The Joint Effect Of Product Display Strategies And Augmented Reality On Consumer Product Evaluation And Purchasing Intention

Nowadays,with the vigorous development of people's cultural consumption demand and the support of relevant national policies,historical cultural creative products have achieved unprecedented development in China.When online shopping has become an important sales channel for historical cultural creative products,effective online display of this kind of product has become a concern of enterprises and scholars.In recent years,augmented reality(AR)technology,with its continuous development,has become an important auxiliary means of online product display.From the perspective of historical cultural creative products,this paper discusses the impact of different product display strategies and augmented reality technology on consumers' product evaluation and purchasing intention.This research focuses on two display strategies of historical cultural and creative products: attribute emphasis display strategy and element framing display strategy,respectively discussing the influence of augmented reality technology on consumers under the two strategies.Four experiments were conducted to examine the influence of the interaction between augmented reality technology and different product display strategies on product evaluation and purchasing intention.The research results show that(1)when the strategy of emphasizing products' creative attributes is adopted,the adoption of augmented reality technology will improve people's evaluation and purchasing intention for the products.When the strategy of emphasizing historical attribute is adopted,the adoption of augmented reality technology will reduce people's evaluation and purchasing intention for products.(2)perceived uniqueness and perceived authenticity play mediating roles in the interaction effect of the attribute emphasis display strategy and augmented reality technology on product evaluation and purchase intention of consumers respectively;(3)in the case of using the framing strategy of ancient and modern elements,when adopting the framing strategy of "ancient elementsmodern elements",the adoption of augmented reality technology will improve people's evaluation and purchasing intention of products.When adopting the framing strategy of "modern elements-ancient elements",the adoption of augmented reality technology will reduce people's evaluation and purchasing intention for products.(4)perceived uniqueness and perceived authenticity play mediating roles in the interaction effect of augmented reality technology and element framing strategy on consumers' product evaluation and purchasing intention,respectively.The research results of this paper on the one hand,from the perspective of consumers,help us to understand the consumer psychology and behavior of purchasing historical cultural creative products,filling the research gap in this field.On the other hand,this research also explores the boundary conditions of the influence of augmented reality technology on product evaluation and purchasing intention,which has theoretical and practical significance.