Research On The Relationship Between Visual Preference And Purchase Intention Of B&B Consumers Based On Multivariate Data

In the digital age,the online digital marketing method has become the mainstream,and the online suppliers pay more and more attention to the online marketing experience of consumers.The online picture information plays an important role in the sales of merchants and the online purchase behavior of consumers.The online booking platform is a bridge for consumers to directly contact the B&B,so the creation of the B&B network service scene will help consumers get a better experience.At present,the research on the relationship between the elements of B&B network service scene and consumers’ behavior intention is still limited.Secondly,as a consumer stimulus,pictures are rarely used in the research of tourism behavior,and the stimulating effects of different types of pictures remain to be studied.This study takes online B&B platform as the research object,based on SOR theory and satisfaction model,and adopts questionnaire survey method to study the influence mechanism of B&B network service scene on consumers’ behavior intention and the role of aesthetic attraction in it.Based on the data analysis of eye movement experiment,this paper selects the pictures of B&B in Yangshuo,a typical tourist destination,as experimental materials,and conducts eye movement experiments on eight different pictures of B&B servicescape to obtain eye movement data of 94 subjects from both supply and demand sides.Tobii Pro Lab analysis software is used to process the experimental data,and the consumer’s visual preference and consumption behavior intention are studied according to eye movement indicators such as gaze frequency,saccade times and average saccade amplitude.The results show that: The research results show that:(1)The hotel network service scenarios have a significant positive impact on perceived quality and perceived value,and the path coefficients are 0.218,0.633,0.118,0.202 and 0.108 respectively.Functional layout and visual attraction have the most significant influence on perceived quality and perceived value,while the interaction between subject and object has a weak influence on perceived value.The network service scene of B&B will eventually have a positive impact on consumers’ behavior intention;(2)As a whole,consumers are more recognized for the visual aesthetic attraction and functional layout of the platform,and the help and support of the host-guest interaction process for consumers needs to be improved;(3)Pictures play an active role in online marketing,and consumers attach great importance to the visual aesthetic experience in the process of using the platform.It is beneficial to the online marketing of B&B to study the visual preference of consumers’ pictures and the influence mechanism of different types of B&B pictures on consumers’ behavioral intentions;(4)Merchants can choose the B&B marketing pictures based on the types and elements of B&B pictures,but it is necessary to consider the difference between individual perception and behavior.Based on the research results,this paper puts forward corresponding suggestions based on the online platform management and the marketing suggestions of B&B merchants:(1)Improving the visual appeal of B&B booking platform;(2)Pay attention to the user experience and enhance the convenience of platform function layout;(3)Strengthen the communication management between host and guest on the platform;(4)Choose the type of B&B pictures that are more attractive to consumers,so as to stand out from the many B&B products in the search interface.