Research On The Mechanism Of Mental Image Processing’s Influence On Consumers’ Purchase Intention: The Mediating Role Of Expectation Emotion

Under the online environment,consumers can’t buy goods after face-to-face inspection.Mental image processing plays a very key role in inducing emotions and cognitive reactions,which in turn affects the shopping experience and effect.The role of mental image processing has become more important for products such as clothing.Therefore,it is of great significance to explore the influence mechanism of mental image processing on purchase intention under the online shopping situation.Based on the perspective of consumers’ mental factors,this paper discusses the relationship among mental image processing,expected emotion,brand reputation,brand authenticity perception and consumers’ purchase intention.According to the research content,this paper puts forward five hypotheses,and sets up three experiments to test the theoretical hypotheses.In the experiments,consumers on the questionnaire platform are selected as subjects to collect questionnaires.The relationship between mental image processing and consumers’ purchase intention is verified by SPSS software,including the mediation of expected emotion,the regulation of brand reputation and the regulation of brand authenticity perception.The results show that:(1)Compared with the high level of mental imagery processing,the low level of mental imagery processing can stimulate consumers’ purchase intention more.(2)Compared with the high level of mental image processing,the low level of mental image processing is more likely to arouse consumers’ positive expectations.(3)The expected emotion of consumers will affect consumers’ purchase intention,and the expected emotion plays a mediating role in mental image processing and consumers’ purchase intention.(4)Brand reputation can adjust the influence of mental image processing on expected emotions.The higher the brand reputation,the weaker the influence of mental image processing on consumers’ expected emotions.(5)Perception of brand authenticity can adjust the influence of mental image processing on expected emotions.The higher consumers’ perception of brand authenticity,the weaker the influence of mental image processing on consumers’ expected emotions.