Exploring The Effects Of Model-Product Interaction On Online Female Consumers

The prosperity of e-service is changing the shopping methods of customers gradually.Retailers are also turning to online marketing from industrial marketing.It shows that the status of e-service is becoming more and more important.In the process of shopping online,customers are paying more and more attention to the online shopping environment,their shopping experience and after-sales service as well as pursuing purchase efficiency and convenience,focusing on the price and quality of products.Many online shopping websites and businesses invite models to help present their products.Studies have indicated that the sight,expression and movement of models play roles on customers' shopping experience and shopping decision.However,no scientific investigation has attempted to explore the effects of model-product interaction(i.e.,when models are required to help to present the products,the intensity of their postures' reflecting the products' function,attributive character and product experience)of such presentations in the process.At the same time,considering gender difference makes men and women process information differently,women are affected stronger by external stimuli than men.Therefore,this paper chooses women as research subjects,trying to explore the effects of model-product interaction on online female consumers' affection(arousal and pleasure),cognition(attention)and purchase intention in the process of online shopping.This paper establishes a theoretical model based on Stimulus-Organism-Response(S-O-R)model.We combine halo effect theory,the cue effect of eye gaze perception and posture on observers,the effects of model-product interaction on consumers,the characteristics of women in information processing,the classification of product category and so on,sort out and summarize the theories related to information processing and psychology.The hypotheses are put forward from the effects of modelproduct interaction on consumers on affection and cognition,the relationship between affection,cognition and purchase intention,and the moderating effect of product category in the process during the effects of model-product interaction on affection and cognition.We try to discuss the impact mechanism of the effects of model-product interaction on shopping experience and decision.This paper uses empirical research methods,constructs a model and put forward hypotheses.We collect experimental data by creating specific shopping scenarios,designing experimental questionnaire and controlling the impact of other unrelated variables.We analyze the data through SPSS software to verify the model and hypotheses,ensuring the validity of the data and the reliability of the conclusions.The results show that the enhancement of model-product interaction has a positive effect on the affection and cognition of online women consumers,and then has a positive impact on their purchase intention.At the same time,product category plays a moderating role in the process of model-product interaction affecting consumers' affection and cognition.Compared with search products,model-product interaction's enhancement of experience products' positive effects on consumers' affection and cognition is stronger.This study not only plays a complementary role to the relevant theory of factors affecting consumers' online shopping,but also provides practical suggestions for online shopping websites and businesses.