上帝之眼还是朋友之眼——民宿主图视角对消费者点击的影响研究  

Top View or Horizontal View:How the View of B&B Cover Pictures Affect Consumers’ Click-through Intention

作　　者：吴恒[1] 何文俊 许梦瑶 吴晗 WU Heng;HE Wenjun;XU Mengyao;WU Han(Economics and Management School,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《旅游学刊》2022年第10期65-76,共12页Tourism Tribune

基　　金：国家自然科学基金项目“技术赋能的商务信息全景化管理与增强型决策的人机协同新范式”(72132008)资助。

摘　　要：民宿主图作为消费者浏览过程中看到的第一张产品图像,是民宿房东讲述“顾客是谁”的个性化服务理念以吸引消费者点击的重要叙事媒介。主图视角则是图像叙事的关键要素,影响着消费者的垂直空间方位感知。根据概念隐喻理论,作为具身概念的垂直空间方位隐喻着大量信息,这对揭示消费者心理黑箱以解释和预测消费者行为具有重要意义。鉴于此,文章通过3项实验揭示了民宿主图视角(俯视vs.平视)对消费者点击意愿的影响机制,强调了感知传输的中介作用,并证明了主图视角的垂直空间隐喻和权力距离信念(高vs.低)、民宿名称暗示性(功能vs.享乐)的匹配易化效应。研究发现,平视视角相较于俯视视角能显著提高消费者感知传输,进而提高其点击意愿,但当消费者启动高权力距离信念或感知到民宿名称的功能暗示时,主图视角对消费者点击的影响方向将发生反转。该研究延伸了概念隐喻理论在体验型产品的线上营销情景中的应用,为民宿房东优化在线展示策略以吸引消费者点击提供参考。With the development of the sharing economy,more and more individual landlords are entering the B&B booking business on online short-term rental platforms,and the competition in the B&B market is intensifying.Facing hundreds of homogeneous B&B information,informationoverloaded consumers tend to slide past webpage quickly,and clicking is a prerequisite for online consumption.Therefore,optimizing online display strategies to attract clicks is a crucial breakthrough for landlords to stand out in fierce competition.The view of the cover picture plays a crucial role in image narrative,which affects consumers’ vertical spatial orientation and presents customized service concept featuring target consumers to get more clicks.According to conceptual metaphor theory(CMT),the embodied vertical spatial orientation metaphorically reveals much information,which opens consumer’s black box to explain and predict their behavior.Thus,this study aims to investigate how the view of B&B cover picture(top view or horizontal view) influences consumers’ clicksthrough and the mechanism driving the process with three experiments.This study found that there is a matching effect between consumer’s power distance belief(high or low) and B&B name suggestiveness(functional or hedonic) and perceived transportation mediates the process.This study found that when facing the same B&B product,the horizontal view(compared to top view) with lower power distance belief and higher familiarity can significantly enhance consumers’ perception transportation and thus increase their willingness to click through.However,consumers’ power distance beliefs and the suggestiveness of the B&B name can influence the main effect and even reverse it.When consumers’ power distance beliefs are high,based on the vertical spatial metaphor of“power on top”,they will receive a higher level of perceived transportation by substituting a top-down view of God,and are more likely to click on it;while when the B&B name conveys a functional suggestion,based on t

关 键 词：民宿主图 图像视角 概念隐喻理论 叙事传输 点击意愿 

分 类 号：F59[经济管理—旅游管理]