The Influence Of Situational Clues Of The Background Of The Picture On Participating Intention

In recent years,due to a new online shopping model emerged-product crowdfunding,crowdfunding products have not been evaluated or experienced by consumers after the external sales,so in the crowdfunding,effective product display Not only attracts consumers to visit crowdfunding sites,but also facilitates consumer investment or investment decisions in the absence of a direct product experience.In an online environment where consumers cannot personally inspect a product before purchasing,product display plays a key role in triggering emotional and cognitive responses,which in turn affects the shopping experience and results.Therefore,how to improve consumers' feelings and experiences in purchasing crowdfunding products and improve the business performance of crowdfunding platform product projects has become an important academic issue.In the field of crowdfunding products,since pictures can trigger consumers virtual experience and feel the quality and function of products,sponsors often display the basic attributes and functions of products in the form of pictures,and the situational clues in the background of the pictures may make consumers It is more capable of virtual experience products,hoping to attract consumers' attention and increase their purchasing intentions.Previous studies have explored online product display mainly including imagery information,attributes of text description,online display imagery attributes and various virtual visual technologies.However,the situational clues of the background of the picture have not been discussed in depth,and the impact mechanism of the situational clues of the background of the pictureon participating intention This paper introduces a new perspective—mental imagery.This paper starts from clue theory,and discusses the role of mental imagery in the influence of the situational clues of the background of the picture on participating intention,and the individual The imagery ability is a regulation variable,which analyzes the moderating effect of different types of consumers on the influence of situational clues on the mental imagery.This study confirmed the mediating role of mental imagery and the moderating role of individual imagery ability through three experiments.The experimental results show that,firstly,the contextual clues in the crowdfunding product pictures have the influence of participation intention and mental image.Significantly different,compared to the picture display of contextual clues that have/no relevant background to crowdfunding products,the picture display of contextual clues related to product crowdfunding will significantly increase consumers' willingness to participate and mental imagery;second,in the process of crowdfunding product picture,the contextual clues affecting the willingness to participate in the process,the mental imagery plays a mediating role in this process;third,the individual imagery ability in the crowdfunding product picture shows whether there is a contextual clue The influence of mental imagery plays a moderating role.This study innovatively introduces the variable of mental imagery,analyzes the influence of the situational clues of the background of the picture on mental imagery and the mediating effect of mental imagery,and further explains the mechanism of the background clues on the participating intention.At the same time,from the perspective of individual imagery ability,this study introduces individual imagery ability as a regulatory variable,and explores its influence on the situational clues of the background of the picture and mental imagery,thus further expanding the research field of mental imagery and has certain theory contribution.Finally,this paper puts forward corresponding marketing suggestions and practical guidance for the business practice of crowdfunding platform.