【摘要】 通过两个实验检验了网上隐喻式产品图片展示对网上销售情境下触觉缺失的补偿效应以及对消费者购买意愿的作用机制。实验一采用单因素组间实验法,研究发现网上隐喻式产品图片展示能积极唤醒消费者触觉意象并影响购买意愿,消费者触觉意象在产品图片展示方式对购买意愿的影响中起中介作用。实验二采用2(网上产品图片展示方式:隐喻展示VS直述展示)×2 (个体结构需求:高VS低)被试间实验法,发现消费者结构需求在产品图片展示方式对消费者触觉意象的影响过程中起调节作用。研究结论不仅对破解电商天然存在的感官缺失障碍和困境具有重要的实践意义,而且对于网上零售商有效设计产品展示网页和提高消费者购买意愿具有参考价值。更多还原

【Abstract】 Through two experiments, this paper empirically tests the compensation effect of online metaphorical product pictures display in the tactile absent context of online sales and the mechanism of consumers’ willingness to purchase. The first experiment is carried out with the single factor intergroup experiment method, it is found that online metaphorical product pictures display can positively wake up consumers’ tactile image and affect their purchase intention; consumers’ tactile image plays the role of mediation in the influence of the product pictures display on customers’ purchase intention. The second experiment uses 2(online product display mode: metaphorical display vs. direct statement display) by 2(individual structural need: high vs. low) inter-subjects experimental method;the findings show that the consumer structural need plays the role of mediation in the influence of the product pictures display ways on customers’ tactile image. This conclusion can not only have important practical significance?to solve the natural barriers and difficulties of online sensory absence,but also have practical reference value for online retailers to design product display web pages and improve consumers’ purchase intention.更多还原