视频形式的网购展示界面对点击意愿的影响研究  

Research on the Influence of Video-based Online Shopping Display Interface on Consumers' Willingness to Click

作　　者：徐康 吕巍[1] XU Kang;Lü Wei(Antai College of Economics & Management,Shanghai Jiaotong University,Shanghai 200030,China)

机构地区：[1]上海交通大学经济与管理学院,上海200030

出　　处：《上海管理科学》2020年第2期14-19,共6页Shanghai Management Science

基　　金：国家自然科学基金项目“聚焦价格还是关注信息:感知价格不公平情境下文化消费产品的质量推断”(71372150)。

摘　　要：主要研究消费者进行网络购物时,在有明确购物意图的前提下,视频形式的展示界面对点击意愿的影响。通过两组实验表明,相比于传统静态图片展示界面,视频形式的展示界面对消费者的点击意愿具有正向促进作用,而且认知系统响应水平在其中起到中介作用。从产品属性和消费者特征角度进一步展开研究,最终发现产品类型和消费者说服知识水平在其中起到调节作用。研究既丰富了视频展示界面相关理论研究的内容,也对实践中的商家采取何种展示策略提供了参考依据,同时探讨了未来进一步开展研究的方向。The paper mainly studies the influence of video display interface on consumers' willingness to click when shopping online.Two sets of experiments show that compared with the traditional static picture display interface,the video form display interface has a positive promotion effect on the consumer s will ingness to click.Meanwhile,the cognitive system response level plays a mediating role.Further research is carried out from the perspective of product attributes and consumer characteristics,and it is finally found that product types and consumer persuasive knowledge levels play a regulatory role.The research not only enriches the content of the theoretical research related to the video display interface,but also provides a reference for the display strategy adopted by the merchants in practice.At the same time,we also discuss the direction of further research in the future.

关 键 词：视频展示界面 点击意愿 认知系统 产品类型 说服知识水平 

分 类 号：F713[经济管理—产业经济]