The Interactive Effect Of Image Backgrounds And Product Use Thinking On Purchase Intention On E-commerce Platform

With the rapid development of e-commerce,online shopping has become one of the most important means of daily consumption.At present,there are two most common image types on e-commerce platform,images on white background and images on contextual background.These two different types of images may have different effects on consumers.Meanwhile,consumers tend to prefer multi-purpose products.Therefore,the main hypothesis of this study is that there is an interactive effect of product image backgrounds and product use thinking on consumers' purchase intention.Through a pre-test and three experiments,the study collects valid data,verifies the interaction between image backgrounds and product use thinking on purchase intention,explores the inner mechanism of perceived value as a mediator,and explores the need for cognition as a moderator variable,which build the complete indication of the mechanism.In theory,this paper incorporates need for cognition and product use thinking into the selection of image backgrounds,which is conducive to enriching the relevant research content.In practice,this paper provides guidance for e-commerce platform enterprises and businesses to achieve better product publicity effect at a lower cost.