Impacts Of Various Picture Presentations Of Online Products On Choice Overload

In recent years,online shopping platforms provide consumers with a large number of commodity choices and convenience.However,more and more studies have found that the more commodities available,the less pleasant the shopping experience for consumers.When the number of goods in the selection concentration rises to a certain number,consumers will experience more difficulties in making choices,thus delaying the consumption decision,reducing the satisfaction with the decision and increasing regret,which is the choice overload effect.In the Internet age,too many choices are inevitable,so how to reduce the negative impact of selection overload effect in the context of large selection set is the focus of attention.Studies have confirmed that both the characteristics of the option set itself will affect the occurrence of the selection overload effect,and the online picture presentation will also have significant differences in consumers' attitudes and purchase intentions.In real life,searching for different types of goods in mobile e-commerce will bring up two different ways of image presentation,symmetric and asymmetric,which have not been explored by scholars.This study considered the combination of online image presentation mode and commodity type from the perspective of multiple commodity image presentation modes,examine the following issues: first,the matching effect of online image presentation mode(symmetry vs.asymmetry)and commodity type(utilitarian goods vs.hedonic goods)on the selection overload effect;Second,what is the mechanism of this matching effect?This paper reviews the research on product display,utilitarian goods and hedonic goods,choice overload effect,processing fluency and perceived interestness.It was found that the presentation of symmetrical pictures was more consistent with people's visual habits and conducive to cognition,but it was often boring.Asymmetric picture presentation can arouse consumers' inner novelty and stimulating emotions,which is more interesting,but does not conform to consumers' visual habits,and is difficult in cognition.In addition,when consumers purchase practical products,cognitive factors are the key factors affecting their decision-making,while emotional factors are the key factors influencing their decisionmaking when they purchase hedonic products.Both online image presentation mode and commodity type have different effects on people's cognition and emotion.Accordingly,the conceptual model and research hypothesis are proposed and through two experiments,this paper demonstrates the research problems.Through empirical research,this paper draws the following conclusions: first,online image presentation mode and commodity type interact to influence the selection overload effect.When consumers purchase utilitarian goods,consumers in symmetrical presentation group have lower choice overload;Consumers in the asymmetrical presentation group had lower choice overload when purchasing hedonic items.Second,the mediating effect of processing fluency and perceived interest on the interaction effect.In the purchase of different types of goods,processing fluency and perceived interest play an intermediary role respectively.That is,when consumers buy utilitarian goods,they pay attention to cognition.Symmetrical presentation reduces selection overload by improving processing fluency.When consumers buy pleasure goods,they pay attention to emotion.According to the research conclusion,this paper puts forward practical Suggestions on how to design different image presentation modes for different types of commodities in the marketing practice of enterprises,and points out the deficiencies of this research and the future research direction.