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

doi:10.15936/j.cnki.1008-3758.2024.02.005

摘要/Abstract

摘要： 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。

关键词: 图片饱和度; 叙事传输; 电商助农; 信息框架; 身份类型

Abstract: 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.

Key words: image saturation; narrative transportation; e-commerce agricultural assistance; information framework; identity type

中图分类号:

F270

周延风，张莹，李天琪. 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[J]. 东北大学学报（社会科学版）, 2024, 26(2): 37-47.

ZHOU Yanfeng， ZHANG Ying， LI Tianqi. Effect of Image Saturation on the Willingness of E-commerce Agricultural Assistance and Its Mechanism: From the Perspective of Narrative Transportation Theory[J]. Journal of Northeastern University(Social Science), 2024, 26(2): 37-47.

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