在零售业中各式各样的大小对消费者选择的吸引力外文翻译.docVIP

外文翻译 原文 Assortment Size and Option Attractiveness in Consumer Choice Among Retailers Material Source：Journal of Marketing Research Author：Alesander Chernev and Ryan Hamilton Introduction An important decision that retailers make involves selecting the number of items constituting their assortments in each product category. This decision involves optimizing the benefits and costs of the assortment size for both buyers and sellers. Thus, from a retailer’s standpoint, smaller assortments are often considered more desirable for costrelated reasons, such as inventory, shelf space, and financing costs (Kurt Salmon Associates 1993; The Partnering Group 1998). In this context, several retailers have considered trimming their assortments to increase their profit margins. Despite the evident cost savings, this approach has faced resistance from retailers concerned that decreasing assortment size will have a negative impact on consumer attitudes toward the retailer ultimately leading to lower purchase probability (Broniarczyk, Hoyer, and McAlister1998). The increasing impact of assortment size on retailer costs raises the question of how assortment size influences buyers’ choice of a retailer. Thus, a retailer concerned with creating a cost-efficient assortment might want to know whether reducing the number of items in its assortment will lead to a decline in store attractiveness and lower the likelihood of consumers choosing the store. In the same vein, a retailer concerned with broadening its customer base might want to know whether increasing the assortment size will result in greater store preference. Despite the conceptual and practical importance of understanding the impact of assortment size on consumer choice among retailers, existing research does not offer a clear answer to this question, and it has been argued that larger assortments can be both beneficial and detrimental to consumers (Broniarczyk2008; Chernev 2008). We address the question of how assortment size in