Youngjoon Yu, Jae-Hyeon Ahn, Dongyeon Kim, Kyuhong Park
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引用次数: 0
摘要
目的以往的研究探讨了视觉吸引力与购买决策之间的关系,但书签的作用在很大程度上未得到重视。本研究旨在以认知负荷理论和双系统理论为指导,重点研究书签对消费者行为的影响,从而弥补这一空白。作者进行了一项对照实验,并使用两阶段回归法分析了实验结果,该方法将视觉吸引力、书签和购买意向联系起来。研究结果本研究的结果表明,视觉吸引力主要通过书签的充分调解影响购买意向,而不是直接影响购买意向。此外,色彩丰富度的增加与视觉吸引力呈正相关,而视觉复杂度则与视觉吸引力呈倒 U 型关系。此外,作者还采用了图像处理技术来量化照片中描述的产品视觉吸引力。本研究还结合了全面的计量经济学分析,将视觉吸引力的客观方面与主观反应联系起来。
Like it, buy it? Examining the role of bookmarking in the mediation of visual appeal and purchase intent from a dual-system perspective
PurposeWhile prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to address this gap by focusing on the impact of bookmarking on consumer behavior, guided by the cognitive load theory and dual-system theory.Design/methodology/approachThe authors executed a controlled experiment and analyzed the results using a two-stage regression method that linked visual appeal, bookmarking and purchase intent. Further empirical analysis was conducted to authenticate the authors' proposed model, utilizing real-world mobile commerce data from a clothing company.FindingsThis study's findings suggest that visual appeal influences purchase intent primarily through the full mediation of bookmarking, rather than exerting a direct influence. Furthermore, an increase in colorfulness corresponds positively with visual appeal, while visual complexity exhibits an inverted U-shaped relationship with it.Originality/valueThis study provides novel insights into the choice-set formation process through the theoretical lens of dual-system theory. Additionally, the authors employed an image processing technique to quantify a product's visual appeal as depicted in a photograph. This study also incorporates a comprehensive econometric analysis to connect the objective aspects of visual appeal with subjective responses.