ABSTRACT Online retailers work to optimize product presentations; this study relies on scene perception theory to predict that product images with spatial backgrounds lead to more favorable consumer responses than isolated product images, in which products appear to be floating in the air, because spatial backgrounds facilitate visual processing and aesthetic experiences. Three experiments test these predictions and reveal that consumers evaluate products more favorably, express higher purchase intentions, are willing to pay more, and are more likely to choose a product depicted on a spatial background, even when product characteristics were considered. This effect is robust to short and long exposure times and for durable and consumable products. It is mediated by processing fluency and aesthetic experience and moderated by two variables: shoppers’ purchase involvement and online experience. These findings challenge an established industry practice to use isolated images and suggest that retailers instead should depict products in scenes to facilitate consumers’ perceptions and enhance their own revenues. Moreover, this study highlights the importance of scene perception for efficient and effective information processing in online retailing.

中文翻译：

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场景销售：为什么空间背景优于在线孤立产品描述

摘要 在线零售商致力于优化产品展示；这项研究依赖于场景感知理论来预测具有空间背景的产品图像比孤立的产品图像会导致更有利的消费者反应，其中产品似乎漂浮在空中，因为空间背景有利于视觉处理和审美体验。三个实验对这些预测进行了检验，结果表明，即使考虑了产品特性，消费者对产品的评价更高，表达了更高的购买意愿，愿意支付更多，并且更有可能选择在空间背景下描绘的产品。这种效果对于短曝光时间和长曝光时间以及耐用和消耗品产品都具有很强的鲁棒性。它受加工流畅性和审美体验的调节，并受两个变量的调节：购物者的购买参与度和在线体验。这些发现挑战了使用孤立图像的既定行业惯例，并建议零售商应该在场景中描绘产品，以促进消费者的感知并增加他们自己的收入。此外，本研究强调了场景感知对于在线零售中高效和有效信息处理的重要性。