本研究認為，不同的數字距離導致人們處理決策時，決策難易度改變，進一步影響人們在兩位總交易次數差距不同的賣家做選擇時，對高、低評價的賣家偏好產生變化。實驗結果顯示，當人們看到兩位評價百分比一致，交易次數差距很小的賣家時，會使該情形的消費者對於高交易次數賣家的偏好，比面臨到兩位賣家交易次數差距大情形的消費者來的高。這個狀況會隨著網路賣家的評價個數累積愈多，而愈趨明顯。我們也發現了造成這個結果的背後機制，也就是人們與評價差距大小不同的賣家交易時，所知覺到的風險。此外，本研究也討論到不同數字計算能力的人，在總交易次數差距大，及總交易次數差距小的賣家中做選擇時，對於高、低賣家的偏好有所差異。

This research examines the effect of numerical distance on processing difficulty resulting in different preference for high rating sellers and low rating sellers when consumers shopping on internet. Our results showed that when consumers in the situation that the distance between the sellers rating is small, they will prefer high rating sellers more than when they in the situation that the distance between the sellers rating is large. These outcomes depend on the cumulative number of transactions of sellers. Perceived risk seems to be the mechanism underlying the distance effect of sellers rating. Moreover, we also discussed the preference of people with different numeracy when they make purchase decisions in different seller rating distance choice sets.

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