Animation attracts: The attraction effect in an on-line shopping environment
Animation attracts: The attraction effect in an on-line shopping environment
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DOI：
10.1002/mar.20134
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发表时间：
2006-10-01
影响因子：
6.7
通讯作者：
Cardaci, Maurizio
中科院分区：
文献类型：
--
作者：
Fasolo, Barbara;Misuraca, Raffaella;Cardaci, Maurizio
两项研究探讨了吸引力的影响，一个不一致的选择行为，通常观察到消费者与两种产品（目标和竞争对手），都好的不同的原因，和一个更糟糕的“诱饵”-在不同的产品展示（动画或静态）的背景下，在线消费者的决定。实验中，不同的参与者人群，表明在网上购物环境中的吸引力效果取决于动画格式的产品。实验1（与意大利的参与者）表明，吸引力效应被消除时，目标和竞争对手都是动画和强调时，目标是动画和竞争对手是静态的，无论诱饵是动画或静态的。实验2在美国复制了这种激励/吸引效应，在美国，网上购物比意大利更普遍。本文的结论与网上购物的理论和实践意义。(c)2006 Wiley Periodicals，Inc.
Two studies examine the attraction effect-an inconsistent choice behavior typically observed when consumers are presented with two products (target and competitor), both good for different reasons, and a worse "decoy"-in the context of on-line consumer decisions with different product displays (animated or static). The experiments, with different participant populations, show that the attraction effect in an on-line shopping environment depends on the animation format of the products. Experiment 1 (with Italian participants) suggests that the attraction effect is eliminated when target and competitor are both animated and is accentuated when the target is animated and the competitor is static, regardless of whether the decoy is animated or static. Experiment 2 replicates this animation/attraction effect in the United States, where on-line shopping is more common than in Italy. The paper concludes with theoretical and practical implications for on-line shopping. (c) 2006 Wiley Periodicals, Inc.