用户目标作用下在线产品视频信息传播价值分析  

Value Analysis of Video Form of Online Product under the User’s Goal

作　　者：刘尊礼[1] 鲁成[2] 王丽丽 LIU Zunli;LU Cheng;WANG Lili(School of Management,Shanghai University of Engineering Science,Shanghai 201620,China;College of Fashion and Design,Donghua University,Shanghai 200051,China;Shi Liangcai School of Journalism and Communication,Zhejiang Sci-tech University,Hangzhou 310018,China)

机构地区：[1]上海工程技术大学管理学院,上海201620 [2]东华大学服装与艺术设计学院,上海200051 [3]浙江理工大学史量才新闻与传播学院,浙江杭州310018

出　　处：《上海管理科学》2020年第3期69-75,共7页Shanghai Management Science

基　　金：国家自然科学基金面上项目(71472124);国家自然科学基金应急项目(71840009);国家自然科学基金重点项目(71832008)。

摘　　要：产品视频信息已成为在线零售企业或电商平台信息传递的重要工具。以往研究强调视频信息比图文展示更具形象性、更容易激起消费者的购买欲望。然而,依据用户目标不同,电商平台可以更有效地选择信息传播形式,以最大化平台和商家的收益。实验一研究发现,仅是图片叠加而成的视频信息不会对消费者偏好产生影响,也不会因用户目标不同而产生差异。实验二进一步研究发现,场景与功能相结合的信息中,用户目标不明确(娱乐浏览)时,会对视频(而非图片)呈现的产品产生更强的偏好,而用户目标明确(产品搜索)时,产品偏好不会受到产品信息传播形式的影响。研究结果有助于在线零售企业设计基于用户目标场景的在线产品信息传播形式,提高信息传播效果。Product video information has become an important tool for information communication in online retail companies or e-commerce platforms.Previous studies have emphasized that video information is more visual and more likely to stimulate consumers′desire to buy than graphic display.However,depending on the user′s goal,the e-commerce platform can more effectively choose the form of information communication to maximize the benefits of the platform and the retailer.Experiment 1 found that consumer preferences neither affected by the video made only by image overlays,nor does it differ depending on user’s goals.Further research in Experiment 2 found that users with equivocal goals(i.e.recreational browsing)showed a stronger preference for the product presented by the video information(vs.image)that combined scene and function,while the product preference was not affected by the form of product information communication for the users with concrete goals(i.e.the search of a specific product).The research results will help online retailers properly design and effectively communicate the product information based on user’s goal and product usage scenarios to boost the communication effect.

关 键 词：用户目标 产品信息传播形式 媒体丰富度 信息投入度 

分 类 号：F713[经济管理—产业经济] G206[文化科学—传播学]