| Customers' experience plays an important role in the purchase behavior,for the reason that customers are both rational decision-makers and perceptual sensibilities.The rich media with both visual and auditory information,such as videos and animations,not only helps to create a real and reliable shopping experience,but also is closer to customer's cognitive strategies and emotion.Product sound is a type of auditory information that has a significant impact on customers' perceptions and behaviors.When people listen to product sound,their knowledge stored in memory will associate auditory information with specific memory events from top to bottom,and eventually affect their cognition and emotions.From the perspective of psychoacoustics,this thesis researches the differences in customer online perception of products with and without product sound,and the impact of these differences on customer's elaboration processing level and approach / avoidance behavior.The research includes a theoretical part and an experimental part.(1)Theoretical part: Firstly,three main hypotheses are put forward: H1.Product sound will cause differences of customer's perception,and then affect their elaboration processing level;H2.The customer's elaboration processing level has a regulating effect on customer's approach / avoidance behavior;H3.Product sound and the customer's perceivable differences can affect the customer's approach / avoidance behavior.Secondly,based on the frame of Stimulus-Organism-Response model,a model of the influence of product sound on customers' online cognitive experience is constructed.(2)Experimental part: Firstly,a cognitive experiment are conduct in Experiment I to compare customer's perception differences of products with and without sound information.And then,reliability and validity analysis,multivariate analysis of variance and logistic regression analysis were used to analyze the collected data.As a result,6 groups of semantic difference indicators thatwere significantly affected by product sound were screened out.Secondly,A questionnaire is conduct in Experiment II to explored the relationship between customer's perceivable differences caused by product sound,customer's elaboration processing level and approach / avoidance behavior.And then,reliability and validity analysis,descriptive statistics,multivariate analysis of variance,confirmatory factor analysis and structural equation model were used to analyze the collected data.Eventually,it turns out that the product sound has a positive correlation effect on the customer's approach / avoidance behavior from 6 dimensions and the customer's elaboration processing level plays a regulating role in the process.The research results show that product sound can effectively affect customers' cognitive experience,improve their cognitive ability of memory,recall and association when shopping online,and increase their trust of the product and platform.The limitation of the research is that the experiment only contains a limited range of interface areas and product types.In the future,some further research about the impact of product sound on each interface area for more products of different types,brands and industries will be carry out,so as to verify the external validity of this research. |
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