Research On The Influence Mechanism Of Packaging AR Dynamics On Perceived Product Efficacy

By displaying some visual elements,product packaging conveys consumers’ beliefs about product quality and use.Therefore,product packaging,as a visual communication tool,is an important factor influencing consumers’ decision-making.Through the observation of marketing phenomenon,we found that some products on the market have AR dynamic effects in their packaging,trying to show the efficacy of products.Previous studies have explored the influence of product color,price,shape and other factors on perceived product efficacy.However,few studies have explored the effect of packaging AR dynamics on perceived product efficacy.Therefore,this study aims to explore the effect of packaging AR dynamics on perceived product efficacy.In addition,according to the processing fluency theory,when information is perceived visually fluently,it tends to evoke mental imagery in an individual’s mind.By using AR technology to showcase products,consumers are more likely to have smooth information perception,so it is easier for consumers to form mental imagery and significantly affect their attitudes and behavioral intentions.Therefore,the packaging AR dynamics is likely to affect the perceived product efficacy by enhancing consumers’ mental imagery.This thesis attempts to explore the mediating role of mental imagery in the influence of AR dynamics on consumers’ perceived product efficacy.Moreover,studies show that when consumers are faced with high perceived performance risks,consumers tend to ignore the influence of marginal cues such as packaging visual elements.When consumers perceive high performance risk,they may pay more attention to its risk effect and ignore the visual elements on the package.Therefore,this study focuses on the moderating role of perceived performance risk.In this thesis,three experiments are carried out to verify the above problems.First,the results show that packaging AR dynamics can promote perceived product efficacy.Second,mental imagery plays a significant mediating role in the influence mechanism of packaging AR dynamics on perceived product efficacy.Third,perceived performance risk plays a significant moderating role in the influence mechanism of packaging AR dynamics on perceived product efficacy.Specifically,when perceived performance risk is higher,the positive effect of packaging AR dynamics on perceived product efficacy weakens.In conclusion,this thesis reveals the impact of packaging AR dynamics on perceived product efficacy and its potential mechanism of action,which has important theoretical contributions.At the same time,the thesis also provides marketing enlightenment for enterprises how to use AR technology reasonably.The thesis has 12 figures,11 tables,and 243 references.