数字营销传播中视觉设计要素对消费者购买意愿的影响研究  

Study on the Impact of Visual Design Elements on Consumers’Purchase Intentions in Digital Marketing Communication

作　　者：陈章旺 王令 CHEN Zhangwang;WANG Ling(School of Economics and Management,Fuzhou University,Fuzhou 350108,China)

机构地区：[1]福州大学经济与管理学院,福建福州350108

出　　处：《中北大学学报(社会科学版)》2025年第2期141-149,共9页Journal of North University of China:Social Science Edition

摘　　要：随着数字营销的发展,营销人员越来越多地将视觉设计要素应用于数字通信中。为了验证视觉设计要素对消费者购买意愿的影响机制,对主流网购消费群体进行问卷调查发现,相较于不使用设计要素,在营销传播中单独使用动图或表情符号会显著提高消费者购买意愿,但联合使用两种要素则会产生相反的效果。同时,数据表明视觉设计要素对消费者购买意愿的影响由丰富感知和杂乱感知两个变量所介导。这一结论能够为数字营销传播策略提供一些见解,帮助营销人员利用视觉设计要素提高数字营销活动的有效性。With the development of digital marketing,marketers have increasingly applied visual design elements in digital communications.This article examines the impact of visual design elements on consum-ers’purchase intentions through a survey on mainstream online shopping consumers.The results reveal that the use of animated images or emoticons alone in marketing communication significantly increases consum-ers’purchase intentions.However,the combined use of both elements has the opposite effect.Further-more,the data shows that the impact of visual design elements on consumers’purchase intentions is medi-ated by two variables:perceived richness and perceived clutter.The findings of this article provide insights for digital marketing strategies,helping marketers leverage visual design elements to enhance the effective-ness of digital marketing activities.

关 键 词：数字营销传播 视觉设计要素 动图 表情符号 购买意愿 

分 类 号：F724.6[经济管理—产业经济]