摘要
触觉在消费者的购物过程中发挥着非常重要的作用。然而在线购物会带来触觉体验的缺失,如何弥补在线购物中的触觉体验对研究者和商家来说均至关重要。基于虚拟触觉感知视角,本文研究物质属性产品图片展示距离的远近对消费者产品评价的影响。研究发现:相对于远距离展示,物质属性产品图片的近距离展示会让消费者产生更高的产品评价;虚拟触觉感知在这一效应中起到了中介作用。另外,产品类型在这一效应中起到了调节作用,即功能产品采用近距离展示有更高的产品评价,而社交感官产品采用远距离展示有更高的产品评价。
The sense of touch plays a very important role in consumers shopping process.However,online shopping leads to a lack of tactile experience.How to make up for the sense of touch experience in online shopping is very important for both researchers and merchants.Based on the perspective of virtual tactile perception,this paper studies the effect of the display distance of material attribute product image on consumer product evaluation.The findings are as follows:Relative to the long-range display,the close-range display of the material attribute product image will generate higher product evaluation for consumers.virtual tactile perception plays a mediating role in this effect.In addition,product type plays a moderating role in this effect.that is,functional product has higher product evaluation with close-range display,while social sensory product has higher product evaluation with long-range display.
作者
黄静
刘洪亮
刘如建
Huang Jing;Liu Hongliang;Liu Rujian(Economics and Management School of Wuhan University,Wuhan,430072)
出处
《珞珈管理评论》
2020年第4期113-129,共17页
Luojia Management Review
基金
国家自然科学基金“虚拟感官线索对电商营销绩效的影响:呈现方式、机制及管理逻辑”(项目批准号:71572136)。
关键词
视觉展示
距离远近
虚拟触觉感知
功能产品
社交感官产品
Visual display
Distance
Virtual tactile perception
Functional product
Social sensory product
