Research On The Influence Of Online Product Metaphor Text Display On Consumers' Purchasing Intentio

Nowadays,with the rapid development of the Internet and mobile terminal devices,online retail has gradually entered people’s life,which also provides more opportunities for e-commerce enterprises.The online display of products provides enterprises with a unique marketing entry point,creates a variety of cross-sensory presentation forms of product combinations,and provides consumers with sensory experience different from traditional shopping scenarios.E-commerce enterprises can fully tap the innovative marketing ideas of products and create new consumption growth points through the display combination of different modes of products.So as to enhance the competitiveness of enterprises.However,there are many natural obstacles in the online retail situation of e-commerce enterprises,among which the most significant is that consumers cannot touch and feel the product by hand during the consumption process,so consumers still lack tactile information for the target product and have tactile desire for the product.This lack of information will have a negative impact on consumers’ purchase intention,because when consumers lack tactile information about the product,their satisfaction and trust in the product will be limited.Therefore,both e-commerce enterprises and consumers hope to explore an effective countermeasure to alleviate the above situation,so the research on tactile compensation has important practical value.For consumers’ thirst for touch in the process of online shopping,the text mode of online product display becomes an important carrier to compensate consumers’ tactile experience.Relevant research shows that 61% of consumers prefer to further understand the product through detailed and objective text information when browsing the product.When consumers click on the detailed display page of the product,they will pay more attention to the text description information of the product,which will also become an important influencing factor for consumers to make purchase decisions.Previous text descriptions of product display mainly focus on the number of words,fonts and information amount of text,while there are relatively few studies on the substantial differences of text modes.Therefore,from the perspective of metaphor,this thesis considers to divide the text modes into plain text and metaphorical text,and further divides the metaphorical text into static metaphor text and dynamic metaphor text.For different text modes,whether consumers’ purchase intention will change,and further discusses the mechanism and boundary conditions.Through literature reading,experiment,statistical analysis and other research methods,this thesis draws the following conclusions: First,online product text display has a significant impact on consumers’ purchase intention.Compared with straightforward text display,metaphorical text display is more able to stimulate consumers’ purchase intention in the text display page of online product details.Moreover,empirical comparison shows that dynamic text display with analytic interpretation has a better effect than static text display with pre-tactile related adjectives.Secondly,tactile image plays an intermediary role in the process of the influence of online product text display on consumers’ purchase intention.When consumers browse different online product display texts,vivid tactile image of consumers will be aroused,so as to enhance consumers’ psychological correlation with products and enhance their trust and loyalty to products.Thus,the psychological pleasure can be promoted,and the purchase intention of the product will be significantly strengthened.Third,different product types will have different effects on different online product texts.When the product is a product with low tactile attribute significance,the direct display text of online product will have a more significant positive impact on consumers’ purchase intention;on the contrary,when the product is a product with high tactile attribute significance,the metaphorical display text of online product will have a more significant positive impact on consumers’ purchase intention.The innovation points of this thesis are as follows: first of all,most of the current researches on online product display text are still in the stage of concept discrimination,and qualitative research methods are used.However,this thesis starts from the design of experiments and statistical analysis of experimental data,so as to study the influence of different online product text modes on consumers’ purchase intention.Secondly,the sensory research on text is further refined,specifically discussing the combination marketing effects of plain text and metaphorical text on different product types.In addition,this study also discusses the causes,mechanisms and subsequent effects of tactile imagery.Finally,the research methods in the field of psychotherapy are applied to the regulation of text modes in the presentation of e-commerce products.By referring to the texts designed during psychotherapy cited by Hartman and Paradis,comparative constrconstrations are used to manipulate the texts,and different text descriptions are used to compare the effects.Vertical promotion of the interaction of the two research fields on the development of e-commerce.