The Effect Of Product Main Picture Presertation On Consumer Purchase Intention

At present,the Internet plays a more and more important role in business communication.And with the development of related technology,the proportion ofonline shopping in consumers’ overall purchase modes is also growing fast.Compared with the traditional consumption mode,online shopping has many advantages,however,it also restricts the direct contact between consumers and commodities.So consumers can only rely on online product presentation information provided by online retailers to judge the quality of the goods.Therefore,effective online product presentation information is crucial to consumers’ judgment of commodities sales of commodities.Among all online product presentation information,the main picture of a good is a picture ofthe commodity that the consumer sees firstly when they are searching and browsing information of the commodity,it is the first one in all commodity information flow which is a special kind of visual information.Although the academic circles at home and abroad have made fruitful achievements in the field of online product presentation information,they lack a certain understanding of the importance of commodity map,which is a special commodity information,and there are few related studies.In addition,due to the fact that the impact of the main pictures on consumers’ purchase intention has not been verified,online retailers lack scientific guidance on the choice of these pictures.This paper mainly focuses on the commodities with multi-attribute options,and investigates the impact of the content displayed in product main pictures on consumer’s purchase intention and the influencing mechanism.The research obj ect of this paper-the commodity main pictures is a refined and deepen information of online commodity display.The research on it will help fill in the gaps in the field of online commodity display.Firstly,this paper combs the relevant literature of domestic and foreign scholars and constructs the theoretical structure of this paper based on the theory of primacy effect,cue utilization theory and consumer involvement theory.After that,three experiments of consumer buying behavior were conducted to study the effect of the product main pictures,which verifies that the pictures have a significant impact on the purchase intention of consumers:the purchase intention of consumers for a certain attribute product would besignificantly increased because the product was displayed in the product’s main picture.The results of this study also prove that consumers’ fashion evaluation of commodities plays a mediating role in this impact mechanism.Consumer’s fashion evaluation of a particular attribute commodity will be improved by displaying the product in the main picture,which will further enhance the consumer’s willingness to purchase the commodity in the picture.At last but not least,this paper also verifies the moderating effect of commodity price level on consumers’ purchase intention in this mechanism.The experimental results show that consumers are not influenced by the main pictures of products of relatively high price level to the influenceAt last,this paper discusses the theoretical contributions and strategic insights on choosing main product picture for online retailers and marketers based on what the findings indicate.