Research On Effect Of Combination Display Of G-brand Online Apparel Video And Picture On Consumers’ Purchase Intention

With the development of apparel e-commerce,users have formed a clear preference for online purchase channels,and online sales have made a prominent contribution to merchants’ buesiness.To make up for the lack of sensory and service experience of online clothing purchases,many merchants use both videos and images to display product information to improve the consumer shopping experience.Therefore,an effective combination of apparel videos and images is important for online merchants to improve sales performance and increase consumers’ purchase intention.Based on the SOR model and cue theory,this paper establishes a research model of combination display of online apparel video and picture--emotional and cognitive response--purchase intention.Besides,the store composite score is used as a moderating variable to investigate its moderating role between video-image combination display and purchase intention.The study identifies specific research subjects through case brand analysis,verifies hypotheses through quantitative analysis of consumer research questionnaires,and provides qualitative summaries through in-depth interviews,which together provide informative suggestions for the optimization and improvement of online apparel video and picture combination displays.The main research contents and conclusions are:(1)The impact of online apparel video and picture combination display on consumersThe combination display of video overall and picture detailed has higher purchase intention,pleasure,imagery fluency and processing fluency than the combination of video detail and picture overall;the combination of video demonstration and picture promotion has higher purchase intention,arousal and processing fluency than the combination of video promotion and picture demonstration.(2)Relationship between emotional and cognitive responses and purchase intentionPleasure,arousal,imagery fluency and processing fluency in emotional and cognitive responses have a significant positive influence on purchase intention,and the order of influence is processing fluency > imagery fluency > arousal > pleasure.(3)Mediating role of emotional and cognitive responsesPleasure,imagery fluency and processing fluency have significant mediating effects in the relationship between overall/detail combination display and purchase intention;arousal and imagery fluency have significant mediating effects in the relationship between promotional/demonstration combination display and purchase intention.(4)Moderating effect of store composite experience scoreStore composite score moderates the effect of video and picture combination on consumers’ purchase intention.Specifically: in the case of a low overall store rating,there is no significant effect of the combination methods on the willingness to purchase;when the store rating was high,it was consistent with the results of the previous study.(5)Analysis of in-depth interview resultsThe following conclusions were obtained through in-depth interviews with 10 senior online clothing consumers:(1)The factors that influence whether consumers watch clothing videos are the time factor,the video content factor and the customer’s personal factor;(2)There is a certain preference for clothing videos and graphic combination displays;(3)There is a certain influence of merchant word-of-mouth on consumer decisions.(6)Management inspirationCombining the case brand analysis,research questionnaires and interview results to propose management revelations:(1)Pay attention to clothing video and picture combination strategy;(2)Optimize the content of apparel video and picture combination;(3)Rational understanding of the impact of apparel video and picture combination.