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

doi:10.15936/j.cnki.1008-3758.2024.02.005

Abstract

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

CLC Number:

F270

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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