图片饱和度对电商助农意愿影响机制研究——基于叙事传输理论视角
Effect of Image Saturation on the Willingness of E-commerce Agricultural Assistance and Its Mechanism:From the Perspective of Narrative Transportation Theory
周延风 1张莹 2李天琪3
作者信息
- 1. 中山大学 商学院,广东深圳 528406
- 2. 东莞松山湖高新区教育管理中心,广东东莞 523808
- 3. 中山大学管理学院,广东广州 510275
- 折叠
摘要
视觉刺激是影响人们捐赠决策的重要因素.基于叙事传输理论,通过二手数据分析和5个实验,探究图片饱和度对电商助农意愿影响的作用机制.研究发现:低饱和度(相比于高饱和度)的图片可以显著提升人们的电商助农意愿;图片饱和度通过叙事传输影响人们的电商助农意愿;信息框架和身份类型起到了调节作用,消极信息框架下,低饱和度图片能引发更强的叙事传输和电商助农意愿,积极信息框架下,高饱和度图片能引发更强的叙事传输和电商助农意愿;当消费者身份被激发时,低饱和图片后的叙事传输和电商助农意愿更高,而捐赠者身份被激发时,饱和度影响的差异则会被削弱.研究结果为电商助农宣传提供了理论指导和实践借鉴.
Abstract
Visual stimulation is an important factor affecting people's donation decisions.Based on the narrative transportation theory,the effect mechanism of image saturation on the willingness of e-commerce agricultural assistance is explored by conducting one secondary data analysis and five experiments.The results show that images with low saturation(compared with high saturation)can significantly increase people's willingness of e-commerce agricultural assistance.Narrative transportation plays a mediating role in the effect of image saturation on the willingness of e-commerce agricultural assistance while information framework and identity type have moderating effects.Under the negative information framework,browsing low-saturation pictures can trigger stronger narrative transportation and willingness of e-commerce agricultural assistance,while under the positive information framework,browsing high-saturation pictures can trigger stronger narrative transportation and willingness of e-commerce agricultural assistance.When the consumer identity is activated,people's willingness of e-commerce agricultural assistance and narrative transportation is higher after viewing low-saturation(compared to high-saturation)images,while when the donor identity is activated,the difference in saturation effects is weakened.The research results provide theoretical guidance and practical references for the publicity of e-commerce agricultural assistance.
关键词
图片饱和度/叙事传输/电商助农/信息框架/身份类型Key words
image saturation/narrative transportation/e-commerce agricultural assistance/information framework/identity type引用本文复制引用
基金项目
国家自然科学基金(71872194)
国家自然科学基金(72081330514)
出版年
2024
NETL
NSTL
万方数据