The Effect Of Product Framing Strategy For Product Attitude In E-commerce Situation:A Study Of Eye Track

With the continuous innovation and development of network information technology,the new business mode of network platform,which is characterized by the integration of traditional commerce and modern technology and information flow,is developing rapidly and rapidly.Compared to the traditional business,e-commerce logistics and business operation reflects the powerful advantage of more efficient and more economical.In the Internet trading platform,product display as an important part of e-commerce platform,not only can be used as a platform for businesses propaganda,and through the impact on individual vision and strengthen individual first impression of the products,improve the competitiveness of products in the market competition in electronic commerce.In the e-commerce platform,some of the display methods of the products in the picture can win the attention of the consumers.In the process of product information dissemination,analogy and mental simulation are two very effective ways to display advertisements.They can help consumers to cognate products in a more convenient way,understand the characteristics of products and establish product attitudes.In this research,we will focus on the presentation of products in e-commerce trading platform,and build a theoretical model from a completely new perspective to the process of product display and individual attitude.At the same time,we use experimental method and advanced eye movement technology to conduct an empirical study of 30 undergraduates,and explore the influence of product display mode(analogous to vs mental simulation)on product attitude.It is discussed how to display product and product information to individuals under different circumstances.It can maximize the individual's attitude towards products,and discuss the internal mechanism of the process based on two cognitive psychological shortcuts.Secondly,this paper will also study the intermediary role of the other mediating variable,the verifying bias,on the individual attitude.Thirdly,it explores the role of the two product types(functional product vs hedonistic products)on different product display modes.After collecting and finishing the experimental data,we used SPSS analysis software to do descriptive statistics,one-way ANOVA and regression analysis to verify the relationship between variables in the model.Finally,based on the conclusion of the study,it puts forward corresponding feasible suggestions for enterprises,and provides scientific guidance for e-commerce business strategy and product display strategy.The research results show that,when controlling the Confirmation bias of intermediary variable,the product exhibition forming(analogous to vs mental simulation)has a significant effect on product attitude.Compared with analogous advertising,simulated advertising can make consumers have more positive attitude towards products and positively affect consumers' purchase intention.The interaction effect between product type and product exhibition is significant.Simple effect analysis shows that for the hedonic stimulus,a higher level of product attitude can be achieved through mental simulation.In addition,the regulation of product types is significant,and the hedonistic product can obtain a higher level of product attitude.The interaction of product type and product exhibition forming is significant.Simple effect analysis shows that analogous advertising can produce more positive product attitude for hedonic stimuli.Confirmation prejudice is partly mediated between the product exhibition and product attitude.