内嵌文本型产品图片对购买意愿的双路径作用机制
Dual-Pathway Mechanism of Embedded-Text Product Images on Purchase Intention
摘要: 本文基于启发式–系统化模型，探讨了电商平台中的内嵌文本型产品图片如何通过双路径信息处理机制影响消费者的购买意愿。采用2 (文字嵌入：有与无) × 2 (产品类型：搜索型与体验型)的被试间实验设计，研究发现文字嵌入：在启发式路径下，通过降低加工流畅性抑制购买；在系统化路径下，通过提升感知诊断性促进购买；且上述效应受产品类型和认知需求调节。本文丰富了电商领域的消费者意图研究，并为产品图片设计提供了新见解。
Abstract: Grounded in the Heuristic-Systematic Model (HSM), this study investigates how embedded-text product images on e-commerce platforms influence consumers’ purchase intention through a dual-pathway information processing mechanism. Employing a 2 (text embedment: present vs. absent) × 2 (product type: search vs. experience) between-subjects experimental design, the findings reveal that: Under the heuristic pathway, text embedment inhibits purchase intention by reducing processing fluency; Under the systematic pathway, text embedment enhances purchase intention by increasing perceived diagnoticity; These effects are moderated by product type and need for cognition. This research enriches the literature on consumer intent in e-commerce and provides novel insights for product image design.
文章引用：薛伟平, 王文心, 刘君雨. 内嵌文本型产品图片对购买意愿的双路径作用机制[J]. 管理科学与工程, 2026, 15(1): 141-149. https://doi.org/10.12677/mse.2026.151014

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