研究探讨网络购物中选择集大小对决策态度和行为的影响,以及目标确定性和产品类型对该关系的调节作用。采用2(大选择集vs.小选择集)×2(目标明确vs.目标不明确)×2(体验型产品vs.搜索型产品)的组间设计,发现大选择集组选择满意度、自信心更高,但延迟选择更多,出现态度-行为分离。目标不明确时,大选择集组延迟选择更多。 This study explores the influence of the size of choice set in online shopping on decision attitude and behavior, as well as the regulatory effect of target certainty and product type on the relationship. Using 2 (large selection vs. small selection) × 2 (clear vs. unobtrusive) × 2 (experiential vs search) intergroup design, we found that the large selection of groups chose satisfaction and confidence Heart higher, but delayed choice more, there attitude - behavior separation. When the goal is ambiguous, the large selection set delays more choices.