Abstract:

This study examined the underlying mechanism and boundary condition of personal control on preferences for multifunctional product. Through three experiments, the results revealed that, compared with the high personal control, low personal control increased consumers’ willingness to purchase multifunctional products. This was because multifunctional products help consumers cope with a lack of personal control by increasing a sense of efficiency. Additionally, the study found that this effect was moderated by the salience of multifunctional features. Specifically, when the multifunctional features were less prominent, the promoting effect of personal control on product preference was diminished.

Key words: personal control, multi-functional products, perceived efficiency, compensatory control theory

摘要：

本研究考察了个人控制感对多功能产品偏好的影响机制及其边界条件。通过三个实验发现，相比于高控制感组，低控制感提高消费者对多功能产品的购买意愿，这是由于多功能产品可以提高消费者的感知效率。这一效应受到多功能产品外观特征的调节，当多功能特征在外观设计方面不够凸显时，个人控制感对多功能产品偏好的促进效应被削弱。

关键词: 个人控制感, 多功能产品, 感知效率, 控制补偿理论