网店产品呈现对消费者态度及行为意愿影响效应研究

Online product presentations are essential to the experience of consumers and the success of e-retailer. Because of the intangible nature of online shopping (i.e. inability to touch or interact with the product), there are still major limitations in consumer experience when shopping online. Excellent online product presentations serve to bring vivid online telepresence, thereby enhancing consumers' cognitive, affective, and behavioral response.The competition of online stores and the uncertainty of online shopping urge online firms to pursue and develop effective product presentations to improve the quality of the product information that they deliver to consumers, to produce vivid visual experience and extraordinary shopping experience. Two major information types, visual and textual information, govern the modalities of consumers in acquiring product-related information from most online product presentations. This project focuses on three aspects of online product presentations: online store model, which is anchored in the visual information type, and online store impression and online store characteristic which are composed of visual information type and textual information type. For online store model, we would like to research model type (local model vs. non-local model), model facial expression (pleasant vs. calm), model presentation (concrete consumption background vs. solid background, model face presence vs. model face absence, buyer show vs. no buyer show), and model personality (cool vs. warm). For online store impression, we would like to study different impression types (text-oriented impression vs. image-oriented impression, warmth impression vs. competence impression, friendly impression vs. professional impression, feminine impression vs. masculine impression). For online store characteristic, we would like to study functional feature and hedonic feature. Furthermore, we would like to examine the effects of these three aspects on consumer attitude, browse intention, and purchase intention, and the mechanisms and the boundary conditions behind the effects. Data are collected by experiments and empirical research in online apparel stores. We integrate literature of different areas, such as consumer behavior area, environmental psychology area, and human-computer interface area. The purpose of the project is to supplement online retailing literatures, to extend related theories, and to provide practical instructions for online retailers.

网店产品呈现对消费者和电子零售商至关重要。网店产品的不可触摸性带给消费者诸多局限，良好的网店产品呈现会给消费者营造逼真的网店临场感，从而大大增强消费者的认知、情感和行为反应。在竞争激烈的网络销售市场中，电子零售商必须考虑如何开发有效的产品呈现方式，以提升传递给消费者的产品信息质量和生动的视觉感受。网店产品呈现主要提供两种信息类型：视觉信息和文本信息。项目主要关注视觉信息类型中的网店模特，以及由视觉信息和文本信息形成的网店印象和网店特性三个研究内容，并探讨其对消费者态度、浏览意愿和购买意愿的影响效应，进一步挖掘三个研究内容与消费者态度、行为意愿关系背后的解释机制与边界条件。项目主要采取行为学实验和实证调研方法，从服装零售网店搜集数据。项目整合消费者行为学、环境心理学和人机交互多个领域文献进行系统研究，研究结果力争补充网店零售文献和完善相关理论，为电子零售商制定决策提供科学依据和实践指导。

网店产品呈现对消费者线上购买体验有重要影响。良好的产品呈现不仅可以吸引消费者，给消费者带来积极情感，而且可以在消费者无法与产品实际接触的情况下便利消费者购买决策。本项目探讨了网店产品呈现如何影响消费者态度、浏览意愿和购买意愿。项目重点探讨网店产品呈现中的网店模特、网店环境线索形成的整体特性、以及网店产品评论呈现对消费者的影响效应。就网店模特而言，项目探讨了模特种族（西方vs.本土）、模特面部表情（微笑vs.中性）、模特图片呈现（模特图片vs.产品图片）、模特类型（普通邻家模特vs.非常漂亮模特）、模特背景（单一vs.具体）对消费者的影响作用。就网店特性而言，项目探讨了网店实用性与享乐性、网店信息性与娱乐性、网店主页温暖性以及网店主导航新颖性对消费者的影响作用。对于网店产品评论呈现，项目探讨了评论类型（文字评论vs.图文混合评论）、评论数量、评论主体（消费者vs.产品）对消费者的影响效应。项目整合广告学、消费者行为学和环境心理学多个领域文献，以服装电商网店为例，通过行为学实验、眼动追踪实验和实证调研方法，进行系统深入地研究。项目结果补充了以往研究中网店产品呈现、真人模特代言、网店特性等文献，为电商网店如何有效呈现产品提供了重要的管理启示。