图片呈现对消费者关注及接近行为影响效应研究  

The Effect of Picture Presentation on Consumer’s Attention and Approach Behavior

作　　者：武瑞娟[1] 欧晓倩 李东进[2] Wu Ruijuan;Ou Xiaoqian;Li Dongjin(School of Management,Tianjin University of Technology,Tianjin 300384;Business School,Nankai University,Tianjin 300071)

机构地区：[1]天津理工大学管理学院,天津300384 [2]南开大学商学院,天津300071

出　　处：《管理评论》2021年第12期176-186,共11页Management Review

基　　金：国家自然科学基金项目(71672124,71772092,71832005)。

摘　　要：本文重点关注网店情境中图片呈现的产品图片呈现和模特图片呈现,并探讨二者对消费者关注和接近行为的影响效应,以及背后的边界条件和解释机制。研究一为眼动追踪实验,结果证实,对于模特图片呈现,个体对与外貌有关产品关注更高;对于产品图片呈现,个体对与外貌有关和与外貌无关产品的关注无显著差异。研究二和研究三为行为学实验。研究二结果表明,对与外貌有关产品,模特图片会导致更高的接近行为;对与外貌无关产品,模特图片和产品图片对接近行为的影响作用无显著差异;心理模拟在该交互效应中的中介作用显著。研究三结果进一步证实了研究二的结果,并且排除了产品表现不确定性和产品呈现有用性的中介作用。The current study focuses on two types of picture presentation,human model picture presentation and product picture presentation,and examines the effect of picture presentation on consumer’s attention and approach behavior through three studies.Study 1 is an eye-tracking experiment.Results of Study 1 show that people pay more attention to human model picture of appearance-related product than that of appearance-unrelated product;there is no significant difference of attention for product picture between two types of products.Study 2 and Study 3 are laboratory experiments.Results of Study 2 show that the interaction effects of picture presentation and product category on approach behavior are significant.Furthermore,the interaction effects of picture presentation and product category are mediated by mental simulation.Results of Study 3 replicate the results of Study 2,and precludes the mediating effects of product performance uncertainty and product presentation helpfulness.

关 键 词：图片呈现 消费者关注 接近行为 心理模拟 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]