网络决策动态交互性的研究包括两个实验,实验5采用2×2的被试内设计,设置可否“主动增加信息”两种情境对两类产品进行对照研究,采用信息显示板技术,发现引入主动增加功能后被试的搜索深度降低,先前知识的水平影响信息加工的模式；实验6设置可以连续要求增加信息的连续任务,改进信息板技术制作“连续板”,比较不同的增加路径和选择阶段的影响,发现被试的搜索深度逐步降低,更多采用非补偿性的策略。两个实验均有超过半数的被试要求增加信息,连续任务有着32%的回头率,在信息不断增加的情况下,被试的信息搜索行为更具选择性。
网络决策干扰性的研究,采用2x2x2的被试内设计,采用信息显示板技术,比较加入50%的干扰刺激后被试对两类产品两种选项数量决策任务加工过程的不同。结果表明引入干扰选项后,被试的决策过程受干扰选项的影响,低熟悉度的产品受干扰选项的影响更大；选项数量较少时受干扰选项的影响更大。引入干扰选项后,被试满意度降低,反应时间、点击次数增加,搜索深度降低,更多的采用不可代偿的决策策略。
在实验结果的基础上,研究分析了五个特征的共性和差异,系统概括了网络开放性特征下信息加工过程的变化特征,分析了被试采用的决策策略,进一步推论,在开放性特征下,认知资源的限制成为影响加工进程的重要因素,需要元认知过程的进一步参与。在先前知识经验的帮助下,对高熟悉度的产品,加工方式更灵活,更具情境适应性。
最后,研究得出结论：在网络开放性特征的影响下,决策加工过程的变化,是具有适应性的,是适应网络情境的反应方式,反映了决策者主体和外部情境共同建构的过程。
The Internet has changed the lives of human beings. A lot of decision-making behaviors are conducted in the Internet situation. The decision-making process is co-constructed by the decision-makers and external situations, and therefore the Internet situation would affect the decision-making process. On the basis of relevant literature, this study proposed that the openness was the typical characteristic of the Internet situation, and intended to study the specific impact of the openness on the decision-making information process. In order to further clarify the openness characteristic, we classifed the openness by the dimension of space, time, function and content into five features: presenting manner, additivity, defer choice, dynamic interactivity and interference. With reference to the "natural decision-making" research ideas, the study applied the improved Information Display Matrix (IDM) process-tracing technique, and the purchase tasks on the college students to explore the effects of the five features on the information processing of decision-making in seven empirical investigations.
Study1tried to investigate the different effects of two kinds of information presentation pattern on decision making behavior. Experiment1employed2(information presenting manner: in sequence/in table)×2(product type:high/low familiarity) mixed design to examine the difference of decision performance and satisfaction. Results showed that, in contrast with presenting information in sequence, presenting information in table improved the decision performance, the decision time decreased and the decision satisfaction increased; in contrast with familiar product, the decision time on unfamiliar product more significantly decreased.
Study2tried to investigate the effects of information additivity on decision making behavior. Experiment2employed2(attribute number:7/14)×2(option number:4/8)×2(product type:high/low familiarity) within-subject design to examine the difference of decision process by the IDM. Results showed that, with the increase of the number of options and attributes, subjects' search behavior more focused on the important attributes, the amount of search increased, the depth of search decreased, the processing strategies tended to be more noncompensatory, and the subjects' satisfaction increased. The increase of the number of options and attributes, had different effects on the pattern and variability of search. The search on unfamiliar product had higher depth, lower variability, and lower satisfaction.
Study3adopted two experiments to investigate the effects of defer choice on decision making behavior. Experiment3aimed to contrast the defer choice between the online scenario and traditional scenario. Experiment3employed2(scenario: online/traditional)×2(option number: single-option/multi-option) mixed design. The task of Tversky and Shafir was adapted in online and traditional scenario. Subjects were asked to choose some product or defer choice. Results showed that, in contrast with in the traditional scenario, in the online scenario more subjects chose defer choice, but more options did not cause more choice delay. Experiment4was adopted to contrast the difference of decision process whether to introduce a deferrable options. Experiment4employed2(defer or not) x4(size of IDM) x2(product type) mixed design to examine the effect of introducing the defer choice on the decision process by the IDM. Results showed that, when subjects were provided the defer choice, the reaction time and depth of search significantly decreased, and subjects adopted more by-brand pattern of search and more noncompensatory processing strategies; the conversion of decision strategies on familiar product was more obvious than unfamiliar product; these effects were more significant on the minimum and maximum size of IDM.
Study4adopted two experiments to investigate the effects of dynamic interactivity on decision making behavior. Experiment5employed2("more information" or not)x2(product type) within-subject design to examine the difference of decision process by the IDM. Results showed that, the depth of search reduced significantly when they had the choice for more information; produce familiarity had a significant effect on the pattern of information search. Subjects could continuously request for additional information in the continuous task in Experiment6, which investigated the effects of search stage and choice route on decision process. Results showed that:the average of repeat rate was about32%; the depth of search gradually reduced; more noncompensatory processing strategies were adopted. Two experiment both showed over50%subjects demanded more information. These results suggested that the information processing processes would be more selective when more information could be available.
Study5tried to investigate the effects of interference on decision process. Experiment7employed2(interference or not)×2(option number:4/8)×2(product type) within-subject design to examine the difference of decision process whether to introduce50%information of interruptions by the IDM. Results showed that, introducing interruptions influenced the decision process, and the influence was more serious on unfamiliar product, more serious on fewer options. When subjects were provided the interruptions, their satisfaction decreased, the reaction time and click number increased, the depth of search decreased, and they adopted more noncompensatory processing strategies.
On the basis of the experimental results, the study summarized the similarities and differences of the five features, systematically generalized the properties of the information processing under the effect of the openness characteristic, and analyzed the decision-making strategies subjects adopted. The study deduced, in the open Internet situation, cognitive resource constraints became the important factor, and the decision process needed the further attendance of meta-cognitive process, in which the combination of down-top and top-down processes presented new characteristic. With the help of previous knowledge and experience of high familiarity products, the processing methods were more flexible, more adaptive to the situation.
Finally, the study concluded:under the influence of the openness characteristic, changes in the decision-making process were adaptive responds to the online situation, reflecting the co-constructed process by the decision-makers and external situations.
引文
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