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本文借鉴ELM模型,通过2×2和2×3两个实验,分析了网店商品图片完整性(完整vs.不完整)、图片来源(企业vs.顾客vs.组合)对顾客购买意愿的影响,并考察了产品类型(体验型vs.搜索型)的调节效应。结果表明:(1)网店商品图片不完整会显著降低顾客购买意愿,且其对体验型产品的负面影响大于搜索型产品;(2)网店同时使用“企业发布图片”和“顾客分享图片”会显著提高顾客购买意愿,且其对体验型产品的正面影响大于搜索型产品;(3)无论是体验型还是搜索型产品,网店单一使用“企业发布图片”或“顾客分享图片”对顾客购买意愿的影响均无显著差异。
This article draws on the ELM model, through 2 × 2 and 2 × 3 two experiments, analysis of the online store image integrity (complete vs. incomplete), the source of the picture (business vs. customer vs. portfolio) on the impact of customer purchase intentions , And examined the regulatory effects of product type (experiential vs. search). The results show that: (1) the online product image is not complete will significantly reduce the customer’s willingness to buy, and its negative impact on the experience-based products is greater than the search-based products; (2) online store using both the “enterprise release pictures” and “ Customers’ sharing of images ”will significantly improve the customer’s willingness to buy, and its positive impact on the experience-based products is greater than the search-based products; (3) online experience or search-based products, “Customers to share pictures ” no significant difference in the impact of customer purchase intention.