图片呈现对消费者关注及接近行为影响效应研究

摘要/Abstract

摘要： 本文重点关注网店情境中图片呈现的产品图片呈现和模特图片呈现，并探讨二者对消费者关注和接近行为的影响效应，以及背后的边界条件和解释机制。研究一为眼动追踪实验，结果证实，对于模特图片呈现，个体对与外貌有关产品关注更高；对于产品图片呈现，个体对与外貌有关和与外貌无关产品的关注无显著差异。研究二和研究三为行为学实验。研究二结果表明，对与外貌有关产品，模特图片会导致更高的接近行为；对与外貌无关产品，模特图片和产品图片对接近行为的影响作用无显著差异；心理模拟在该交互效应中的中介作用显著。研究三结果进一步证实了研究二的结果，并且排除了产品表现不确定性和产品呈现有用性的中介作用。

关键词: 图片呈现, 消费者关注, 接近行为, 心理模拟

Abstract: The current study focuses on two types of picture presentation, human model picture presentation and product picture presentation, and examines the effect of picture presentation on consumer's attention and approach behavior through three studies. Study 1 is an eye-tracking experiment. Results of Study 1 show that people pay more attention to human model picture of appearance-related product than that of appearance-unrelated product; there is no significant difference of attention for product picture between two types of products. Study 2 and Study 3 are laboratory experiments. Results of Study 2 show that the interaction effects of picture presentation and product category on approach behavior are significant. Furthermore, the interaction effects of picture presentation and product category are mediated by mental simulation. Results of Study 3 replicate the results of Study 2, and precludes the mediating effects of product performance uncertainty and product presentation helpfulness.

Key words: picture presentation, consumer's attention, approach behavior, mental simulation

武瑞娟, 欧晓倩, 李东进. 图片呈现对消费者关注及接近行为影响效应研究[J]. 管理评论, 2021, 33(12): 176-186.

Wu Ruijuan, Ou Xiaoqian, Li Dongjin. The Effect of Picture Presentation on Consumer's Attention and Approach Behavior[J]. Management Review, 2021, 33(12): 176-186.

参考文献

[1] Yoo J., Kim M. The Effects of Online Product Presentation on Consumer Responses:A Mental Imagery Perspective[J]. Journal of Business Research, 2014, 67(11):2469-2472
[2] Fiore A. M., Jin H. J., Kim J. For Fun and Profit:Hedonic Value from Image Interactivity and Responses toward an Online Store[J]. Psychology and Marketing, 2005, 22(18):669-694
[3] Nitse P. S., Parker K. R., Krumwiede D., et al. The Impact of Color in the E-Commerce Marketing of Fashions:An Exploratory Study[J]. European Journal of Marketing, 2004, 38(7):898-915
[4] Then N. K., Delong M. R. Apparel Shopping on the Web[J]. Journal of Family and Consumer Sciences, 1999, 91(3):65-68
[5] Kelton A. S., Pennington R. R., Tuttle B. M. The Effects of Information Presentation Format on Judgment and Decision Making:A Review of the Information Systems Research[J]. Journal of Information Systems, 2010, 24(2):79-105
[6] Zhao M., Hoeffler S., Dahl D. W. The Role of Imagination-Focused Visualization on New Product Evaluation[J]. Journal of Marketing Research, 2009, 46(1):46-55
[7] Wang Q., Dai Y. The Influence of Online Product Presentation and Seller Reputation on the Consumers' Purchase Intention across Different Involvement Products[C]. 17th Pacific Asia Conference on Information Systems, 2013
[8] Kim M., Lennon S. The Effects of Visual and Verbal Information on Attitudes and Purchase Intentions in Internet Shopping[J]. Psychology and Marketing, 2008, 25(2):146-178
[9] Kwan C. M. C., Dai X., Wyer R. S. J. Contextual Influences on Message Persuasion:The Effect of Empty Space[J]. Journal of Consumer Research, 2017, 44(2):448-464
[10] Maclnnis D. J., Price L. L. The Role of Imagery in Information Processing:Review and Extensions[J]. Journal of Consumer Research, 1987, 13(4):473-491
[11] Kim M., Kim J. H., Lennon S. J. Online Service Attributes Available on Apparel Retail Web Sites:An E-S-Qual Approach[J]. Managing Service Quality, 2006, 16(1):51-77
[12] Lynch J., Schuler D. The Matchup Effect of Spokesperson and Product Congruency:A Schema Theory Interpretation[J]. Psychology and Marketing, 1994, 11(5):417-445
[13] Pollay R. W. The Subsiding Sizzle:A Descriptive History of Print Advertising, 1900-1980[J]. Journal of Marketing, 1985, 49(3):24-37
[14] Mitchell A. A., Olson J. C. Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?[J]. Journal of Marketing Research, 1981, 18(3):318-332
[15] Townsend C., Kahn B. E. The "Visual Preference Heuristic":The Influence of Visual versus Verbal Depiction on Assortment Processing, Perceived Variety, and Choice Overload[J]. Journal of Consumer Research, 2014, 40(5):993-1015
[16] Mackay K. J., Smith M. C. Destination Advertising:Age and Format Effects on Memory[J]. Annals of Tourism Research, 2006, 33(1):7-24
[17] An D. Advertising Visuals in Global Brands' Local Websites:A Six-Country Comparison[J]. International Journal of Advertising, 2007, 26(3):303-332
[18] Kergoat M., Meyer T., Merot A. Picture-Based Persuasion in Advertising:The Impact of Attractive Pictures on Verbal Ad's Content[J]. Journal of Consumer Marketing, 2017, 34(7):89-99
[19] Holbrook M. B., Moorew L. Feature Interactions in Consumer Judgments of Verbal versus Pictorial Presentations[J]. Journal of Consumer Research, 1981, 8(1):103-113
[20] Chang C. T. Is a Picture Worth a Thousand Words? Influence of Graphic Illustration on Framed Advertisements[J]. Advances in Consumer Research, 2006, 33(1):104-112
[21] Stafford M. R. Tangibility in Services Advertising:An Investigation of Verbal versus Visual Cues[J]. Journal of Advertising, 1996, 25(3):13-28
[22] Kim J. H., Kim M., Lennon S. J. Effects of Website Atmospherics on Consumer Responses:Music and Product Presentation[J]. Direct Marketing:An International Journal, 2009, 3(1):4-29
[23] Aydinoǧlu N. Z., Cian L. Show Me the Product, Show Me the Model:Effect of Picture Type on Attitudes toward Advertising[J]. Journal of Consumer Psychology, 2014, 24(4):506-519
[24] 黄静, 郭昱琅, 熊小明, 等. 在线图片呈现顺序对消费者购买意愿的影响研究——基于信息处理模式视角[J]. 营销科学学报, 2016, 12(1):51-69
[25] Argo J. J., Dahl D. W. Standards of Beauty:The Impact of Mannequins in the Retail Context[J]. Journal of Consumer Research, 2018, 44(5):974-990
[26] Solomon M., Bamossy G., Askegaard S. Consumer Behavior:A European Perspective[M]. San Antonio:Pearson Education Limited, 2002
[27] Guido G. The Salience of Marketing Stimuli:An Incongruity-Salience Hypothesis on Consumer Awareness[M]. Boston:Kluwer Academic Publishers, 2001
[28] Kahneman D. Attention and Effort[M]. New Jersey:Prentice Hall Inc, 1973
[29] Shiffrin R. M., Schneider W. Controlled and Automatic Human Information Processing:Ⅱ. Perceptual Learning, Automatic Attending, and a General Theory[J]. Psychological Review, 1977, 84(2):127-190
[30] Shiffrin R. M., Schneider W. Controlled and Automatic Human Information Processing:Ⅰ. Detection, Search, and Attention[J]. Psychological Review, 1977, 84(1):1-66
[31] Mehrabian A., Russell J. A. An Approach to Environment Psychology[M]. Cambridge, MA:MIT Press, 1974
[32] Eroglu S. A., Machleit K. A., Davis L. M. Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses[J]. Psychology and Marketing, 2003, 20(2):139-150
[33] 武瑞娟, 王承璐. 网店专业性对消费者情感和行为影响效应研究——一项基于大学生群体的实证研究[J]. 管理评论, 2014, 26(1):109-119
[34] Yoo J., Kim M. Online Product Presentation:The Effect of Product Coordination and a Model's Face[J]. Journal of Research in Interactive Marketing, 2012, 6(1):59-72
[35] Schlenker B. R. Impression Management:The Self-Concept, Social Identity, and Interpersonal Relations[M]. Monterey, CA:Brooks/Cole, 1980
[36] Barasch A., Zauberman G., Diehl K. How the Intention to Share can Undermine Enjoyment:Photo-Taking Goals and Evaluation of Experiences[J]. Social Science Electronic Publishing, 2018, 44(6):1220-1237
[37] Cialdini R. B., Trost M. R. Social Influence:Social Norms, Conformity, and Compliance[A]. In Gilbert D. T., Fiske S. T., Lindzey G. (Eds.) The Handbook of Social Psychology (4th ed.)[C]. Boston:McGraw-Hill, 1998
[38] Jeong S. W., Fiore A. M., Niehm L. S., et al. The Role of Experiential Value in Online Shopping:The Impacts of Product Presentation on Consumer Responses towards an Apparel Web Site[J]. Internet Research, 2009, 19(1):105-124
[39] Taylor S. E., Schneider S. K. Coping and the Simulation of Events[J]. Social Cognition, 1989, 7(2):174-194
[40] Escalas J. E. Imagine Yourself in the Product[J]. Journal of advertising, 2004, 33(2):37-48
[41] Anderson C. A. Imagination and Expectation:The Effect of Imagining Behavioral Scripts on Personal Intentions[J]. Journal of Personality and Social Psychology, 1983, 44(2):293-305
[42] Carroll J. S. The Effect of Imagining an Events on Expectation for the Events:An Interpretation in Terms of the Availability Heuristic[J]. Journal of Consumer Psychology, 1978, 14(1):88-96
[43] Gregory W. L., Cialdini R. B., Carpenter K. M. Self-Relevant Scenarios as Mediators of Likelihood Estimates and Compliance:Does Imagining Make It So?[J]. Journal of Personality and Social Psychology, 1982, 43(1):89-99
[44] Krishnamurthy P., Sivaraman A. C. Counter Factual Thinking and Advertising Responses[J]. Journal of Consumer Research, 2002, 28(4):650-658
[45] Hung I. W., Wyer R. S. The Impact of Implicit Theories on Responses to Problem-Solving Print Advertisements[J]. Journal of Consumer Psychology, 2008, 18(3):223-235
[46] Wyer R. S., Hung I. W., Jiang Y. Visual and Verbal Processing Strategies in Comprehension and Judgment[J]. Journal of Consumer Psychology, 2008, 18(4):244-257
[47] Just M. A., Carpenter P. A. Eye Fixations and Cognitive Processes[J]. Cognitive Psychology, 1976, 8(4):441-480
[48] 刁雅静, 何有世, 王念新, 等. 商品类型对消费者评论认知的影响:基于眼动实验[J]. 管理科学, 2017, 30(5):3-16
[49] 王求真, 姚倩, 叶盈. 网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究[J]. 管理工程学报, 2014, 28(4):37-47
[50] 杨海波. 不同类别品牌延伸认知效果的眼动评估[J]. 心理与行为研究, 2006, 4(3):194-199
[51] Wedel M., Pieters R. Eye Fixations on Advertisements and Memory for Brands:A Model and Findings[J]. Marketing Science, 2000, 19(4):297-312
[52] 蒋玉石. 网络广告版式中logo要素最佳视觉搜索效应研究[J]. 营销科学学报, 2012, 8(4):96-104
[53] Wang Q., Yi Y., Qi W., et al. The Effect of Human Image in B2C Website Design:An Eye-tracking Study[J]. Enterprise Information Systems, 2014, 8(5):582-605
[54] Preacher K. J., Rucker D. D., Hayes A. F. Addressing Moderated Mediation Hypotheses:Theory, Methods, and Prescriptions[J]. Multivariate Behavioral Research, 2007, 42(1):185-227
[55] Weathers D., Sharma S., Wood S. L. Effects of Online Communication Practices on Consumer Perceptions of Performance Uncertainty for Search and Experience Goods[J]. Journal of Retailing, 2007, 83(4):393-401
[56] Filieri R., McLeay F., Tsui B., et al. Consumer Perceptions of Information Helpfulness and Determinants of Purchase Intention in Online Consumer Reviews of Services[J]. Information & Management, 2018, 55(8):956-970
[57] Song S. S., Kim M. Does More Mean Better? An Examination of Visual Product Presentation in E-Retailing[J]. Journal of Electronic Commerce Research, 2012, 13(4):345-355
[58] Engeln-maddox R. Cognitive Responses to Idealized Media Images of Women:The Relationship of Social Comparison and Critical Processing to Body Image Disturbance in College Women[J]. Journal of Social and Clinical Psychology, 2005, 24(8):1036-1060
[59] Bower A. B., Landreth S. Is Beauty Best? High versus Normally Attractive Models in Advertising[J]. Journal of Advertising, 2001, 30(1):1-12
[60] Martin B. A. S., Veer E., Pervan S. J. Self-Referencing and Consumer Evaluations of Larger-Sized Female Models:A Weight Locus of Control Perspective[J]. Marketing Letters, 2007, 18(3):197-209
[61] Peck J., Loken B. When will Larger-Sized Female Models in Advertisements Be Viewed Positively? The Moderating Effects of Instructional Frame, Gender, and Need for Cognition[J]. Psychology & Marketing, 2004, 21(6):425-442
[62] Smeesters D., Mussweiler T., Mandel N. The Effects of Thin and Heavy Media Images on Overweight and Underweight Consumers:Social Comparison Processes and Behavioral Implications[J]. Journal of Consumer Research, 2010, 36(6):930-949
[63] 武瑞娟, 王承璐. 西方模特更受欢迎吗?——模特类型和模特表情与消费者对模特的态度关系研究[J]. 营销科学学报, 2016, 12(4):14-26
[64] Mudambi S. M., Schuff D. What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon. com[J]. MIS Quarterly, 2010, 34(1):185-200
[65] Pan Y., Zhang J. Q. Born Unequal:A Study of the Helpfulness of User-Generated Product Reviews[J]. Journal of Retailing, 2011, 87(4):598-612
[66] Burke R. R. Technology and the Customer Interface:What Consumers Want in the Physical and Virtual Store[J]. Journal of the Academy of Marketing Science, 2002, 30(4):411-432
[67] Allan C. H., Bolton L. E., Sharon N., et al. Culture, Relationship Norms, and Dual Entitlement[J]. Journal of Consumer Research, 2017, 45(1):1-20
[68] 孙瑾, 张红霞. 服务品牌名字的暗示性对消费者决策的影响[J]. 管理科学, 2011, 24(5):56-69