Impact Of Online Picture Presentation Order On Consumers' Purchase Intention

Although a growing number of scholars have conducted many researches about the the effect of picture presentation on consumer's decision, little research has been done in the domain of the order of online picture presentation.This paper based on this gap, explores the effect of the order of online picture presentation on consumer's purchase intention in different product type and futher examine its mechanism and some related moderators.Based on information processing mode theory, goal-driven imagery processing theory and Schema theory, from the perspective of presentation order,3 empirical study are conducted to explore the effect of the order of online picture presentation on consumer's purchase intention. In study 1, we examine the interaction effect of presentation order and product type on consumer's purchase intention and conduct two experiments. We find that the order of product first is more effective than the order of model first in increasing purchase intention under search goods and the order of model first is more effective than the order of product first in increasing purchase intention under experience goods.In study 2, the authors examine the mechanism between presentation order and consumer's purchase intention, the author conduct three experiments and test the mechanism of the extent of imagery processing. In study 3, the authors find that the degree of model fit moderate the effect of presentation order on consumer's purchase intention and predict that in high degree of model fit, the presentation order effect still exits, and in low degree of model fit, the presentation order effect disapear.The study can be divided into 7 chapters. Chapter 1 is an introduction to the research questions, significance of the topic, the research framework and methods. Chapter 2 is literature review focuses on picture presentation and order effect and consumer imagery, Chapter 3 is a review of related theories. Chapter 4 includes stutyl and conduct two experiment. Experiment 1 find the interaction effect of presentation order and product type on consumer's purchase intention.Experiment 2 eliminated the explanation that the fit of product type and picture type will elevate the purchase intention.2 experiments prove the validity of presentatation order effect. Chapter 5 includes study 2 and conduct 3 experiments. Experiment 1 examine the mechanism between presentation order and consumer's purchase intention. Experiment 2 eliminated the explaination except imagery process.Experiment 3 eliminated the explanation that the presentation order still affect their purchase intention through the self-related imagery process.3 experiments prove the validity of the mechanism. Chapter 6 examines the moderate effect of model fit by an experiment.Chapter 7 is the overall discussion. This chapter pointed out the theoretical and practical contribution of this research, as well as the limitations and future research directions. Besides the author's further research, other scholars broaden this research field would be appreciated.