图片饱和度对电商助农意愿影响机制研究——基于叙事传输理论视角

Effect of Image Saturation on the Willingness of E-commerce Agricultural Assistance and Its Mechanism:From the Perspective of Narrative Transportation Theory

视觉刺激是影响人们捐赠决策的重要因素。基于叙事传输理论,通过二手数据分析和5个实验,探究图片饱和度对电商助农意愿影响的作用机制。研究发现:低饱和度(相比于高饱和度)的图片可以显著提升人们的电商助农意愿;图片饱和度通过叙事传输影响人们的电商助农意愿;信息框架和身份类型起到了调节作用,消极信息框架下,低饱和度图片能引发更强的叙事传输和电商助农意愿,积极信息框架下,高饱和度图片能引发更强的叙事传输和电商助农意愿;当消费者身份被激发时,低饱和图片后的叙事传输和电商助农意愿更高,而捐赠者身份被激发时,饱和度影响的差异则会被削弱。研究结果为电商助农宣传提供了理论指导和实践借鉴。

Visual stimulation is an important factor affecting people's donation decisions.Based on the narrative transportation theory,the effect mechanism of image saturation on the willingness of e-commerce agricultural assistance is explored by conducting one secondary data analysis and five experiments.The results show that images with low saturation(compared with high saturation)can significantly increase people's willingness of e-commerce agricultural assistance.Narrative transportation plays a mediating role in the effect of image saturation on the willingness of e-commerce agricultural assistance while information framework and identity type have moderating effects.Under the negative information framework,browsing low-saturation pictures can trigger stronger narrative transportation and willingness of e-commerce agricultural assistance,while under the positive information framework,browsing high-saturation pictures can trigger stronger narrative transportation and willingness of e-commerce agricultural assistance.When the consumer identity is activated,people's willingness of e-commerce agricultural assistance and narrative transportation is higher after viewing low-saturation(compared to high-saturation)images,while when the donor identity is activated,the difference in saturation effects is weakened.The research results provide theoretical guidance and practical references for the publicity of e-commerce agricultural assistance.