本文選題：網(wǎng)絡(luò)視覺(jué)營(yíng)銷(xiāo) + 網(wǎng)絡(luò)團(tuán)購(gòu)�。� 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：中國(guó)互聯(lián)網(wǎng)信息中心(CNNIC)2015年第35次中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展報(bào)告指出,截止2014年12月,我國(guó)團(tuán)購(gòu)的用戶(hù)規(guī)模已達(dá)到1.73億,占網(wǎng)絡(luò)購(gòu)物用戶(hù)規(guī)模47.92%。網(wǎng)絡(luò)團(tuán)購(gòu)的迅速發(fā)展吸引了眾多學(xué)者的關(guān)注。團(tuán)購(gòu)具有兩階段消費(fèi)的特點(diǎn),視覺(jué)呈現(xiàn)會(huì)影響消費(fèi)者第一階段的決策。在美食網(wǎng)絡(luò)團(tuán)購(gòu)網(wǎng)頁(yè)中,一個(gè)團(tuán)購(gòu)的信息足以達(dá)到16屏的長(zhǎng)度,消費(fèi)者面對(duì)一個(gè)團(tuán)購(gòu)時(shí),是如何對(duì)這些信息進(jìn)行瀏覽的,其瀏覽模式是什么樣的?哪些信息是能夠優(yōu)先吸引消費(fèi)者注意,哪些信息又是消費(fèi)者關(guān)注最多的?優(yōu)先關(guān)注或受關(guān)注最多的信息又是如何影響消費(fèi)者決策的?本研究旨在通過(guò)四個(gè)聯(lián)系緊密的實(shí)驗(yàn)探索網(wǎng)絡(luò)團(tuán)購(gòu)網(wǎng)頁(yè)的視覺(jué)呈現(xiàn)對(duì)消費(fèi)者認(rèn)知的影響。實(shí)驗(yàn)一和二探索了消費(fèi)者對(duì)團(tuán)購(gòu)網(wǎng)頁(yè)的瀏覽模式和視覺(jué)注意效果,實(shí)驗(yàn)三探討了消費(fèi)評(píng)論對(duì)消費(fèi)者感知的近因效應(yīng),實(shí)驗(yàn)四探索了團(tuán)購(gòu)中首因效應(yīng)向近因效應(yīng)轉(zhuǎn)換的信息加工機(jī)制。研究得出以下主要結(jié)論:(1)消費(fèi)者對(duì)團(tuán)購(gòu)頁(yè)面的瀏覽呈現(xiàn)“?”型瀏覽模式,而對(duì)首焦頁(yè)部分則呈現(xiàn)“Z”型瀏覽。(2)消費(fèi)者優(yōu)先關(guān)注首焦頁(yè)圖片而非常識(shí)所認(rèn)為的價(jià)格,消費(fèi)者對(duì)團(tuán)購(gòu)網(wǎng)頁(yè)所呈現(xiàn)的信息中,對(duì)消費(fèi)評(píng)論的關(guān)注度最多。(3)第一印象和消費(fèi)評(píng)論類(lèi)型均會(huì)對(duì)消費(fèi)者的態(tài)度和購(gòu)買(mǎi)意愿產(chǎn)生影響。在第一印象所帶來(lái)的首因效應(yīng)和消費(fèi)評(píng)論引起的近因效應(yīng)的博弈中,二者存在轉(zhuǎn)化和扭轉(zhuǎn)作用。(4)網(wǎng)絡(luò)團(tuán)購(gòu)中,消費(fèi)者對(duì)與第一印象一致或矛盾的消費(fèi)評(píng)論的眼動(dòng)模式存在差異。相比于與第一印象矛盾的消費(fèi)評(píng)論,消費(fèi)者對(duì)與第一印象一致的消費(fèi)評(píng)論的信息加工更流暢,閱讀速度更快。
[Abstract]:According to the China Internet Information Center's 35th China Internet Network Development report in 2015, as of December 2014, the number of users of group purchases in China has reached 173 million, accounting for 47.92 percent of the total number of online shopping users. The rapid development of online group purchase has attracted the attention of many scholars. Group purchase has the characteristics of two-stage consumption, visual presentation will affect the first stage of consumer decision-making. In the food network group purchase web page, a group purchase information can reach 16 screen length, when facing a group purchase, how to browse the information, what is the browsing mode? Which information is able to attract the attention of consumers first, which information is the most concerned by consumers? How does the most focused or most watched information affect consumer decision-making? The purpose of this study is to explore the influence of the visual presentation of online group buying web pages on consumers' cognition through four closely related experiments. Experiments 1 and 2 explored the browsing mode and visual attention effect of consumers on group purchase web pages. Experiment 3 explored the proximal effect of consumer comments on consumers' perception. Experiment 4 explores the information processing mechanism of the conversion from the first cause effect to the proximal factor effect in group buying. The main conclusions of the study are as follows: 1) consumers' browsing of group buying pages "?" The "Z" section of the prefocus page shows a "Z" browsing pattern.) consumers are preoccupied with the price of the first focus page rather than the common sense view, and in the information presented to the group purchase page, First impressions and types of consumer reviews have an impact on consumers' attitudes and willingness to buy. In the game of the first-cause effect brought by the first impression and the proximal effect caused by the consumer comment, there is a difference in the eye movement mode of the consumer's consumer comment which is consistent with the first impression or contradictory in the online group purchase. Compared with the consumer comment which contradicts the first impression, the consumer's information processing is more fluent and the speed of reading is faster than that of the consumer comment consistent with the first impression.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.55;F724.6

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