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本研究基于心象理论的视角,通过两个实证分析检验了网上产品展示中感觉线索对消费者购买意愿的影响。实验1采用2(文字描述中是否含有感觉线索:是vs.否)×2(消费者幻想倾向:高vs.低)被试间实验的方法,发现文字描述中的感觉线索对心象唤醒程度有显著的作用,幻想倾向在感觉线索对心象唤醒的影响过程中起调节作用,心象唤醒程度对消费者购买意愿产生正向影响,心象唤醒程度越高,消费者的购买意愿越强烈。实验2采用2(文字描述中是否含有感觉线索:是vs.否)×2(产品类别:搜索品vs.体验品)被试间实验的方法,发现相比于搜索品,消费者对体验品的心象唤醒将会导致更高的购买意愿。
Based on the theory of heartbeat, this study examines the influence of sensory cues on consumers’ purchasing intentions through two empirical analyzes. Experiment 1 adopts the method of inter-test between 2 (whether the text description contains sensory clues: yes vs. no) × 2 (consumer’s fantasy tendency: high vs. low), and finds that the sensory clue in the text description has the degree of arousal to Significant role in the fantasy tendency in the wake of clues to sensory clues play a regulatory role in the process of arousal, the degree of arousal consumers have a positive impact on the purchase intention, the higher the level of arousal, the greater the willingness of consumers to buy. Experiment 2 adopted 2 (whether the description contains sensory clues: yes vs. no) × 2 (product category: search vs. vs. experience) was inter-experimental method and found that compared to the search products, consumers experience products Wake up the heart will lead to a higher willingness to buy.