现场背景视觉复杂性对消费者购买意向的影响:眼动追踪研究

IF 3.9 4区 管理学 Q2 BUSINESS
Xiaoli Tang, Xiaolin Li, Zefeng Hao
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引用次数: 0

摘要

目的本研究基于感官营销理论和认知评价理论,探讨直播的背景视觉复杂度是否以及如何影响消费者的购买意向,并揭示背景视觉复杂度影响消费者购买决策的内在机制。研究结果首先,直播的背景视觉复杂度通过激发消费者的积极情绪(愉悦感和唤醒感)对消费者的购买意向产生积极影响,且消费者情绪与购买意向之间呈非线性关系。其次,需要认知封闭性来显著缓和背景视觉复杂性对购买意向的影响。研究局限/意义由于样本量有限,很难推广到其他消费群体。实践意义建议直播电商企业优化直播背景的视觉设计,识别消费者特质,使视觉复杂度与消费者的认知封闭需求水平相匹配,从而激发消费者的积极情绪,促进其做出更满意的购物决策。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The impact of live background visual complexity on consumer purchase intention: an eye-tracking study

Purpose

Based on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms through which background visual complexity influences consumers' purchase decisions.

Design/methodology/approach

The experiment was conducted with 180 college students, using eye-tracking technology to explore the impact mechanism of live background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs medium vs low) and two levels of need for cognitive closure (high vs low).

Findings

Firstly, the background visual complexity of live-streaming positively influences consumers' purchase intention by eliciting positive emotions (pleasure and arousal), and the relationship between consumer emotions and purchase intention is nonlinear. Secondly, need for cognitive closure to significantly moderate the influence of background visual complexity on purchase intention.

Research limitations/implications

The limited sample size makes it difficult to generalize to other consumer groups. Also, the study only focuses on one visual factor, lacking comprehensive analysis from multiple perspectives.

Practical implications

It is recommended that live e-commerce companies optimize the visual design of live-streaming backgrounds and identify consumer traits to match the visual complexity with consumers' level of need for cognitive closure, thereby stimulating positive emotions and facilitating more satisfactory shopping decisions.

Originality/value

This paper addresses an interesting and practical issue related to the effects of live background visual complexity on consumers' purchase intention.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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