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