营销科学学报 ›› 2016, Vol. 12 ›› Issue (3): 87-100.

• 论文 • 上一篇    下一篇

碳标签的视觉复杂性对消费者加工流畅性及吸引力的影响研究

贾佳,蒋玉石,盛平   

  1. 贾佳,西南交通大学经济管理学院博士研究生,E-mail:275831670@qq.com。
    通讯作者:蒋玉石,西南交通大学经济管理学院副教授,E-mail:jys_a@sina.com。
    盛平,西南交通大学硕士研究生,E-mail:18621329391@163.com。
  • 出版日期:2016-09-01 发布日期:2017-03-15
  • 基金资助:

    基金项目:本研究受国家自然科学基金(71271177、71572156)、四川网络文化研究中心(WLWH15-36)、四川农业特色品牌开发与传播研究中心(CAB1505、CAB1501)资助、西南交通大学创新实践实验项目(YC201505102)资助,非常感谢符国群教授及匿名评审专家所提供的宝贵修改意见和建议。

Consumer Processing of Carbon Labeling: The Interplay Among Visual Complexity, Processing Fluency, and Attractiveness

JiaJia, Jiang Yushi, Sheng Ping   

  1. School of Economics and Management,Southwest Jiaotong University
  • Online:2016-09-01 Published:2017-03-15

摘要:

本文基于环境心理学中的加工流畅性理论,采用3(碳标签构成要素:颜色、形状、文本)×2(碳标签视觉复杂性:简单和复杂)的被试内重复实验设计,针对碳标签视觉复杂性如何影响消费者视觉注意的内在规律进行了深入研究。研究结果表明:消费者对不同视觉复杂性碳标签的形状、文本兴趣区的注视时间和注视次数均存在显著差异,其中简单形状的碳标签要比复杂的更具吸引力;碳标签中的文本视觉复杂性越低(高),越能(不能)引起消费者的偏爱;整体简单的碳标签(颜色、形状、文本均为单一)比复杂的碳标签更受消费者的欢迎;视觉复杂性高的碳标签需要消费者付出更多的认知加工努力,从而导致消费者对复杂碳标签的加工流畅性降低,并进一步制约其对碳标签的整体偏爱程度。此外,本研究还从消费者偏好的视角,对碳标签的设计提供了详细的建议,相关结果对于指导其他类型的商品标签设计也有着重要的借鉴价值。

关键词: 碳标签, 视觉复杂性, 加工流畅性, 眼动实验

Abstract:

This study builds on fluency theory within an environmental psychology framework. Employing 3(Carbon Labeling components: color, shape, text)×2(Carbon Labeling visual complexity) subject repeated experiment, we shed lights to the effect between visual complexity of Carbon Labeling and consumers’ attractiveness. Our findings provide there is a significant differences in total fixation duration and number of fixations of consumers on the Carbon Labeling’s shapes, and the texts in terms of on the Carbon Labeling’s shapes, and the texts in terms of whether it’s simple or complex, shapes, texts, and the texts in terms of whether it’s simple or complex, shapes, texts, the simpler of the shapes and texts of Carbon Labeling, the labels are more attractive; the Carbon Labeling which are overall simple(colors, shapes, texts)are more attractive than complex ones for consumers. Furthermore, both studies confirm that processing-fluency mediate the visual complexity-attractiveness relationship. The visual complexity of Carbon Labeling brings low processing fluency to consumers, then reduce attractiveness. In addition, Our findings provide suggestions on the design of carbon labeling from consumer preference perspective, thus giving significant reference to label design of commodities in other types.

Key words: carbon libeling, visual complexity, processing fluency, eye movement