心理模拟中视觉心象精度对新产品评价影响研究.pdfVIP

暨南大学硕士论文 心理模拟中视觉心象精度对新产品评价影响研究 中文摘要 消费者通过心理模拟认知新产品是近年研究热点。心理模拟提升消费者对新产品的认 知水平进而提高新产品的上市成功率。本研究通过梳理相关文献，概述视觉心象精度、感 知流畅性、运输程度与心理模拟的关系。在此基础上，通过实验法探讨视觉心象精度与索 引信息对心理模拟的影响。实验结果验证了当外部没有情景提示信息时，低视觉心象精度 想象比高视觉心象精度想象的产品评价更高。而当存在情景提示信息时，高视觉心象精度 比低视觉心象精度想象的产品评价更高。同时，本研究也验证了想象流畅性与运输程度的 中介作用。当有情景提示信息时，消费者主要通过运输程度来对产品进行评价；而当没有 情景提示信息时，消费者主要通过主观流畅性来对产品进行评价。 关键词：新产品认知；心理模拟；心象信息处理；心象精度；情景信息 I 暨南大学硕士论文 心理模拟中视觉心象精度对新产品评价影响研究 Abstract Consumers’ learning of new products through mental simulation is the active area in recent years. Mental simulation enhances the cognitive level and thus improves success rate of new products in the market. The study makes a thorough review of literatures, determining the relation between imagery elaboration, imagining fluency, transportation and mental simulation. Based on theory of imagery information processing, experiments were conducted to study the effect of imagery elaboration on mental simulation. Experimental results demonstrated that situational cues moderated the effect of imagery elaboration on new product evaluation. When there were no external situational cues, high imagery elaboration led to lower evaluation than low imagery elaboration. When there were situational cues, however, high imagery elaboration led to higher evaluation than low imagery elaboration. Meanwhile, the study examined the mediate effect of fluency and transportation. When with situational cues, consumers evaluate new products by transportation; when without situational cues, consumers evaluate new products by subjective fluency. Key words: new product cognit