Due to the popularity of online travel agency (OTA) booking platforms, OTAs display diverse information, including features of products, on their websites. Based on choice architecture literature, this study aimed to examine the effect of product quality and price sorting (vs. non-sorting) on extreme option choice aversion and identify the moderating effect of displays that made it difficult to read information. The results of a series of four experimental studies (total n = 2838 online panel members) demonstrated that the tendency to choose the non-extreme or middle-attributed options was stronger when quality and price were displayed sorted (vs. non-sorted). It was theorized that easy comparison of multiple options leads to decision-making. The positive effect of quality and price sorting on extreme option choice aversion was significantly reduced when customers had difficulty reading the displayed information.

由于在线旅行社 (OTA) 预订平台的流行，OTA 在其网站上显示各种信息，包括产品功能。基于选择体系结构文献，本研究旨在检验产品质量和价格分类（与非分类）对极端选项选择厌恶的影响，并确定使难以阅读信息的展示的调节作用。一系列四项实验研究（总共 n = 2838 名在线小组成员）的结果表明，当质量和价格显示排序（与未排序）时，选择非极端或中间属性选项的倾向更强。从理论上讲，多个选项的简单比较会导致决策制定。