基于S-O-R模型的视觉营销对消费者购买意愿的影响研究——以红色文创网店为例

Research on the influence of visual marketing on consumerspurchase intention based on the S-O-R model—The case of red culture creative online store

为提高红色文创网店的点击转化率,文章从消费者视角出发,研究影响消费者购买意愿的视觉因素。基于S-O-R模型理论,构建红色文创网店视觉营销对消费者购买意愿因素的理论模型。利用S-O-R模型分析了红色文创网店视觉营销中的商品形象、界面形象以及品牌视觉形象对顾客感知价值及顾客购买意向的影响。通过设计量表和调查问卷进行实证研究,并结合结构方程模型加以论证,得出品牌视觉形象和界面形象是影响消费者购买意愿的关键因素,为设计师和红色文创品牌进行网店设计提供了一定的理论参考和建议。

In order to improve the click conversion rate of red cultural and creative shop,from the perspective of consumers,this paper studies the visual factors that affect consumerspurchase intention.Based on the theory of S-O-R model,this paper builds a theoretical model of visual marketing of red cultural and creative shop on the factors that affect consumerspurchase intention.The S-O-R model is used to analyze the effects of product image,interface image and brand visual image in visual marketing of red cultural and creative shop on customersperceived value and customerspurchase intention.Through the empirical research of design scale and questionnaire,combined with the structural equation model to demonstrate,it is concluded that brand visual image and interface image are the key factors affecting consumerspurchase intention,which provides certain theoretical reference and suggestions for designers and red cultural and creative brands to design online stores.