网上产品展示中感觉线索对消费者购买意愿的影响：基于心象理论的视角

营销科学学报 ›› 2016, Vol. 12 ›› Issue (2): 87-99.

网上产品展示中感觉线索对消费者购买意愿的影响：基于心象理论的视角

苏晶蕾，银成钺，郭帅

苏晶蕾，东北师范大学商学院博士研究生，E-mail：sujl933@nenu.edu.cn。
银成钺，东北师范大学商学院副教授、博士生导师，E-mail：yincy653@nenu.edu.cn。
郭帅，东北师范大学商学院博士研究生，E-mail：guos510@nenu.edu.cn。

出版日期:2016-06-01 发布日期:2016-09-29
基金资助:
本研究得到国家社会科学基金项目（15BGL092）的资助，特此感谢。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

The effects of online product presentation’s sensory cues on consumer’s purchase intention: A mental imagery perspective

Su Jinglei, Yin Chengyue, Guo Shuai

Su Jinglei, School of Business, Northeast Normal University.
Yin Chengyue, School of Business, Northeast Normal University.
Guo Shuai, School of Business, Northeast Normal University.

Online:2016-06-01 Published:2016-09-29

摘要/Abstract

摘要：

本研究基于心象理论的视角，通过两个实证分析检验了网上产品展示中感觉线索对消费者购买意愿的影响。实验1采用2（文字描述中是否含有感觉线索：是vs.否）×2（消费者幻想倾向：高vs.低）被试间实验的方法，发现文字描述中的感觉线索对心象唤醒程度有显著的作用，幻想倾向在感觉线索对心象唤醒的影响过程中起调节作用，心象唤醒程度对消费者购买意愿产生正向影响，心象唤醒程度越高，消费者的购买意愿越强烈。实验2采用2（文字描述中是否含有感觉线索：是vs.否）×2（产品类别：搜索品vs.体验品）被试间实验的方法，发现相比于搜索品，消费者对体验品的心象唤醒将会导致更高的购买意愿。

关键词: 心象, 心象唤醒, 感觉线索, 产品类别

Abstract:

Based on a imagery perspective, we examine the role of online product presentation’s sensory cues in consumer’s purchase intention through 2 empirical study. Study 1 conducts a 2(text contains sensory cues: yes vs. no)×2(consumer fantasy proneness: high vs. low) between subject experimental method, we find that sensory cues in the text have significant effect on imagery evoked, fantasy proneness regulates the process of influence of sensory cues on imagery evoked, the degree of imagery evoked have a positive effect on consumer’s purchase intention. Study 2 conducts a 2(text contains sensory cues: yes vs. no)×2(product categories: search product vs. experience product) between subject experimental method, we find that imagery evoked under experience product is more effective than search product in increasing purchase intention.

Key words: Mental imagery, Imagery evoked, Sensory cues, product categories

苏晶蕾，银成钺，郭帅. 网上产品展示中感觉线索对消费者购买意愿的影响：基于心象理论的视角[J]. 营销科学学报, 2016, 12(2): 87-99.

Su Jinglei, Yin Chengyue, Guo Shuai. The effects of online product presentation’s sensory cues on consumer’s purchase intention: A mental imagery perspective[J]. Journal of Marketing Science, 2016, 12(2): 87-99.