The Effect Of Product Image Characteristics On Consumer Decision-making In Mobile Commerce Context

Previous studies have mostly focused on the impact of image characteristics on people's cognition and emotion.However,in the context of mobile commerce,there is still much room for research on the impact of product image characteristics on consumer behavior.Based on the cognitive load theory and S-O-R theory,this paper establishes a research model by consulting the literature and integrating the previous theories and research results.Considering the moderating effect of product type,it deeply explores the internal mechanism of how the dynamism,text and location affect purchase intention by affecting perceived movement,attention and positive emotions.In this paper,we use 2(high dynamism vs.low dynamism)× 2(single text vs.multiple text)× 2(horizontal vs.vertical)× 2(search vs.experiential)to test our research model,combining with questionnaire data and eye movement experimental data.Finally,it draws the following conclusions:(1)The dynamism of product pictures has a positive impact on consumers' perceived movement,the amount of text has a positive impact on consumers' attention,and the location of pictures has a positive impact on consumers' emotion.(2)Product type has a moderating on image characteristics,attention and emotion.Compared with experiential products,the amount of text has a greater impact on consumers' attention when browsing search product images.Compared with search products,when browsing the images of experiential products,the horizontal position of pictures and texts can create more positive emotions for consumers.(3)Perceived movement,attention and positive emotions play mediating roles in influencing consumers' attitudes towards products and purchase intention.This study enriches the relevant theories in the fields of e-commerce,consumer behavior and human-computer interaction,and provides some guidance for website designers to choose or design more reasonable product images.