摘要
产品展示是电商平台传递产品信息、强化产品印象的关键途经。文章基于S-O-R理论、感官交互理论以及心理意象理论,构建了以在线产品图文信息展示方式为自变量、虚拟触觉感知为中介变量、产品类型为调节变量、消费者反应为因变量的概念模型,探究在线产品展示隐喻性与消费者反应之间的关系及其内在作用机理。结果表明:(1)隐喻式和直白式图文信息展示对消费者反应的影响存在显著差异,隐喻式图文信息展示更能引发积极的消费者反应;(2)虚拟触觉感知具有中介作用,图文信息展示的视觉刺激有助于弥补触觉缺失,并正向作用于消费者反应;(3)产品类型调节图文信息展示方式对消费者反应的影响,对于高触觉特性的产品,隐喻式图文信息展示能提升消费者反应,而对于低触觉特性的产品,直白式图文信息展示效果更好。
Product display is a key pathway to showing product information and strengthening product impressions on e-commerce platforms.Based on S-O-R theory,sensory interaction theory and mental imagery theory,this study constructs a conceptual model with online product graphic information display as the independent variable,virtual tactile perception as the mediator variable,product category as the moderator variable and consumer response as the dependent variable to investigate the relationship between online product display and consumer response and the influence mechanism.The results show that:there is a significant difference in the effect of metaphorical and straightforward graphic information display on consumer response,and metaphorical graphic information display is more likely to trigger positive consumer response;virtual tactile perception has a mediating role,and the visual stimulation of graphic information display helps to compensate for the tactile deficit and positively affects consumer response;product category moderates the effect of graphic information display on consumer response.For products with high tactile characteristics,metaphorical graphic information displays enhance consumer responses,while for products with low tactile characteristics,straightforward graphic information displays are more effective.
作者
陈凯
王菁菁
常皓媛
CHEN Kai;WANG Jing-jing;CHANG Hao-yuan(School of Economics&Management,Beijing Forestry University,Beijing 100083;China Academy of Information and Communications Technology,Beijing 100191)
出处
《江南大学学报（人文社会科学版）》
2022年第6期39-53,共15页
Journal of Jiangnan University：Humanities & Social Sciences Edition
基金
中央高校基本科研业务费专项资金项目(2019RW16)。
关键词
图文信息展示
虚拟触觉感知
消费者反应
影响机制
graphic information display
virtual tactile perception
consumer response
influence mechanism
