Research On The Influence Of Food Image Dynamism On Consumers’ Perception And Food Purchase Intention

This abstract will briefly introduce this dissertation from six aspects: research background,research content,research methods,research results,research conclusions,and research value.In food print advertising,it is a common marketing method to display food through pictures,and the way to show the food with dynamic sense in the print advertising has also been widely used.In this way of display,the object in the picture does not have real movement,but through the presentation of a moment in the process of movement,the object is described as “moving”,that is,the object looks moving,so as to give people a sense of motion.This kind of “motion” is called “implied motion”,and the degree of motion expressed by graphic objects implying motion is called “image dynamism”.In this paper,the degree of motion that food image implying and making food look dynamic is called “food image dynamism”.Based on the analysis of relevant theories and practices,this paper speculates that differences of food image dynamism in print advertisements(for example,food images displayed in dynamic and static)may bring different advertising effects.Therefore,this paper puts forward three core research questions: 1)which one of the dynamic and static food images has better advertising effect? 2)How do dynamic and static food images affect the advertising effect? 3)When will the advertising effect of dynamic and static food images have no difference? And in which cases the effect of dynamic food image is better,and in other cases the effect of static food image is better?In terms of research content,this paper makes a series of theoretical exploration and empirical research,and answers the above three research questions.Starting from the implied motion in food images and plane images,taking Nudge Theory and Stimulus-Organism-Response theory as the underlying logic,using Associative Learning Theory,Synesthesia Effect and Conceptual Metaphor Theory as the theoretical basis,this paper constructs a research model of the relationship among food image dynamism,food perception and purchase intention.In this model,food image dynamism influences food purchase intention through three paths: 1)food image dynamism influences food purchase intention through the perception of food freshness,quality and taste;2)food image dynamism influences food purchase intention through the perception of consumers’ affective fluency and taste;3)food image dynamism influences food purchase intention through perceived food efficacy.In terms of research methods,this paper adopts a hybrid research design combining qualitative research and experimental research.Firstly,this paper adopts the qualitative research method of in-depth interview.Secondly,the implicit association between food image dynamism and food perception is tested by Implicit Association Test.Thirdly,the main experimental studies use the inter group experiment method,inviting different types of consumers(average consumers and college students)as subjects,and completes nine experiments in the three studies.In terms of research results,the research model of this paper is supported by the whole.The research model of this paper contains 20 research hypotheses,among which 16 research hypotheses are supported,2 research hypotheses are partially supported,and the other 2 research hypotheses are not supported.According to the distribution of the research,the results will be described in accordance with the study1,study 2 and study 3.In Study 1,three experiments(Experiment 1,Experiment 2 and Experiment 3)were conducted to test the influence of food image dynamics on purchase intention by influencing freshness perception,quality perception and taste perception and its boundary conditions.In Experiment 1,we verify the positive effects of dynamic(vs.static)food on quality perception(H1)and taste perception(H2),as well as the mediating role of freshness perception in above process.The results of Experiment 2show that when consumers viewing food advertisements,taste perception plays a mediating role in the process of food image dynamism influencing food purchase intention(partially supporting H3).The results of Experiment 3 show that when the valence of time-related attribute of the food is negative,the food with dynamic image(vs.static)can obtain higher quality perception and taste perception,and further promote food purchase intention;when the valence of time-related attribute of the food is positive,the food with dynamic and static images lead to similar quality perception,taste perception and food purchase intention(H4,H4 a,H4b and H5,H5 a,H5b).In Study 2,three experiments(Experiment 4,Experiment 5 and Experiment 6)were conducted to test the influence of food image dynamism on purchase intention by influencing affective fluency and taste perception and its boundary conditions.In Experiment 4,we verify that the dynamic(vs.static)food made consumers feel more affective fluency,so as to feel the food tastier(H6).The results of Experiment 5 show that affective fluency in information processing and food taste perception played a continuous mediating role in the process of food image dynamism influencing purchase intention(H7).The results of Experiment 6 show that when consumers have health goals,dynamic(vs.static)food image can obtain higher taste perception and purchase intention;while when consumers have hedonic goals,dynamic and static food images lead to similar taste perception and purchase intention(H8,H8 a,H8b).In Study 3,three experiments(Experiment 7,Experiment 8 and Experiment 9)were conducted to examine the influence of food image dynamism on purchase intention by influencing perceived efficacy and its boundary conditions.In Experiment 7,we verify the hypothesis(H9)that the perceived efficacy of dynamic(vs.static)food advertising images was higher,and thus the purchase intention of consumers was higher.The results of Experiment 8 show that the direction of food motion had no significant effect on food perceived efficacy and consumer purchase intention.Whether the food in the print advertisement is described as moving up or moving down,compared with the food described as static,they can both improve consumers’ perceived efficacy of the food,thus enhancing consumers’ purchase intention(H10a and H10 b have not been verified).The results of experiment 9 show that when the advertising claim is energizing claim,food described as dynamic(vs.static)can obtain higher perceived efficacy and higher purchase intention;when the advertising claim is relaxation claim,food displayed as static(vs.dynamic)can obtain higher perceived efficacy and higher purchase intention(H11,H11 a,H11b).In terms of research conclusions,this paper obtains three main research conclusions.First of all,in general,compared with the static food image,the advertising effect of dynamic food image is better.The impact is manifested in three aspects: dynamic food image can improve consumers’ evaluation of food freshness,the higher the freshness,the higher consummer’ perception of quality and taste,and the higher their food purchase intention;dynamic food image can improve consumers’ emotional experience when viewing advertisements,and the better emotional experience makes them think that the food is taster,so their purchase intention will be higher.In addition,dynamic food image will make people think that the efficacy of the food is higher,so their purchase intention will be higher too.Secondly,in some cases,there is no significant difference in advertising effect of dynamic and static food images.This is reflected in two aspects: although dynamic food image improves the purchase intention toward food by improving the evaluation of freshness,quality and taste,this effect does not exist for all types of food.For some food with better taste and quality as the preservation time getting longer,there is no obvious difference between the advertisement with dynamic and static food images.Although dynamic food image can improve the purchase intention of food by improving the emotional experience,this effect does not exist for all consumers.For consumers who with hedonic consumption goal,there is no significant difference between the advertisement with dynamic and static food images.Finally,in some cases,dynamic and static food images will produce the opposite effect according to the type of advertising appeals.When applying energizing claim,dynamic food image has better effect,that is,compared with static food image,dynamic food image will make people think that the efficacy of the food is higher,so their purchase intention will be higher.However,when applying relaxation claim,static food image can play a better advertising effect,that is,compared with dynamic food image,static food image will make people think that the efficacy of the food is higher,so their purchase intention will be higher.In terms of research value,this paper will elaborate from two aspects: theoretical contribution and management enlightenment.Theoretical contributions are mainly reflected in: first,from the perspective of the internal mechanism of food image dynamism impact on food perception and evaluation.Previous studies pay more attention to the impact of food image dynamism on consumers’ cognitive inference.In addition to this kind of cognitive experience,Study 2 found that the dynamism of food image can also improve consumers’ taste perception through the affective fluency in information processing,and found the mediating role of affective experience in the dynamism of food image on consumers’ perception,which is a supplement to the existing research.Based on the Conceptual Metaphor Theory,Study 3 verified the metaphorical relationship between food motion(specific concept)and food efficacy(abstract concept),and found the mediating role of food efficacy in the influence of food image dynamism on consumers’ purchase intention,which is also an enrichment of existing research.Second,from the boundary conditions of influence of food image dynamism on food perception and evaluation.These boundary conditions have not been discussed in previous studies.In this paper,based on three influence paths of food image dynamism influencing food perception and purchase intention,we discuss the boundary conditions of each influence path respectively,and expand the related research from direct effect and internal mechanism to boundary conditions.Thirdly,in terms of research variables,previous studies on food image dynamism explored the impact of food image dynamism on the perception of freshness,taste and food attractiveness.In this study,food quality perception,affective fluency,efficacy perception and other variables are included in the model,and the dependent variable is extended to consumers’ food purchase intention.Fourthly,the visual factors that affect food perception and purchase intention have received much attention and research.This study considers the influence of food image dynamism,which is the further development and sublimation of the visual influencing factors of food perception and purchase intention.Fifthly,foreign scholars have carried out a lot of academic research and practical exploration on the intervention of dietary behavior,while the domestic research is still relatively lacking.This study shows that food image dynamism is an effective factor of food nudging,which promotes the development of nudging strategy in food intervention research.Sixth,in the field of food,there are few studies on the dynamism of visual information.This study supplements and enriches the impact of the dynamism of visual information on consumers in print design from the perspective of food image.The management enlightenment of this paper is mainly reflected in: first,according to the research conclusions of this paper,food manufacturers may present food in a dynamic way when designing food print advertisements.Secondly,when using dynamic food images,we should fully consider the characteristics of food and advertising claims in order to choose the appropriate application mode.Thirdly,when using dynamic food images,we should fully consider the characteristics of consumers and choose the appropriate application mode for different consumers.Fourth,in the daily advertising or packaging design,we need to consider the affective experience of consumers when they are processing information.In the face of the same food,food advertisements that make people feel more pleasant,enjoyable and interesting will effectively enhance consumers’ taste perception,so as to obtain more consumers’ attention and promote consumers’ purchase intention.Finally,food image dynamism can be used in the marketing of healthy food to promote people’s healthy diet,which will help to improve and promote public health.