动态还是静态?成分图像呈现方式对感知产品功效的影响  

Dynamic or static?The influence of ingredient image presentation on perceived product efficacy

作　　者：江红艳 张梦婷 康春晓 刘钧文 JIANG Hongyan;ZHANG Mengting;KANG Chunxiao;LIU Junwen(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116,China;Research Center for Big Data Marketing and Green Innovation,Xuzhou 221116,China)

机构地区：[1]中国矿业大学经济管理学院,江苏徐州221116 [2]中国矿业大学大数据营销与绿色创新研究中心,江苏徐州221116

出　　处：《心理学报》2025年第3期495-510,共16页Acta Psychologica Sinica

基　　金：国家自然科学基金面上项目(72072172);江苏省社科基金项目(24GLB020);中央高校基本科研业务费专项资助(2021ZDPYYQ006);国家社会科学基金重大项目(22ZD&137)。

摘　　要：产品包装元素是影响产品功效的重要因素。前人研究集中探讨包装元素的数量、尺寸等特征对感知产品功效的影响,缺乏深入探察成分图像不同呈现方式(动态vs.静态)对感知产品功效的影响。鉴于此,本文聚焦包装上的成分图像,在科技赋能动态设计的现实背景下,探究包装上成分图像的呈现方式(动态vs.静态)对感知产品功效的影响。通过三个情景实验和一个实验室实验发现:成分图像呈现方式会显著影响感知产品功效,且心理意象在上述过程中发挥显著的中介作用,同时感知绩效风险为上述中介效应成立的边界条件。本研究不仅拓展了心理意象和感知绩效风险的内涵和应用领域,还为企业如何利用包装设计提高感知产品功效提供营销实践启示。Packaging can transmit beliefs about products’quality or usage to consumers through visual elements.Among these,perceived product efficacy is one of the important beliefs in consumers’purchasing decisions.Research has focused mainly on the effects of the number and size of ingredient images on the perceived product efficacy and paid scarce attention to the presentation of ingredient images,whether dynamic or static.Thus,by considering cases of applying dynamic elements to packages using technology,we combine the presentation of ingredient information(dynamic vs.static)with product packaging and explore their impact on perceived product efficacy.Seven studies were conducted to verify our predictions.Study 1(N=203)examined the main effects of ingredient images’presentations on the perceived product efficacy.Participants were randomly assigned to the condition in a one-factor(ingredient image presentation:dynamic vs.static)between-subjects design.Study 2(N=205)explored the mechanism underlying the effects of ingredient image presentation on the perceived product efficacy,and mental imagery was introduced into the research.Before Study 3,we conducted a pretest to verify that two text descriptions could be used as different perceived performance risk stimuli.Study 3(N=409)employed 2(ingredient image presentation:dynamic vs.static)by 2(perceived performance risk:high vs.low)between-subjects design to identify the moderating role of perceived performance risk.Study 4(N=160)was aimed to exclude the mediating effect of processing fluency and goal focus and to measure purchasing behavior,examining the influence of perceived product efficacy on purchase behavior.The main findings of this paper are as follows.First,the dynamic(vs.static)presentation of ingredient images had a positive effect on the perceived product efficacy.Second,the dynamic(vs.static)presentation of ingredient images easily aroused mental imagery,leading to higher perceived product efficacy.Third,when customers perceived a high performance risk in p

关 键 词：成分图像 动静呈现方式 感知产品功效 心理意象 感知绩效风险 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]