在移动商务中唤起视觉和口头信息展示的图像:增强现实和产品评论的角色

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-04-17 DOI:10.1108/jrim-08-2022-0253

Jungmin Yoo, Jung-Hwan Kim, Minjeong Kim, M. Park

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引用次数: 1

摘要

目的探讨视觉和言语信息呈现对心理意象、感知信息性和购买意向的影响。该研究评估了两种类型的产品相关信息:(1)视觉信息:静态产品图像和增强现实(AR);(2)口头信息:抽象和具体的产品评论。设计/方法/方法共有320名移动消费者参与了实验。为了提高外部效度，本研究在现有的数字购物环境中进行。研究结果表明，增强现实对消费者购物结果的影响比静态图像更大。研究结果进一步表明，当视觉信息不提供AR功能时，具体的产品评论在增加心理意象、感知信息和购买意愿方面很重要。原创性/价值本研究通过为AR效应提供实证支持和对消费者反应的具体评论，对现有文献做出了贡献。研究结果进一步为零售商寻求在数字零售中开发有效的信息呈现方式提供了重要的视角。

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Imagery evoking visual and verbal information presentations in mobile commerce: the roles of augmented reality and product review

PurposeThe purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The study assesses two types of product-related information: (1) visual information: static product images and augmented reality (AR) and (2) verbal information: abstract and concrete product reviews.Design/methodology/approachA total of 320 mobile consumers participated in the experiment. To increase external validity, this study was conducted in an existing digital shopping environment.FindingsThe results suggest that AR has a greater effect on consumers' shopping outcomes than static images. The findings further reveal that concrete product reviews are important in increasing mental imagery, perceived informativeness and purchase intention when visual information does not provide an AR function.Originality/valueThis study contributes to the current literature by providing empirical support for AR effects and concrete reviews on consumer responses. The results further provide an important perspective for retailers seeking ways to develop effective information presentations in digital retailing.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.