Study On The Effect Of Product Presentation Vividness On Purchase Intention Of Hi-tech Products Under Network Environment

The economic development of our country is in the new period from the factor driven to innovation driven. Under this new normal economy, the enterprise needs to pay close attention to market demand and changes, constantly research and development to meet the needs of consumers of hi-tech products. In this context, more and more domestic and foreign enterprises start to invest a lot of resources, to develop hi-tech products, trying to build new competitive advantage under the new normal. The strategic transition led to various hi-tech products on the market emerge in endlessly, such as Iphone series mobile phone, Google glasses, Apple watches, Huawei bracelet, and We Chat, Facebook and other application software. For the enterprise, providing hi-tech products to consumers is important, but it is more important to make consumers accept and buy the hi-tech products. However, innovative features of hi-tech products and consumer information asymmetry, leading the consumer perceive more risk when making purchase decisions, and hi-tech products such as capital losses, functional failure,the risk of privacy and social pressure, etc. Considering the consumers' perceived risk have negative influence on their buying decision, academia and the business are extremely concerned about a problem: how to reduce the consumer perceived risk of hi-tech products effectively and the negative influence of perceived risk on the final purchase behavior. However, the studies of this problem are very limited at home and abroad, a few studies are lack of empirical data to support.Online retailing is one of the important channels for the company sales of hi-tech products.The appearance of hi-tech products, function and material information asymmetry, require companies to pay more attention to their products online display, passed to consumers judge the quality of external cues, deepen the consumers to the website of the products shown mental imagery, induce consumers happiness, satisfaction and surprise. In online shopping situation, this study based on environmental psychology research framework "stimulus- organisms- response",draw lessons from consumer sentiment and mental imagery research theory, experimental research and the combination of questionnaire survey method, system research of new products' vividness of the online display on consumers' positive emotions, and the influence mechanism of positive emotions on perceived risk and purchase intention. Detailed study of the following content:(1) The composition of consumer perceived risk and its impact on purchase intention;(2)Whether positive emotions help reduce consumers' perceived risk, and promote the consumers purchase intention?(3) The mechanism of online product presentation vividness induce consumers' positive emotion and the mediation mechanism of mental imagery in vividness and the positive emotions. Using laboratory experiment method collected 168 effective samples data,and accordingly the independent sample T test and multiple regression analysis. Empirical study results show that the vividness of the online product presentation not only have significant directly impact on the positive emotions, but also have an indirect impact on consumer positive emotions with the new product by a good mental imagery. In addition, perceived risk can significantly reduce consumers' purchase intention, but the positive emotions can not only directly enhance the consumers' purchase intention of hi-tech products, but also indirectly promote the hi-tech products purchase intention by reducing consumers' perceived risk.Theoretical contribution of this study is to reveal the positive emotions have a key role in hi-tech products purchase decisions, found mental imagery have a mediation effect in the relationship of the stimulus of online product presentation and consumer sentiment, so as to enrich the traditional "stimulate organism- response" analysis framework; Enlightenment to the practice is providing a decision-making basis for the hi-tech products enterprises making advertising and marketing strategy.