图片呈现顺序对品牌感知价值的影响-DPIProceedings.PDFVIP

2019 International Conference on Management Innovation, Education Reform and Applied Social Science (MIERASS 2019) ISBN: 978-1-60595-625-1 The Effect of Pictures’ Presentation Order on Brand Perceived Value Chun-mei GU and Liu-zi LIN* School of Business Administration, Zhejiang Gongshang University, China *Corresponding author Keywords: Advertising image, Presentation order, Brand perceived value, Individual imagination. Abstract. At present, online advertising pictures like to use multiple forms of presentation, and research on the order in which pictures are presented has attracted attention. This paper designed two empirical studies to explore whether the different presentation order of the contrast pictures before and after will have an impact on the perceived value of the brand. The results show that for hedonic products, consumers face the past situation on the left and the future picture combination on the right can produce higher brand perception value, but the effect on practical products will be weakened. This result is still true in high-imagination subjects, but there is no significant difference for low-imaginity subjects. This article provides some useful references and references for the design of advertising images and the order of presentation of corporate marketers. 图片呈现顺序对品牌感知价值的影响 顾春梅, 林榴籽* 1浙江工商大学工商管理学院，杭州，中国 *通讯作者 关键词：广告图片；呈现顺序；品牌感知价值；个体想象力 摘要：目前线上广告图片喜欢用多幅呈现的形式，关于图片呈现顺序的研究引起关注。本文 设计了两个实证研究，探讨了前后存在对比图片的不同呈现顺序是否会对品牌感知价值产生 影响。结果表明，对于享乐型产品，消费者面对左边代表过去情境，右边代表未来的图片组 合能产生更高的品牌感知价值，但对于实用型产品效果会减弱。此结果在高想象力被试中依 然成立，但对于低想象力被试则不存在显著差异。本文为企业营销人员设计广告图片以及排 布呈现顺序提供了一些有益的借鉴和参考。 1．引言 消费者选择在线购物增多意味着无法直接体验产品，其评估一件产品只能借助广告图片。 而在线购物图片一般以多图形式呈现，因此图片呈现顺序研究引起越来越多的关注，有学者 从浏览路径、阅读习惯、顺序效应、信息处理模式等多个角度进行考量。但是目前大部分学 者对于图片顺序研究缺乏差异化