Analysis of purchase decision hedonic and utilitarian products in the face of time pressure and multiplicity of options and choice overload

Background: The accumulation of jobs and tasks often leads to a lack of time for daily tasks. Among the many activities that may be affected by this lack of time are issues related to consumer behavior, such as choices, purchasing products and services. Time pressure is a frequent constraint in daily decisions and consumers are also affected by this constraint. Beyond the lack of time, in the processes of acquiring new products and services, it is also necessary to deal with the amount of options presented and the methods of analyzing these options to ensure the best choice. A combination of time constraints and choice overload may stress customers and delay the purchase decision. Therefore, this research aimed to analyze the emotional and rational purchase decision of the customers of Pioio online store, to analyze the moderating role of the number of options and their related information.Method: This research was of an applied type and in terms of its nature and descriptive-survey method, which was carried out in ۱۴۰۰ and in the following three stages. First, by extensively reviewing the literature on the subject of the research, several standard questionnaires were obtained, each of which covered a part of the research objectives. By combining the obtained questionnaires and adding some necessary items, a researcher-made questionnaire was designed; The validity of the questionnaire was confirmed through content validity and by five experts in the field of the current research (business management specialist) and the reliability of the questionnaire was evaluated based on the test-retest method (r=۰.۸۲) after ten days. Finally, the designed questionnaire had two parts, the first part of demographic information included ۳ questions related to age, education and gender and the second part included ۲۰ questions in ۶ items including (information overload, time pressure, information avoidance behavior, pleasure of understanding psychological factors and emotional and logical buying). The questions were scored on a five-point Likert scale from (strongly agree=۱) to (strongly disagree=۵).After the second stage, the questionnaire questions were sent to the customers via SMS, the design form and the link to the survey and the research description. In addition, by referring to the management section of the website (Pioio online store) and checking the products (the number of categories and the time of purchase of the products), a report of repeated cases was presented. The statistical population of this research was the customers of Pioio online store between November ۳۰ and January ۳۰, ۱۴۰۰. In the third stage, descriptive statistics were used to analyze the data and chi-square tests were used for the correlation between variables. Finally, the study data were analyzed with SPSS version ۲۲ software. Results: A total of ۲۵۰ participants answered the questionnaire (response rate: ۸۶%). The majority of customers (۷۲ percent) agreed and strongly agreed that a lot of information and a lot of variety in products confuses them when shopping. In addition, customers significantly stated that they scroll down website pages to find summary information (P-value=.۱.۰۰). ۸۷.۲% of customers (strongly agree and agree) stated that they do not have enough time to check all the choices. Also, ۸۱.۲% of the customers agreed and fully agreed that they would make their purchase faster if similar options were running out while purchasing the product. Also, by examining the frequently purchased items, we found two categories of products: "control car" and "toy shotgun". Regarding the product "control toy car", the number of options available on the website is ۲۰۰, with an average of ۳ sales per week, and the average time between registering the product and purchasing it was ۱۱ minutes. On the other hand, the product "toy shotgun" has ۲۰ options available on the website, an average of ۱۰ sales per week, and the average time between registering the product and purchasing it was ۵ minutes.Conclusion: The evidence from this study showed that time pressure has a significant effect on the purchase decision. On the other hand, many options moderate the effect of time pressure on the purchase decision. (The delay in the purchase decision happens more often with many options.) Also, buying a useful product moderates the interaction effect of time pressure and many options on the delay of the purchase decision (reinforcement of the delay) and buying a hedonistic product moderates the interaction effect of time pressure and options It greatly moderates the delay in the purchase decision. (delay reduction) As a result, various factors affect the purchase of useful or enjoyable products. This distinction, considering the type of product, brings a new perspective in the purchase decision process and provides theoretical and practical information about the effects of increasing advertisement load and time pressure on the consumer's decision-making process.

کلیدواژه ها:

Purchase decision ، Hedonic purchase ، Time pressure ، Choice overload