团购网页视觉呈现对消费者认知的影响研究

发布时间：2018-05-30 08:10

本文选题：网络视觉营销 + 网络团购　；参考：《湖南大学》2015年硕士论文

【摘要】：中国互联网信息中心(CNNIC)2015年第35次中国互联网络发展报告指出,截止2014年12月,我国团购的用户规模已达到1.73亿,占网络购物用户规模47.92%。网络团购的迅速发展吸引了众多学者的关注。团购具有两阶段消费的特点,视觉呈现会影响消费者第一阶段的决策。在美食网络团购网页中,一个团购的信息足以达到16屏的长度,消费者面对一个团购时,是如何对这些信息进行浏览的,其浏览模式是什么样的?哪些信息是能够优先吸引消费者注意,哪些信息又是消费者关注最多的?优先关注或受关注最多的信息又是如何影响消费者决策的?本研究旨在通过四个联系紧密的实验探索网络团购网页的视觉呈现对消费者认知的影响。实验一和二探索了消费者对团购网页的浏览模式和视觉注意效果,实验三探讨了消费评论对消费者感知的近因效应,实验四探索了团购中首因效应向近因效应转换的信息加工机制。研究得出以下主要结论:(1)消费者对团购页面的浏览呈现“?”型浏览模式,而对首焦页部分则呈现“Z”型浏览。(2)消费者优先关注首焦页图片而非常识所认为的价格,消费者对团购网页所呈现的信息中,对消费评论的关注度最多。(3)第一印象和消费评论类型均会对消费者的态度和购买意愿产生影响。在第一印象所带来的首因效应和消费评论引起的近因效应的博弈中,二者存在转化和扭转作用。(4)网络团购中,消费者对与第一印象一致或矛盾的消费评论的眼动模式存在差异。相比于与第一印象矛盾的消费评论,消费者对与第一印象一致的消费评论的信息加工更流畅,阅读速度更快。
[Abstract]:According to the China Internet Information Center's 35th China Internet Network Development report in 2015, as of December 2014, the number of users of group purchases in China has reached 173 million, accounting for 47.92 percent of the total number of online shopping users. The rapid development of online group purchase has attracted the attention of many scholars. Group purchase has the characteristics of two-stage consumption, visual presentation will affect the first stage of consumer decision-making. In the food network group purchase web page, a group purchase information can reach 16 screen length, when facing a group purchase, how to browse the information, what is the browsing mode? Which information is able to attract the attention of consumers first, which information is the most concerned by consumers? How does the most focused or most watched information affect consumer decision-making? The purpose of this study is to explore the influence of the visual presentation of online group buying web pages on consumers' cognition through four closely related experiments. Experiments 1 and 2 explored the browsing mode and visual attention effect of consumers on group purchase web pages. Experiment 3 explored the proximal effect of consumer comments on consumers' perception. Experiment 4 explores the information processing mechanism of the conversion from the first cause effect to the proximal factor effect in group buying. The main conclusions of the study are as follows: 1) consumers' browsing of group buying pages "?" The "Z" section of the prefocus page shows a "Z" browsing pattern.) consumers are preoccupied with the price of the first focus page rather than the common sense view, and in the information presented to the group purchase page, First impressions and types of consumer reviews have an impact on consumers' attitudes and willingness to buy. In the game of the first-cause effect brought by the first impression and the proximal effect caused by the consumer comment, there is a difference in the eye movement mode of the consumer's consumer comment which is consistent with the first impression or contradictory in the online group purchase. Compared with the consumer comment which contradicts the first impression, the consumer's information processing is more fluent and the speed of reading is faster than that of the consumer comment consistent with the first impression.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6

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