How Does The Horizontal Position Of Pictures And Text Affect Product Evaluation?

With the rapid development of the Internet,online shopping has become an indispensable way of consumption in life.The convenience,diversity and cheapness of online shopping make a large number of merchants pour into the online sales platform,and the ability to attract consumers has become the focus of attention.In the online shopping environment,product information display has become an important index for consumers to evaluate products.With the progress of science and technology,more and more product information presentation methods,such as dynamic video,3D virtual fitting,etc.,but the display of graphic and text information is still indispensable,picture information and text information cooperate and complement each other.Be able to present product information in more detail.Therefore,it is particularly important to study the relationship between pictures and words.Picture and text are two main ways to display product information.Based on cognitive closure theory and left-and-right position theory,this paper explores the effect of horizontal position of picture and text on consumer product evaluation under different product attribute descriptions.It is found that when the search attribute of the product is presented,the presentation of the left text and the right text can improve the product evaluation of the consumer compared with the presentation of the left text and the right image.When presenting the experience attribute of the product,compared with the presentation mode of the left picture and the right text,the presentation way of the left text and the right picture can improve the product evaluation of the consumer.Information processing fluency is an intermediary mechanism for the influence of horizontal presentation of pictures and words on consumer product evaluation under different product attributes.In this study,there are abstract and specific causal relationships between search attributes,images and experience attributes.When the search attribute is presented,the text description of the search attribute is more specific than the picture,explaining to people the reason for this effect,first presenting the image and then presenting the search attribute description to help people to complete the cognition of the information.It satisfies people's need of psychological closure.When the experience attribute is presented,the picture is more specific than the text description of the experience attribute,explaining the specific details that can achieve the purpose of the experience attribute.First,experience attribute description and then picture end people's doubts about the description of experience attribute text,and satisfy people's need of psychological closure.After experiencing the attribute description,the image ends people's doubts about the text description of the experience attribute,and satisfies the need of cognitive closure for this information.In addition,Chinese reading and writing from left to right determines that consumers start from left to right when they look at things.Therefore,the right side of the display is relatively specific content in line with the psychological representation of consumers.When the presentation of pictures and text is consistent with the psychological representation of the consumer,the consumer's union of information is smoother.This research complements online consumer behavior research and is an extension of left-right location research and product information presentation,and can provide guidance for how to effectively present online product information.