边缘线索提高在线酒店预订意愿:天气和图片色调的匹配效应  

Peripheral Cues Prompting the Intention of Online Hotel Booking:The Matching Effect of Weather and Picture Color Hue

作　　者：廖觅燕 刘璐 方佳明[2] 杨亮[1] 李良强[1] Liao Miyan;Liu Lu;Fang Jiaming;Yang Liang;Li Liangqiang(Business and Tourism School,Sichuan Agricultural University;School of Man-agement and Economics,University of Electronic Science and Technology of China)

机构地区：[1]四川农业大学商旅学院 [2]电子科技大学经济与管理学院

出　　处：《南开管理评论》2021年第6期62-71,I0013,I0014,共12页Nankai Business Review

基　　金：国家自然科学基金项目(71571029);四川省统计局项目(2017WJ01)资助。

摘　　要：现有研究表明,消费者在购买过程中有强烈的利用在线信息线索进行决策的动机与意愿。已有文献主要聚焦核心线索,对边缘线索对决策的影响缺乏深入研究,即使耗费更少认知努力的边缘线索会对消费者的决策评价产生重要影响。为了深入理解边缘线索对消费者购买决策形成的影响,本研究通过引入M-R模型,以消费者在线酒店预订为研究场景,构建了产品图片色调和天气的匹配对情绪和预订意愿影响的中介作用模型,并进一步论证了消费者解释水平的调节效应。通过三个实验结果表明,晴天时浏览暖色调的酒店住宿图片会提高预订意愿,因为增强了消费者的流畅感;而阴雨天时观看冷色调的酒店图片会刺激冲动动机,从而提高预订。进一步的调节效应研究发现,相较于低解释水平特质的消费者,色调和天气匹配对高解释水平特质消费者预订意愿的影响更明显。本研究揭示了边缘信息线索匹配对于消费者购买决策行为的作用过程和边界条件,为在线产品设计与管理提供了理论和实践指导。E-commerce has become a vital channel for consumers to shop,and it affects the layout of the hotel industry and consumer booking behavior with its convenience and cross-temporal nature.The gradual onlineization of consumer hotel booking prompts hotel groups,online travel platforms,and online travel agencies to develop online booking services,greatly intensifying competition in the online booking market.In this context,how to optimize website design and enhance consumers’intention to book hotels online has become a topic worthy of study.The previous research found that consumers have strong motivation and intention to use online information cues making purchase decisions.These studies mainly focus on the role of core cues,but lack in-depth study on the effect of peripheral cues on decision,even if peripheral cues consuming less cognitive effort have a considerable impact on consumers’evaluation.In order to deeply investigate the effect of peripheral cues on the formation of consumer purchase decisions,this paper focus on online environmental stimulus(i.e.,picture hue)and offline environmental factor(i.e.,weather)in the context of online hotel booking based on the Mehrabian-Russell(M-R)model.Then,considering online stimulus interacting with the offline environment,this paper explores the effect of the matching of the picture hue and the weather on the intention to book hotels online for the first time.The fluency and impulsivity are de-termined as the cognitive and emotional states of consumer information processing,and the mediation model of the effect of the matching of color hue and weather on mood and booking intention is con-structed.Further,the moderating effect of the construal level of consumer is demonstrated.In the series of three studies reported in this paper,we provide convergent evidence of the existence of the proposed hypothesis.More pre-cisely,in Study 1,we examine the main effect of matching color hue and weather on the intention to book hotels online.Consistent with our hypothesis,consumers i

关 键 词：在线酒店预订 信息线索处理 边缘信息线索 色调 天气 

分 类 号：F724.6[经济管理—产业经济] F719.2