The Effect Of Product Description On Consumers' Purchase Intention

In recent years,with the rapid development of the global network economy,online shopping platforms have become an important channel for today's commodity trading.Online shopping has become a lifestyle for people with its advantages of convenience,concessions,and so on.The number of netizens grew rapidly,especially mobile phone netizens accounted for most of them.In addition,netizens' mobile phone online payment also accounted for a large proportion.Such a huge market scale and the size of netizens inevitably lead to fierce competition in the online shopping market.In such an important stage of the development of e-commerce,more and more shopping platform merchants and scholars began to pay attention to how to increase the online consumer's desire to purchase.When online shopping consumers are shopping online,the main reference for product selection is based on the textual description and pictures of the products provided by the online merchants.This kind of product description provided by online merchants is equivalent to the shopping guide of traditional shopping methods,so the product description is It is important for online businesses.Studies have shown that the display of product information in the online shopping platform will affect the willingness of consumers to purchase and enhance their online shopping intentions.The same product can be displayed in different ways,such as abstract,structured,holistic,and specific,relatively minor,local,etc.This article will explore the different ways of product description in the online shopping environment,that is,the vivid description of the style and naive description of the consumer's purchase intention.This article mainly reviews the literature at home and abroad,and builds a purchase intent relationship model based on the product description.The adjustment focus is used as the adjustment variable and the adjustment focus is used as the adjustment variable for the role of the explanation level mediation between product description and purchase intention.This article selects two dimensions of product description vividness and simplicity,adjusts the focus of promotion focus and prevention focus,explains the level of high level of interpretation and low level of interpretation of two dimensions,the use of a questionnaire method to explore its willingness to purchase The role.In order to ensure external validity,vitamin C chewable tablets and electric toothbrushes in daily shampoos and health products were selected as experimental subjects.Exploring the difference between the vivid description of vitamin C and naive description on consumers' purchase intention;analyzing the difference between the vivid description of shampoo and the simple description of the purchase intention of individuals with different adjusting focus;studied the vivid description of the electric toothbrush and Under simple narrative classification,individuals with different focus of adjustment tend to have an influence on purchase intention under psychological representations that tend to be unexplained.