不同认知负荷任务下心智游移对购买意向的影响

摘要/Abstract

摘要： 心智游移是普遍发生的消费体验。但在营销情境下，心智游移对消费者购买意向的正面影响尚未被系统地探讨。基于模糊追踪理论，运用实验法并辅助眼动实验，探究不同认知负荷下，消费者心智游移对购买意向的影响。发现在高(低)水平认知负荷下，心智游移正(负)面影响购买意向，结果(过程)导向起到了中介作用，且仅在产品数量增加引发的高水平认知负荷下，心智游移对购买意向的影响显著。本文补充并完善了心智游移的理论体系，拓展了心智游移在营销情景下的正面影响，帮助企业应对消费者注意力不足，为合理化投放不同认知负荷的信息提供重要的理论指导。

关键词: 心智游移, 认知负荷, 结果导向, 过程导向, 购买意向

Abstract: Mind wandering is an inevitable and common experience in individuals' daily lives. With the ubiquity of social media and smart devices, consumers experience more mind wandering when receiving product information. However, few studies in the marketing field have explored the influence of mind wandering on purchase intention and its functional adaptability. Specifically, the positive impact of mind wandering on consumers' purchase intentions during the information coding process has not been systematically discussed. Drawing on the fuzzy tracking theory and psychological simulation research, this paper employs experimental methods and eye-tracking experiments to investigate the impact of mind wandering on purchase intention under varying levels of cognitive load. Bootstrap analysis is used to test the mediating effect of process orientation and outcome orientation. The results demonstrate that a higher level of mind wandering has a positive impact on purchase intention under conditions of higher cognitive load, while a lower level of mind wandering has a positive impact on purchase intention under conditions of lower cognitive load. Consumers with higher levels of mind wandering perceive more outcome-orientation, leading to increased purchase intention under conditions of higher cognitive load. Conversely, consumers with lower levels of mind wandering perceive more process orientation, resulting in increased purchase intention under conditions of lower cognitive load. Moreover, mind wandering has a significant impact on purchase intentions only in tasks with high-level cognitive load caused by an increase in the number of products, rather than an increase in attribute information. These results contribute to the existing literature on the positive effects of mind wandering on consumer behavior and provide insights into the psychological mechanisms influenced by mind wandering. The findings also have important practical implications for marketers in disseminating information with varying cognitive loads.

Key words: mind-wandering, cognitive load, outcome-orientation, process-orientation, purchase intention

乔琳, 李东进, 杨强, 蒋玉石. 不同认知负荷任务下心智游移对购买意向的影响[J]. 管理评论, 2025, 37(5): 133-144.

Qiao Lin, Li Dongjin, Yang Qiang, Jiang Yushi. When does Mind Wandering Become Meaningful? -The Impact of Mind Wandering on Purchase Intention in Different Cognitive Load Tasks[J]. Management Review, 2025, 37(5): 133-144.

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