Effect of Image Saturation on the Willingness of E-commerce Agricultural Assistance and Its Mechanism:From the Perspective of Narrative Transportation Theory
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.
image saturationnarrative transportatione-commerce agricultural assistanceinformation frameworkidentity type
NETL
NSTL
万方数据
