ABSTRACT During the product search phase in online retail, consumers typically review product overviews, where they must decide whether to further investigate a product from the assortment and which products to assess. These product overviews are in practice frequently inconsistent in their image characteristics, that is, in terms of their product background (on white background vs. with contextual background) and/or product orientation (differing presentation angles of the products). Four studies in an e-commerce setting establish the negative effect of inconsistent product presentation in product overviews on assortment evaluations and choice satisfaction, a result of decreased fluency. In contrast, the present investigation also offers initial evidence refuting the idea that inconsistency in presentation of single products increases their choice for closer inspection through increased salience. This implies that online retailers should present their product assortments within each category as consistently as possible, specifically in terms of product background, as the negative effect of background inconsistency is larger (–6 percent to –19 percent) than of product orientation inconsistency (–3 percent to –6 percent). Further, we establish consistency as another antecedent of fluency.

中文翻译：

---

在线产品搜索过程中产品图像不一致对产品概述的负面影响

摘要在在线零售的产品搜索阶段，消费者通常会查看产品概述，他们必须在此决定是否进一步调查分类中的产品以及评估哪些产品。这些产品概述在实践中经常在其图像特征方面不一致，即在其产品背景（白色背景与上下文背景）和/或产品方向（产品的不同展示角度）方面不一致。电子商务环境中的四项研究确定了产品概述中不一致的产品展示对分类评估和选择满意度的负面影响，这是流畅性降低的结果。相比之下，目前的调查还提供了初步证据，驳斥了这样一种观点，即单一产品的展示不一致会增加他们通过增加显着性来进行更仔细检查的选择。这意味着在线零售商应尽可能一致地展示每个类别中的产品分类，特别是在产品背景方面，因为背景不一致的负面影响（–6% 至 –19%）大于产品定位不一致的负面影响（– 3% 到 –6%）。此外，我们将一致性作为流畅性的另一个前提。因为背景不一致的负面影响（–6% 到–19%）比产品定位不一致（–3% 到–6%）的负面影响更大。此外，我们将一致性作为流畅性的另一个前提。因为背景不一致的负面影响（–6% 到–19%）比产品定位不一致（–3% 到–6%）的负面影响更大。此外，我们将一致性作为流畅性的另一个前提。