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圖片裝飾線索對消費者的影響 版權信息
- ISBN：9787565433542
- 條形碼：9787565433542 ; 978-7-5654-3354-2
- 裝幀：一般膠版紙
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
圖片裝飾線索對消費者的影響 內容簡介
本書作者在占有大量文獻的基礎上, 提煉出三種圖片裝飾線索: 產品反射效果、對比色的使用和互補食材的布局設計, 通過構建模型, 提出研究假設, 收集大量樣本數據。研究結果表明, 圖片裝飾線索能對消費者的情感感知、購買態度和行為意圖產生積極影響, 同時又驗證了媒體線索的信息傳遞能力能夠吸引消費者對所購產品的關注。
圖片裝飾線索對消費者的影響 目錄
Chapter 1 General Introduction
1．1 Introduction
1．2 Research Background
1．2．1 Grocery Shopping
1．2．2 Online Grocery Shopping
1．2．3 Online Grocery Market
1．3 The Necessity of Research
1．4 Research Objective
1．5 Research Question
1．6 Research Methodology
1．7 Research Contributions
1．8 Research Outline
Chapter 2 Literature Review
2．1 Photo Decoration Cues
2．2 Media Richness Theory
2．3 Visual Design Artifacts
2．4 Visual Rhetoric Theory
2．4．1 Inventory
2．4．2 Manner
2．4．3 Arrangement
2．5 Conceptualization of Photo Decoration Cues
2．6 Consumer's Attitude towards Online Grocery Shopping
2．7 Consumer's Attitudes towards Product and Grocery Store
2．8 Summary
Chapter 3 Hypotheses Development and Research Model
3．1 Hypotheses Development
3．1．1 Effects of Photo Decoration Cues on Visual Appeal
3．1．2 Effects of Photo Decoration Cues on Shopping Enjoyment
3．1．3 Affective Responses： Attitudes towards Product and Grocery Store
3．1．4 Consumers' Purchase Intention
3．2 Research Model
Chapter 4 Research Methodology
4．1 Experiment Design
4．1．1 Laboratory Experiment
4．1．2 Stimuli
4．2 Measurement items
4．2．1 Instrument Design
4．2．2 Dependent Variables
4．2．3 Control Variables
4．2．4 Likert Scale
4．2．5 Questionnaire Design
4．3 Experiment Procedure
4．4．1 Pretest One
4．3．2 Pretest Two
4．3．3 Main Experiment
Chapter 5 Data Analysis and Results
5．1 Primary Analysis
5．1．1 Demographics of Participants
5．1．2 Descriptive Statistics x
5．1．3 Control and Manipulation Checks
5．2 Step One： ANOVA Test for Variation of Three Photo Decoration Cues
5．2．1 Effects on Visual Appeal
5．2．2 Effects on Shopping Enjoyment
5．3 Measurement Model
5．3．1 Exploratory Factor Analysis
5．3．2 Confirmatory Factor Analysis
5．3．3 Reliability Analysis
5．3．4 Validity Analysis
5．3．5 EFA Results
5．3．6 CFA Results
5．4 Structural Model
5．4．1 Structural Equation Modeling
5．4．2 Partial Least Squares （PLS）
5．4．3 Step Two： PLS Test for Effective Responses towards Attitudes and Behavior
Chapter 6 Conclusion
6．1 Overall Conclusion
6．2 Contribution
6．2．1 Contribution to Academics
6．2．2 Contribution to Practices
6．3 Limitations and Future Research
REFERENCES
APPENDIX A
APPENDIX B
APPENDIX C
APPENDIX D
APPENDIX E
APPENDIX F
APPENDIX G
APPENDIX H
1．1 Introduction
1．2 Research Background
1．2．1 Grocery Shopping
1．2．2 Online Grocery Shopping
1．2．3 Online Grocery Market
1．3 The Necessity of Research
1．4 Research Objective
1．5 Research Question
1．6 Research Methodology
1．7 Research Contributions
1．8 Research Outline
Chapter 2 Literature Review
2．1 Photo Decoration Cues
2．2 Media Richness Theory
2．3 Visual Design Artifacts
2．4 Visual Rhetoric Theory
2．4．1 Inventory
2．4．2 Manner
2．4．3 Arrangement
2．5 Conceptualization of Photo Decoration Cues
2．6 Consumer's Attitude towards Online Grocery Shopping
2．7 Consumer's Attitudes towards Product and Grocery Store
2．8 Summary
Chapter 3 Hypotheses Development and Research Model
3．1 Hypotheses Development
3．1．1 Effects of Photo Decoration Cues on Visual Appeal
3．1．2 Effects of Photo Decoration Cues on Shopping Enjoyment
3．1．3 Affective Responses： Attitudes towards Product and Grocery Store
3．1．4 Consumers' Purchase Intention
3．2 Research Model
Chapter 4 Research Methodology
4．1 Experiment Design
4．1．1 Laboratory Experiment
4．1．2 Stimuli
4．2 Measurement items
4．2．1 Instrument Design
4．2．2 Dependent Variables
4．2．3 Control Variables
4．2．4 Likert Scale
4．2．5 Questionnaire Design
4．3 Experiment Procedure
4．4．1 Pretest One
4．3．2 Pretest Two
4．3．3 Main Experiment
Chapter 5 Data Analysis and Results
5．1 Primary Analysis
5．1．1 Demographics of Participants
5．1．2 Descriptive Statistics x
5．1．3 Control and Manipulation Checks
5．2 Step One： ANOVA Test for Variation of Three Photo Decoration Cues
5．2．1 Effects on Visual Appeal
5．2．2 Effects on Shopping Enjoyment
5．3 Measurement Model
5．3．1 Exploratory Factor Analysis
5．3．2 Confirmatory Factor Analysis
5．3．3 Reliability Analysis
5．3．4 Validity Analysis
5．3．5 EFA Results
5．3．6 CFA Results
5．4 Structural Model
5．4．1 Structural Equation Modeling
5．4．2 Partial Least Squares （PLS）
5．4．3 Step Two： PLS Test for Effective Responses towards Attitudes and Behavior
Chapter 6 Conclusion
6．1 Overall Conclusion
6．2 Contribution
6．2．1 Contribution to Academics
6．2．2 Contribution to Practices
6．3 Limitations and Future Research
REFERENCES
APPENDIX A
APPENDIX B
APPENDIX C
APPENDIX D
APPENDIX E
APPENDIX F
APPENDIX G
APPENDIX H
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