Brand and Product Presentation in Voice Shopping: Investigating the Effects of Message-Design Adaptations
研究了语音购物中听觉产品描述的意象水平和属性数量如何影响消费者的品牌态度、购买意愿和实际购买，对营销人员和语音购物平台设计者有参考价值。
Voice shopping is on the rise. However, with the absence of visual stimuli, consumers face difficulties in processing brand and product information during the shopping process. Drawing on the load theory of attention and the literature on imagery and information processing, the authors conducted two studies to examine how the level of imagery in auditory product descriptions and the number of product attributes shape consumer responses. The results indicate that high-imagery descriptions increase brand stimulation, which in turn improves brand attitude, purchase intention, and actual product purchase. Additionally, the imagery level of an auditory product description positively influences brand recall directly. These results provide new insights into how auditory message design shapes consumer evaluation and decision-making in voice-based shopping contexts.