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. 2021 Jun 15:14:759-768.
doi: 10.2147/PRBM.S313742. eCollection 2021.

The Effect of Product Image Dynamism on Purchase Intention for Online Aquatic Product Shopping: An EEG Study

Jiefeng Wang  1 , Ailian Wang  2 , Lian Zhu  3 , Haohan Wang  1
Affiliations

The Effect of Product Image Dynamism on Purchase Intention for Online Aquatic Product Shopping: An EEG Study

Jiefeng Wang et al. Psychol Res Behav Manag. .

Abstract

Purpose: The normalization of epidemic prevention and control triggered a fierce scuffle in the e-commerce of fresh food, as well as for aquatic products online shopping. The main difficulty for consumers to buy fresh food online has always been information asymmetry. Previous study reported that the image is still the primary information source to address information asymmetry. Yet, few studies have focused on the image presentation of aquatic products in e-commerce. The current study aims to probe the effect of perceived movement of e-commerce pictures on purchase intention of aquatic products. Further, we examine how consumers' cognitive conflict and emotion occur when purchasing specific aquatic products with different image dynamism.

Methods: Twenty-eight subjects participated in an experiment with a 2-level product category (fresh vs frozen) × 2-level image dynamism (static vs dynamic) design. During the experiment, participants were asked to rate their purchase intention after they browse the experimental stimulus. We recorded subjects' electroencephalograms (EEGs) throughout the experiment.

Results: Behaviorally, participants' purchase intention for the dynamic image was significantly greater than that for the static image, regardless of aquatic product categories. At the neural level, we found that dynamic image produced less cognitive conflict and aroused consumers' positive feelings, which were reflected in decreased N2 amplitudes and latency as well as increased LPP (late positive potential) amplitude, respectively. This effect was enhanced for fresh aquatic products.

Conclusion: Although picture dynamism only increases perceived movement, it can still induce positive emotions toward the product and lead to a greater purchase intention. The current study emphasized the value of the neuroscience method in revealing consumer cognition and emotion duration product evaluation.

Keywords: ERPs; LPP; N2; aquatic product; image dynamism; purchase intention.

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Conflict of interest statement

All the authors declare that there are no conflicts of interest.

Figures

Figure 1
Figure 1
A single trial of the experimental procedure. Participants were instructed to report their purchase intention toward four kinds of aquatic products (fresh-static, fresh-dynamic, frozen-static and frozen-dynamic) on a 5-point scale. Electroencephalograms (EEGs) were recorded from the subjects throughout the experiment.
Figure 2
Figure 2
Behavioral results. Purchasing intention of four conditions (fresh-static, fresh-dynamic, frozen-static and frozen-dynamic).***p< 0.001.
Figure 3
Figure 3
N2 results. (A) Grand-averaged ERP waveforms at channel FCz for four conditions (fresh-static, fresh-dynamic, frozen-static and frozen-dynamic). Shaded areas indicate the time window of the N2 (220–320 ms) used for statistical analysis. (B) The N2 latency comparison among four conditions.*p< 0.05.
Figure 4
Figure 4
LPP results. (A) Grand-averaged ERP waveforms at channel CPz for four conditions (fresh-static, fresh-dynamic, frozen-static and frozen-dynamic). Shaded areas indicate the time window of the LPP (520–620 ms) used for statistical analysis. (B) The LPP latency comparison between static and dynamic product conditions. **p< 0.01.
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