The Impact Of Product Attributes And Consumption Scenario On Product Evaluation And Purchase Intention

Consumers' perception,judgments and choices of one product is a complex psychological decision-making process,which will be affected by many consumption scenarios.In recent years,many researchers in the field of consumer psychology have found that consumers' perception of high or low is a very typical scenario factor that affects their decision-making.Based on the theory of grounded cognition and processing fluency,previous studies have explored the impact of the "height" factor on consumers' product evaluation.However,the explanation of the underlying mechanism behind this phenomenon is still inadequate.The purpose of this study is to explore the interaction between the product attributes and the physical height of the product to the product evaluation and purchase intention,meanwhile,analyzing the mechanism behind it.Across three experiments,we hope to demonstrate the existence of processing fluency and conceptual metaphor,and to explore in different circumstances,what mechanism makes more contribution to consumer decision-making.This study first proves that when the product attributes and product height match(such as high-level products placed in a higher position),relative to the case of mismatched,the consumers' product evaluation and purchase intention will be significantly higher than no-match group.Subsequently,we extended the product category to a more abstract level,from material products to immaterial service products,in order to verify the existence of this effect.Finally,the internal mechanism of this phenomenon is analyzed to confirm the existence of two mechanisms:process fluency and conceptual metaphor.It is further suggested that when the two mechanisms are in conflict with each other,which one play a greater role to the product Evaluation and purchase intention.The study found that the impact of these two factors is influenced by the product attributes.In the case of low-end product,process fluency is more influential.Meanwhile,this study maintain that when the product is a physical product,the product itself play a more central role in product evaluation and purchase intention,however when the product is a virtual character on behalf of an abstract service products,the role of product position is more prominent.