如何缓解在线零售中的触觉障碍所导致的消费者负面后果是电子商务领域共识性的难题,如何通过非接触性媒介以文本描述的方式为消费者补偿抽象复杂的产品感官属性信息仍未得到较好的解决。本文通过两项情境模拟实验和一项真实田野实验研究发现,在线产品隐喻文本描述可以有效地向消费者传递产品触觉属性信息,动态隐喻文本描述相较于静态隐喻文本描述能让消费者产生更高的购买意愿;触觉意象在在线产品描述方式影响消费者购买意愿的过程中发挥中介作用;产品类型发挥调节作用,触觉体验型产品采用在线动态隐喻文本描述能导致消费者更高的购买意愿,触觉功能型产品采用在线静态隐喻文本描述能导致消费者更高的购买意愿,并且触觉意象在这两种情境下均发挥中介作用。本研究不仅丰富了感官知觉域经验语言表达策略的理论研究,同时也为在线零售企业提高在线产品展示的有效性以及实施在线感官营销策略等提供了管理启示。
触不可及还能感同身受吗?——在线产品隐喻文本描述的触觉补偿效应研究
摘要
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引用本文
冷雄辉, 周小榆, 熊立. 触不可及还能感同身受吗?——在线产品隐喻文本描述的触觉补偿效应研究[J]. 外国经济与管理, 2022, 44(10): 87-103.
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