| dc.description.abstract | Food online shopping has facilitated our life. We no longer need to spend time going out to find all kinds of specialty dishes. However, you can only browse the photos and information on the Internet to decide whether to buy. If the photography of food doesn′t look attractive, it will reduce consumers′ desire to purchase. Therefore, online store operators will do their best to make an appealing photo to increase product sales, using filming angles, background colors, and tableware to attract consumers to purchase.
This study explores the hue (warm tone/ cold tone/ achromatic color), camera angle (horizontal view angle/ high angle/ overlook view angle), mealtimes (meals/ snacks), wording description (positive/ negative), fillings exposure (visible/not visible), influence on consumer product attitude. research shows:
1. The plate color and the filming angle have an interaction effect on consumers′ product attitude.
2. The plate color and the filming angle have an interaction effect on consumers′ greasy feelings.
3. The plate color and the filming angle have an interaction effect on consumers′ purchasing intention.
4. The plate color, the filming angle, and food neophobia have a three-way interaction effect on consumers′ greasy feelings.
5. The plate color, the filming angle, and food neophobia have a three-way interaction effect on consumers′ purchasing intention.
6. Background color and the texture of the soup have an interaction effect on consumers′ greasy feelings.
7. Visibility of fillings and dispositional self-control have an interaction effect on consumers′ product attitude.
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8. Visibility of fillings and dispositional self-control have an interaction effect on consumers′ greasy feelings.
9. Visibility of fillings and dispositional self-control have an interaction effect on consumers′ purchasing intention.
10. Visibility of fillings, attribute framing, and self-control have a three-way interaction effect on consumers′ product attitude.
11. Visibility of fillings, attribute framing, and self-control have a three-way interaction effect on consumers′ purchasing intention. | en_US |