暨南学报(哲学社会科学版)

作者：王翠翠

单位：合肥工业大学管理学院、数据科学与智慧社会治理教育部哲学社会科学实验室。

关键词：背景呈现方式,意象流畅性,情境类型,购买意愿,眼动追踪

基金：国家级大学生创新创业训练计划项目“基于流畅性视角的移动购物界面设计要素对冲动性购买触发与阻断机制研究”(202110359054);教育部人文社会科学基金项目“智能机器人参与营销对消费者行为的作用机制研究:情感—认知视角”(20YJAZH098)。

基于情境线索理论和注意力理论,文章结合眼动实验和行为实验,探讨产品图片的背景呈现方式(动态与静态)对消费者购买意愿的影响机制。眼动实验从信息加工角度,解释了背景呈现方式对消费者视觉注意的影响。具体而言,在信息型情境背景下,产品图片背景的动态呈现会促使消费者更加关注产品图片的背景兴趣区,提高消费者的购买意愿;而在转换型情境背景下,背景呈现方式对消费者的视觉注意以及购买意愿未产生显著影响。行为实验结果进一步表明,产品图片背景的呈现方式对消费者购买意愿的影响过程由意象流畅性中介,且背景的情境类型(信息型与转换型)对上述过程起调节作用。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"fundList_cn":["国家级大学生创新创业训练计划项目“基于流畅性视角的移动购物界面设计要素对冲动性购买触发与阻断机制研究”(202110359054);教育部人文社会科学基金项目“智能机器人参与营销对消费者行为的作用机制研究:情感—认知视角”(20YJAZH098)。"],"article":{"keywordList_cn":["背景呈现方式","意象流畅性","情境类型","购买意愿","眼动追踪"],"juan":"45","zhaiyao_cn":"基于情境线索理论和注意力理论,文章结合眼动实验和行为实验,探讨产品图片的背景呈现方式(动态与静态)对消费者购买意愿的影响机制。眼动实验从信息加工角度,解释了背景呈现方式对消费者视觉注意的影响。具体而言,在信息型情境背景下,产品图片背景的动态呈现会促使消费者更加关注产品图片的背景兴趣区,提高消费者的购买意愿;而在转换型情境背景下,背景呈现方式对消费者的视觉注意以及购买意愿未产生显著影响。行为实验结果进一步表明,产品图片背景的呈现方式对消费者购买意愿的影响过程由意象流畅性中介,且背景的情境类型(信息型与转换型)对上述过程起调节作用。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=6805","reference":"","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=6805","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/10.11778/j.jnxb.20230698","qi":"8","id":6805,"nian":2023,"bianHao":"1697615383995-29900711","zuoZheEn_L":"WANG Cuicui","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2023","shouCiFaBuRiQi":"2023-10-18","qiShiYe":"72","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2023/V45/I8","lanMu_cn":"市场营销研究","pdfSize":"1165","zuoZhe_CN":"王翠翠","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=6805","title_cn":"动态还是静态？产品图片背景呈现方式对消费者购买意愿的影响研究:行为与眼动追踪实验","doi":"10.11778/j.jnxb.20230698","jieShuYe":"85","keywordList_en":["background presentation","imagery fluency","context type","purchase intention","eye-tracking"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=6805","zhaiyao_en":"Product images serve as a vital foundation, enabling consumers to understand and evaluate the products in the field of E-commerce. With the ongoing enhancement of product display features on mainstream E-commerce platforms, the presentation of product images extends beyond merely showcasing the product itself, placing greater emphasis on the background presentation of product images. The dynamic and static background presentation of product images, as an important method of portrayal, raises questions about how it influences consumers' behavior. Whether the effect of dynamic background presentation is superior to that of static background presentation requires further exploration and validation. Therefore, it is of great practical significance to study how the background presentation of product images affects the decision-making process of consumers and to consider the regulating mechanism of context type for online merchants' product image design and other aspects. Therefore, it is significant to study how the background presentation of product images affects the decision-making process of consumers and to consider the regulating mechanism of context type for online merchants' product image design and other aspects.Drawing on contextual cue theory and attention theory, this paper employs eye-tracking experiments and behavioral studies to delve into the impact of the background presentation (both dynamic and static) of product images on consumers' purchase intentions. Additionally, it examines the moderating effect of the context type, distinguishing between informational and transformational contexts. The eye-tracking experiment sheds light on the influence of background presentation on consumers' visual attention, examining it through the lens of information processing. The experimental findings reveal that in an informational context, the dynamic presentation of the product image's background leads consumers to focus more on the background interest area of the image, subsequently increasing their purchase intention. Conversely, in a transformational context, the method of background presentation does not exert a significant influence on consumers' visual attention and purchase intention. On this basis, the behavioral experiment results further elucidate that the influence of the background presentation in product images on consumers' purchase intention is mediated by imagery fluency. Moreover, the context type moderates this process. Specifically, when the context type is informational, the dynamic presentation of the background leads to a heightened level of imagery fluency, subsequently enhancing the product's purchase intention. Conversely, when the context type is transformational, the background presentation doesn't significantly impact consumers' imagery fluency or purchase intention.The findings of this study theoretically contribute to the exploration of the background presentation effect in product images, and deepen our understanding of consumers' psychological cognitive processes at the visual attention layer. Practically, these results provide guidance for online merchants in designing product images that align with consumers' cognitive and emotional needs, thereby enhancing their shopping experience.","bibtexUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=BibTeX&id=6805","abstractUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/10.11778/j.jnxb.20230698","zuoZheCn_L":"王翠翠","juanUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2023","lanMu_en":"","qiUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2023/V45/I8","zuoZhe_EN":"WANG Cuicui","risUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=Ris&id=6805","title_en":"Dynamic or Static? The Effect of Background Presentation of Product Images on Consumers' Purchase Intention Based on Behavioral and Eye Tracking Experiments","hasPdf":"true"},"authorNotes_cn":["王翠翠,合肥工业大学管理学院、数据科学与智慧社会治理教育部哲学社会科学实验室。"]};if(window.metaData && (!window.metaData.authorNotesCommon_cn && !window.metaData.authorNotesCorresp_cn && window.metaData.authorNotes_cn)){window.metaData.authorNotesCommon_cn = window.metaData.authorNotes_cn;}if(window.metaData && (!window.metaData.authorNotesCommon_en && !window.metaData.authorNotesCorresp_en && window.metaData.authorNotes_en)){window.metaData.authorNotesCommon_en = window.metaData.authorNotes_en;}var _nlmdtdXml = $("#article_nlmdtdXml").val();var magDir = _nlmdtdXml.replace(/\/[^\/]+$/,'');window.metaData.magDir = magDir;new mag_vue({ el: '#metaVue', //dataUrl: mag_currentQikanUrl() + '/EN/article/getRichHtmlJson.do?articleId='+$("#articleId").val(), data:window.metaData, loading:true, doTextFun:function(text){ return doDataJsonText(text); }, doAfterFun:function(selector,jsonData){doMagVueAfter(selector,jsonData);}});var pars = {attachType:'PDF',id:$("#articleId").val(),json:true};jQuery.post($("#mag-common-contextPath").val()+"/CN/article/showArticleFile.do?" + new Date().getTime(), pars, function(data){var json=null;if(data.match(/^\[json\].*/g)){json=eval("("+data.replace(/^\[json\]/g,"")+")");}if(json && json.status == 1){//有权限}else{//无权限$("#no-access-div").show();}});mag_ajax({url:mag_currentQikanUrl() + '/CN/article/getRichHtmlJson.do',data:{articleId:$("#articleId").val(),token:'5001e24cd0a84a1bba0b37969a5b3c77',referer:document.referrer},dataType:"json",async:"false",success:function(json){if(json.richHtmlJson && json.richHtmlJson.article){if(json.trans){var _nlmdtdXmlCN = $("#article_nlmdtdXmlCN").val();var magDirCN = _nlmdtdXmlCN.replace(/\/[^\/]+$/,'');json.richHtmlJson.magDir=magDirCN;}else{json.richHtmlJson.magDir=magDir;}new mag_vue({ el: '#bodyVue', data:json.richHtmlJson, doTextFun:function(text){ return doDataJsonText(text); 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来源：2023年第8期

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