网上隐喻式产品图片展示触觉补偿效应的实证研究  

An Empirical Study of the Tactile Compensation Effect of Online Metaphorical Product Pictures Display

作　　者：杨慧[1] 冷雄辉[2,3] YANG Hui;LENG Xiong-hui(Jiangxi University of Finance and Economics,Nanchang 330013;East China Jiaotong University,Nanchang 330013,China)

机构地区：[1]江西财经大学国际学院,江西南昌330013 [2]江西财经大学工商管理学院,江西南昌330013 [3]华东交通大学经济管理学院,江西南昌330013

出　　处：《当代财经》2018年第11期78-87,共10页Contemporary Finance and Economics

基　　金：国家自然科学基金项目"基于线上线下融合的混合服务质量研究:驱动机制;影响效果和管理启示"(71762011);江西省自然科学基金项目"生鲜农产品网络销售的感官补偿机制及策略研究"(20181BAA208056);江西财经大学2017年度研究生创新专项资金项目"在线农产品购买行为的感官补偿机制研究"

摘　　要：通过两个实验检验了网上隐喻式产品图片展示对网上销售情境下触觉缺失的补偿效应以及对消费者购买意愿的作用机制。实验一采用单因素组间实验法,研究发现网上隐喻式产品图片展示能积极唤醒消费者触觉意象并影响购买意愿,消费者触觉意象在产品图片展示方式对购买意愿的影响中起中介作用。实验二采用2(网上产品图片展示方式:隐喻展示VS直述展示)×2 (个体结构需求:高VS低)被试间实验法,发现消费者结构需求在产品图片展示方式对消费者触觉意象的影响过程中起调节作用。研究结论不仅对破解电商天然存在的感官缺失障碍和困境具有重要的实践意义,而且对于网上零售商有效设计产品展示网页和提高消费者购买意愿具有参考价值。Through two experiments, this paper empirically tests the compensation effect of online metaphorical product pictures display in the tactile absent context of online sales and the mechanism of consumers’ willingness to purchase. The first experiment is carried out with the single factor inter-group experiment method, it is found that online metaphorical product pictures display can positively wake up consumers’ tactile image and affect their purchase intention; consumers’ tactile image plays the role of mediation in the influence of the product pictures display on customers’ purchase inten-tion. The second experiment uses 2 (online product display mode: metaphorical display vs. direct statement display) by 2 (individual structural need: high vs. low) inter-subjects experimental method; the findings show that the consumer structural need plays the role of mediation in the influence of the product pictures display ways on customers’ tactile image. This conclusion can not only have im-portant practical significance?to solve the natural barriers and difficulties of online sensory absence, but also have practical reference value for online retailers to design product display web pages and improve consumers’ purchase intention.

关 键 词：概念隐喻 触觉意象 触觉补偿 购买意愿 生鲜农产品 

分 类 号：F405[经济管理—产业经济]