Abstract: Pictures of the product displayed on the search result page, which are also the home page pictures, have an important influence on consumer's shopping decisions. They will directly affecting consumer's willingness on whether to click the picture, thereby affecting the possibility of purchase. In the scenario of online marketing of agricultural products, and based on the perspective of Cue Utilization Theory and Information Processing Theory, this paper studies the influence of different picture contents on consumer's willingness to click pictures, and examines the intermediary mechanism and boundary conditions of the impact through three experiments. The results show that the addition of the product’s production environment or grower to the product picture on the search result page can effectively improve consumer's willingness to click the product under the mechanism that consumer initiate a dual system to process different information. Compared with product pictures, pictures displaying the product and the production environment can stimulate consumers to conduct more cognitive system processing, and pictures displaying the product and its growers can stimulate consumers to carry out more emotional system processing, resulting in higher click intention. However, the above effect only exists in the context of non-branded agricultural products. When browsing branded agricultural products, due to the effect of high diagnostic brand signals, the cue of production environment can't increase click intention, what’s worse, the cue of grower has a negative influence on the click intention.

Key words:  , Agricultural Products, Picture Content, Willingness to Click, Cue Utilization Theory, Information Processing Theory