摘要
感官营销对消费者决策有着越来越重要的影响,而视觉在五种感官中起主导作用,相关研究文献也越来越丰富,但这些丰富的研究成果并没有得到系统的梳理,不利于后续对该领域的深入研究。本文依据视觉营销维度的逻辑,对现有视觉营销文献中研究成果较为丰富的维度,也是营销实践中运用最多的维度:形状、光照、位置、陈列方式、视觉与其他感官(听觉、触觉、嗅觉和味觉)交互影响的文献进行了系统的梳理,即梳理了视觉营销上述各位维度对消费者心理和行为的影响,以期为视觉营销理论的深入研究提供框架性的文献指导。
Sensory marketing becomes increasingly important on consumer decision making and visual sense plays a dominant role among the five basic senses.However,there is no framework of visual marketing or no thesis reviewing the visual field systematically as there are abundant researches related to this field.Thus,through reviewing the theories and researches in visual marketing,the thesis proposes a five-dimensional visual marketing framework,namely shape,lighting,spacious position and assortment and cross-modal influence between visual sense and other senses and summarizes the influence on consumers based on previous literature.That how to perfect the framework of visual marketing and how to enrich and deepen studies in visual marketing can be further discussed in future research.
作者
黄静
王锦堂
刘洪亮
王正荣
HUANG Jing;WANG Jin-tang;LIU Hong-liang;WANG Zheng-rong
出处
《科学决策》
CSSCI
2020年第4期67-89,共23页
Scientific Decision Making
基金
国家自然科学基金面上项目(项目编号:71572136)
国家自然科学基金地区项目(项目编号:71562027)。
关键词
形状
光照
位置
陈列方式
视觉营销
shape
lighting
position
assortment
visual marketing
