营销科学学报 ›› 2014, Vol. 10 ›› Issue (4): 97-108.

• 论文 • 上一篇    下一篇

网店商品图片信息对顾客购买意愿的影响 ――产品类型的调节效应

范钧,沈东强,林帆   

  1. 范钧,浙江工商大学工商管理学院市场营销系教授,博士生导师,E-mail:fj@zjgsu.edu.cn。
    沈东强,浙江工商大学工商管理学院市场营销系硕士研究生,E-mail:shendongq@163.com。
    林帆,浙江工商大学工商管理学院市场营销系硕士研究生,E-mail:lfxskobe@163.com。
  • 出版日期:2014-12-01 发布日期:2015-01-30
  • 基金资助:

    非常感谢两位匿名评审专家提出宝贵的评审意见,特此致谢!

The Impact of Product Image on Consumer’s Purchasing Intentions ――Based on Moderating Effects of Product Type

Fan Jun,Shen Dongqiang,Lin Fan   

  1. School of Business Administration,Zhejiang Gongshang University
  • Online:2014-12-01 Published:2015-01-30

摘要:

本文借鉴ELM模型,通过2×2和2×3两个实验,分析了网店商品图片完整性(完整vs.不完整)、图片来源(企业vs.顾客vs.组合)对顾客购买意愿的影响,并考察了产品类型(体验型vs.搜索型)的调节效应。结果表明:(1)网店商品图片不完整会显著降低顾客购买意愿,且其对体验型产品的负面影响大于搜索型产品;(2)网店同时使用“企业发布图片”和“顾客分享图片”会显著提高顾客购买意愿,且其对体验型产品的正面影响大于搜索型产品;(3)无论是体验型还是搜索型产品,网店单一使用“企业发布图片”或“顾客分享图片”对顾客购买意愿的影响均无显著差异。

关键词: 图片完整性, 图片来源, 产品类型, 顾客购买意愿, ELM

Abstract:

Employing the ELM model, this research examines how different image integrity and source influence the consumer's purchasing intentions and the moderating effects of product category through two between-subjects experimental designs. The results indicate that the incomplete of on-line shops' images has a significant negative impact on consumer's purchasing intentions, experience goods suffered greater effect than search goods. Using both "Enterprise Publishing Pictures" and "Users Sharing Pictures" will improve consumer's purchasing intentions significantly. And it has greater impact on experience goods compared to search goods. The results also reveal that the images’ impact on both kinds of goods' consumer's purchasing intentions exhibits no significant difference if "Enterprise Publishing Pictures" and "Users Sharing Pictures" are used solely.

Key words: Image Integrity, Image Source, Product Type, Consumer's Purchasing Intentions, Elaboration Likelihood Model