【摘要】 在电商促销信息日益复杂的背景下，消费者如何应对信息超负荷并维持决策质量成为关注重点。基于认知负荷与适应性决策理论，采用眼动实验方法，探讨促销信息数量与计算复杂度如何影响消费者的决策努力与准确性。研究表明，消费者会遵循努力-准确性权衡的决策原则，依据促销信息数量与计算复杂度调整其认知投入；但消费者对计算复杂度比信息数量更敏感，并且当两种负荷叠加时，认知努力的增幅并非简单的线性相加，而是存在显著的放大效应。因此，建议电商平台与商家应优先简化促销规则的计算复杂度并自动呈现折后价格，以降低消费者隐性认知成本、提升决策效率。更多还原

【Abstract】 In the context of increasingly complex e-commerce promotional information, how consumers manage information overload while maintaining decision quality has become a crucial issue. Based on cognitive load theory and adaptive decision-making theory, this study employs eye-tracking experiments to investigate how the quantity and computational complexity of promotional information influence the effort and accuracy of consumers’ decision-making. Results indicate that consumers adhere to the effort-accuracy trade-off principle, adjusting their cognitive engagement based on the quantity and computational complexity of promotional information. However, consumers exhibit greater sensitivity to computational complexity than to information quantity. Moreover, when both types of load are combined, the increase in cognitive effort demonstrates a significant amplification effect rather than a simple linear addition. Therefore, this study recommends that e-commerce platforms and merchants prioritize simplifying the computational complexity of promotional rules and automating the display of discounted prices to reduce consumers’ implicit cognitive costs and enhance decision efficiency.更多还原