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论文编号：	14115
作者编号：	2120213340
上传时间：	2023/6/9 21:52:18
中文题目：	产品展示形式与创新产品类型对新产品评价的交互影响研究
英文题目：	Research on the Interactive Influence of Product Display Form and New Product Type on New Product Evaluation
指导老师：	杜建刚
中文关键字：	产品展示形式;创新产品类型;基于记忆的心理模拟;基于想象的心理模拟;新产品评价
英文关键字：	product visualization mode, new product type, mental simulation based on memory, mental simulation based on imagination, new product evaluation
中文摘要：	随着互联网技术的发展和不断的创新变革，现代人类生活的方方面面已经 被极大的影响和改变，其中购物的互联网化催生了电子商务的诞生，电子商务是 一种全新的商品交易模式，消费者购前信息的接收绝大部分均来自线上，产品信 息以及产品外观均为数字化信息，有研究表明，在电子商务的数字虚拟环境下， 产品的展示界面在很大程度上能够影响消费者对于产品的评价以及购买倾向等 等。随着技术的不断创新，在传统 2D 展示形式的基础上产生了更加立体化的 3D 展示技术。目前，部分电商平台已经做出了初步应用实践，同时采用了3D和AR 技术进行展示。但对于 3D 产品展示和 AR 产品展示在哪些层面能够带来更高的 消费者价值仍在探索过程中。而在以互联网为媒介的交易平台中，创新产品的上 线是电商平台上产品更新、迭代的重要举措。基于此，本文将不同技术所呈现的 产品展示聚焦于新产品这一产品类别上，新产品根据创新程度可以分为突破式 创新产品和渐进式创新产品，本文探究的就是对于不同创新程度的新产品，运用 3D 技术或 AR 技术进行展示时对新产品评价和采纳意愿是否有所不同，同时探 究其背后的理论机制。 本研究基于心理模拟理论，从当前较为前沿的 AR 和 3D 产品展示出发，思 考两种技术在进行产品展示中的区别，将视角放在新产品这一产品类别，根据创 新程度将新产品分为渐进式创新产品和突破式创新产品，将产品展示形式和创 新产品类型相交互，探究这两者之间的匹配对新产品评价影响的理论模型，并使 用实验法对其进行实证研究。第一，本文探讨 AR 和 3D 产品展示形式与创新产 品类型的交互作用，能否提高消费者对创新产品的评价，并基于心理模拟理论对 这一过程的内在机制进行探讨和研究。第二，本文还对心理模拟影响消费者新产 品评价的中介作用进行研究。第三，本文探究了不同心理模拟类型(基于记忆的 心理模拟 vs. 基于想象的心理模拟)对产品展示形式和创新产品类型的交互效 应的平行中介作用。在通过实验法进行数据收集和分析之后，运用 SPSS 数据分 析软件进行描述性统计、单因素方差分析以及回归分析等方法验证模型中不同 变量之间的关系。最后，通过研究数据得出研究结论，为电商平台以及商家等展 示创新产品提供相应的科学指导和实际可操作的建议。 本文设计了三个实验，通过数据分析得出:(1)产品展示形式与创新产品类型相匹配可以提升消费者对新产品的评价。当 3D 产品展示与突破式创新产品 (RNP)相匹配，AR 产品展示与渐进式创新产品(INP)相匹配时，可以增强对 新产品的评价;(2)心理模拟在产品展示形式与创新产品类型的匹配对新产品 评价的影响中起中介作用;(3)基于想象的心理模拟中介了 3D 产品展示和突 破式创新产品(RNP)相匹配对新产品评价的影响;基于记忆的心理模拟中介了 AR 产品展示和渐进式创新产品(INP)相匹配对新产品评价的影响。
英文摘要：	With the development of Internet technology and continuous innovation and change, all aspects of modern human life have been greatly affected and changed. The Internet of shopping has spawned the birth of e-commerce, which is a brand new commodity transaction mode. Most of the pre-purchase information received by consumers comes from online, and the product information and product appearance are digital information. Studies have shown that in the digital virtual environment of e- commerce, the display interface of products can greatly affect consumers' evaluation of products and purchase tendency. With the continuous innovation of technology, on the basis of the traditional 2D display way, Three-dimensional display technology has been produced. At present, some e-commerce platforms have made preliminary practice, which use 3D and AR technology for display in the meantime. However, it is still in the process of exploring in which aspects 3D product display and AR product display can bring higher consumer value. In the online shopping platform, the launch of innovative products is an important measure for product update and iteration. Based on this, this paper focuses on the product category of new products presented by different technologies. According to the degree of innovation, new products can be divided into really new products and incrementally new products. What this paper explores is whether there are differences in the evaluation and adoption intentions of new products when 3D technology or AR technology is used for display. At the same time this paper will explore the theoretical mechanism behind it. Based on the theory of mental simulation, this study starts from the current frontier AR and 3D product display, thinking about the differences between the two technologies in product display. This paper puts the perspective on the product category of new products, and divides new products into really new products and incrementally new products according to the degree of innovation. We interact the product display way with the innovative product type, and explore the theoretical model of the influence of the matching between the two on the evaluation of new products. Then we use the experimental method to make an empirical study of it. First, this paper discusses the interaction between AR and 3D product display modes and innovative product types, whether they can improve consumers' evaluation of innovative products, and discusses and studies the internal mechanism of this process based on mental simulation theory. Secondly, this paper also studies the mediating effect of mental simulation on consumers' evaluation of new products. Thirdly, this paper explores the parallel mediating effect of different mental simulation types( Mental simulation based on memory vs. Mental simulation based on imagination) on the interaction between product display modes and innovative product types. After data collection and analysis through the experimental method, SPSS data analysis software was used to conduct descriptive statistics, one-way analysis of variance and regression analysis to verify the relationship between different variables in the model. Finally, through the research data, the research conclusions are drawn to provide corresponding scientific guidance and practical suggestions for e-commerce platforms and merchants to display innovative products. Three experiments are designed in this paper. Data analysis shows that: (1) Matching product display mode with innovative product type can improve consumers' evaluation on new products. When 3D product display is matched with Really New Products (RNP) and AR product display is matched with Incrementally New Products (INP), the evaluation of new products can be enhanced. (2) Mental simulation plays a mediating role in the influence of the matching of product display mode and innovative product type on the evaluation of new products; (3) Mental simulation based on imagination mediates the effect of matching 3D product display and Really New Product (RNP) on new product evaluation; Memory-based mental simulation mediates the influence of AR product presentation and Incrementally New Product (INP) matching on new product evaluation.
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