{"title":"How visual novelty affects consumer purchase intention: The moderating effects of self-construal and product type","authors":"Zhu Zhenzhong, Li Xiaojun, Liu Fu, Haipeng Chen","doi":"10.3724/sp.j.1041.2020.01352","DOIUrl":null,"url":null,"abstract":"recruit 302 participants for this study. The results provide support for the moderating effect of product type. Specifically, we find that, regardless of self-construal, all consumers prefer a utilitarian product with lower appearance novelty, but prefer a hedonic product with higher appearance novelty. In addition, these effects are mediated by consumer needs for uniqueness and perceptions of social risks. In summary, the results of three studies provide convergent evidence for an interaction between self-construal and product visual novelty on consumers' purchase intention, the moderating effect of product type, and the underlying mechanism due to consumer needs for uniqueness and social risk perceptions.","PeriodicalId":36627,"journal":{"name":"心理学报","volume":" ","pages":""},"PeriodicalIF":1.3000,"publicationDate":"2020-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"心理学报","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.3724/sp.j.1041.2020.01352","RegionNum":4,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"PSYCHOLOGY, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 3
Abstract
recruit 302 participants for this study. The results provide support for the moderating effect of product type. Specifically, we find that, regardless of self-construal, all consumers prefer a utilitarian product with lower appearance novelty, but prefer a hedonic product with higher appearance novelty. In addition, these effects are mediated by consumer needs for uniqueness and perceptions of social risks. In summary, the results of three studies provide convergent evidence for an interaction between self-construal and product visual novelty on consumers' purchase intention, the moderating effect of product type, and the underlying mechanism due to consumer needs for uniqueness and social risk perceptions.
期刊介绍：
Acta Psychologica Sinica (ISSN 0439-755X) is a scholarly journal sponsored by the Chinese Psychological Society and the Institute of Psychology, Chinese Academy of Sciences, and published monthly by the Science Press.
Acta Psychologica Sinica has been included in many important national and international indexing systems such as SCOPUS (Elsevier), ESCI (Web of Science), PsycINFO (APA), CSCD. It is the flagship journal of the Chinese Psychological Society that publishes peer-reviewed original empirical studies and theoretical articles spanning the entire spectrum of scientific psychology.
Acta Psychologica Sinica publishes high-quality research that investigates the fundamental mechanisms of mind and behavior and aims to deliver scientific knowledge to enhance our understanding of culture and society. It welcomes submissions of manuscripts reporting research that is up-to-date, scientifically excellent, and of broad interest and significance.
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