营销科学学报 ›› 2016, Vol. 12 ›› Issue (1): 51-69.

• 论文 • 上一篇    下一篇

在线图片呈现顺序对消费者购买意愿的影响研究——基于信息处理模式视角

黄静,郭昱琅,熊小明,王伊礼   

  1. 黄静,武汉大学经济与管理学院,教授,博士生导师,电子邮箱:huangjing877 @whu.edu.cn。
    郭昱琅,武汉大学经济与管理学院,博士生,电子邮箱:116588264@qq.com。
    熊小明,江西师范大学商学院,讲师,电子邮箱:604397509@qq.com。
    王伊礼,武汉大学经济与管理学院,博士生,电子邮箱:5324102@qq.com。
  • 出版日期:2016-03-01 发布日期:2016-05-26
  • 基金资助:

    本研究得到国家自然科学基金项目(71572136)的资助,特此感谢。

Impact of Online Picture Presentation Order on Consumers' Purchase Intention:Based on The Perspective of Information Processing Mode

Huang Jing,Guo Yulang,Xiong Xiaoming,Wang Yili   

  1. Huang Jing,Economics and Management School of  Wuhan University.
    Guo Yulang,Economics and Management School of  Wuhan University.
    Xiong Xiaoming,Business College of Jiangxi Normal University.
    Wang Yili,Economics and Management School of  Wuhan University.
  • Online:2016-03-01 Published:2016-05-26

摘要:

本文从信息处理模式视角探究了在线图片呈现顺序对消费者购买意愿的影响。研究1初步探索了图片呈现顺序与产品类别对消费者购买意愿的交互作用,通过实验数据表明,搜索品中,先产品图片后模特图片的呈现顺序更容易提高消费者购买意愿,而体验品中,先模特图片后产品图片的呈现顺序更容易提高消费者购买意愿,并验证了消费者想象处理程度的中介效应;研究2加入了购买对象的考察,发现消费者为陌生他人购买的情况下,想象处理过程受到抑制,呈现顺序对于购买意愿没有显著影响;研究3聚焦在为他人购买的两种不同类型,发现当消费者为熟悉他人购买时,在不同产品类别下,图片呈现顺序仍然对消费者购买意愿有显著影响。排除了本研究的作用机制必须局限在与自我相关的想象处理过程这一解释;最后研究4探讨消费者感知模特与产品匹配性的边界,发现当消费者感知模特与产品匹配性低时,想象处理过程仍然会被抑制,图片呈现顺序对消费者购买意愿将无显著影响。

关键词: 图片呈现顺序, 信息处理模式, 产品类型, 想象处理程度, 购买意愿

Abstract:

Based on perspective of information processing mode, the authors examine the role of online pictures’ presentation order in consumer’s purchase intention. Specially, study 1 found that the order of product first is more effective than the order of model first in increasing purchase intention under search goods and the order of model first is more effective than the order of product first in increasing purchase intention under experience goods and the authors also test the mechanism of the extent of imagery processing; Study 2 further indicated that, for participants who buy something for unfamiliar others, the presentation order didn‘t affect their purchase intention because their imagery become less accessible; Study3 focus 2 types of others and find that when consumer buy something for familiar others, the presentation order still affect their purchase intention. The result eliminated the explaination that the presentation order still affect their purchase intention through the self-related imagery process; In study 4,the authors further explore the boundary condition of match effect of model and product. When the model is not fit with product well,presentation order didn‘t affect their purchase intention because their imagery become less accessible.

Key words: Pictures&rsquo, Presentation Order, Information Processing Mode, Product Type, The Extent of Imagery Processing, Purchase Intention