Aesthetic quality of product display images on fresh e-commerce platforms Research on the Impact of Consumer Trust
DOI:
https://doi.org/10.62051/2pftz611Keywords:
Fresh food e-commerce; Aesthetic quality of images; Perceived value; Perceived risk; Consumer trust; Product involvement.Abstract
The competition in the fresh e-commerce market is becoming increasingly fierce, and merchants are using carefully designed and beautified images for promotional displays. Although this practice attracts consumers and increases sales, improper use is suspected of false advertising and can easily trigger a crisis of consumer trust. This approach not only causes inconvenience to consumers, but also has a negative impact on industry operations and reputation. Based on this, this study starts from the perspective of fresh e-commerce display images, investigates the impact mechanism of aesthetic quality on consumers' perceived value and perceived risk, and ultimately how it affects consumer trust. On this basis, the moderating variable of product involvement was introduced to verify its boundary effect between the aesthetic quality of fresh e-commerce display graphics and consumer trust. On the one hand, this article can enrich the research theories related to product images and visual marketing on e-commerce web pages; On the other hand, it also provides scientific practical advice and guidance value for fresh food e-commerce enterprises on how to correctly choose and handle product images, ensuring the success of fresh product e-commerce.
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