The Effects of Moving Animation on Recall, Hedonic and Utilitarian Perceptions, and Attitude
通过实验室实验，研究了动态动画对消费者产品回忆、享乐和实用价值感知及态度的影响，发现动画能提升享乐型产品的回忆和态度，但对实用型产品效果不显著。
An increasing number of firms are investing in moving animation to create more vivid and attractive Web sites. Animated contents are usually invisible to search engines or Web spiders, involve lengthier download time, and are inaccessible to less technology-savvy users who are not equipped with the necessary software or browser plug-ins or users who are wary of malicious Internet downloads. The development costs of animated Web sites are considerably higher too compared with static Web sites. Do the benefits provided by animation justify all of these potential weaknesses? We answer this question by studying the effects of moving animation on consumer responses toward a product. Using an exploratory laboratory experiment, we found that moving animation enhances product recall, perceived product values in terms of the hedonic and utilitarian dimensions, and attitude toward products that are high on the hedonic dimension. It does not, however, enhance consumer attitude toward products that are more ldquoutilitarianrdquo in nature. We draw related managerial implications from these findings.