Impact Of Visual Presentation Of Online Group Buying Deals On Consumer Cognition

The 35 th report of China Internet Network Information Center(CNNIC) noted that, as of December 2014, group buying users has reached 173 million, accounting for 47.92 percent of online buying users. The rapid development of group buying attracted concern by researchers, businesses and consumers. There is a two-stage consumption characteristic in group buying — buy and redeem. And visual presentation will affect consumer decisions in first stage.The length of a group buying deal's page reaches 16 screens. How the browsing model is and what information can attract consumer first and most when they search a deal? What influence does information that first concerned and most concerned have on consumer decision? Previous study aims to explore the impact of visual presentation of online group buying deals on consumer cognition. Experiment one and two explore the browsing patterns and visual attention effect of online group buying deals, and experiment three explores the recency effect of consumer reviews on attitude and purchase intention, and study four explores information processing mechandism in primacy effect converse to primacy effect.The results are as follows:(1) The browsing mode appeals to be a “ ? ” model to the whole web, while it presents as a “ Z ” eye mode on the home page.(2) Consumers first pay attention to home page picture, and concern most on consumer reviews.(3)First impression(positive vs. negative) and the type of consumer reviews(positive vs.negative) have an influence on attitude and purchase intention. Both conversion and reversion phenomenon exist between primacy effect and recency effect while group buying.(4) Compared to consumer reviews which contrast to first impression,consumers process consumer reviews which consistent with first impression smoother and reading faster.