本研究欲探討化妝品產品在網購環境中的圖文一致性對消費者閱讀資訊流暢度與產品態度的影響,並加入消費者不同的認知需求程度為調節變項,探討在上述主效果中是否存在調節式中介效果。研究採實驗法進行,設計出以三張產品圖(奢華、中立、天然)與兩段產品敘述(奢華、天然)對閱讀資訊流暢度與產品態度之實驗。研究結果發現其圖文一致性產品的確會影響消費者閱讀資訊流暢度與產品態度,然而認知需求卻不會影響下列三種主效果之間的關係:圖文一致性對閱讀資訊流暢度、圖文一致性對產品態度、閱讀資訊流暢性對產品態度。但本研究之研究結果可以給予相關美妝產業之電子商務經營者在網站經營與擬定行銷策略時的參考,並促使相關領域之研究者未來研究之方向。
This study addresses effects of picture-text congruence of the cosmetic products in the online shopping environment on consumer processing fluency and product attitude, then add different levels of consumer need for cognition as moderate mediation. The research use experimental approach designed to mix three products visualizations (luxury, neutral and natural) and two product descriptions (luxury and natural) to affect processing fluency and product attitudes. The results of research illustrate that the picture-text congruence indeed affect consumer processing fluency and product attitude. But it will not affect the relationship between the need for cognition and the following three main effects: picture-text congruence to processing fluency, picture-text congruence to product attitude and processing fluency to product attitude. These findings of this study can provide beauty industry e-commerce operators to develop the website operations and marketing strategy, it also promote researchers in related fields a direction of future research.