مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

تحلیل نقش سبک‌های تصویرسازی در کاهش ابهام ادراکی در خرید محصولات پیچیده

نوع مقاله : مقاله علمی-پژوهشی

نویسنده
کارشناسی ارشد تصویرسازی، دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران.
چکیده
در بازارهای امروز، محصولات پیچیده بهدلیل برخورداری از ویژگیهای فنی متعدد، ابعاد کارکردی متنوع و روابط پنهان میان اجزا، ادراک مصرفکننده را با ابهام روبهرو میسازند. این ابهام ادراکی بهصورت تردید در ارزیابی ویژگیها، سردرگمی میان گزینهها و کاهش اعتماد به قضاوت خرید ظاهر میشود و در نهایت، قصد خرید و رفتار مصرفی را تحت تأثیر قرار میدهد. پژوهش حاضر با هدف تحلیل نقش سبکهای مختلف تصویرسازی محصول در کاهش ابهام ادراکی مصرفکنندگان در فرایند خرید محصولات پیچیده انجام شده است. رویکرد پژوهش، کمّی و مبتنی بر طرح آزمایشی بینگروهی است. جامعه آماری شامل مصرفکنندگان محصولات پیچیده در حوزه لوازم الکترونیکی هوشمند، تجهیزات پزشکی خانگی و لوازم خانگی هوشمند است که از طریق نمونهگیری در دسترس، ۳۲۰ نفر در پنج گروه آزمایشی مورد بررسی قرار گرفتند. گروهها بهترتیب با پنج سبک تصویرسازی شامل تصویر ایستای دوبعدی، اینفوگرافیک، مدل سهبعدی قابل چرخش، واقعیت افزوده و واقعیت مجازی مواجه شدند و سپس پرسشنامههای ساختاریافته تکمیل کردند. دادهها با استفاده از تحلیل واریانس یکراهه، آزمون تعقیبی توکی و مدلسازی معادلات ساختاری تحلیل شدند. یافتهها نشان داد که بین پنج سبک تصویرسازی از نظر ابهام ادراکی، بار شناختی، اعتماد ادراکی و قصد خرید تفاوت معناداری وجود دارد (p<0.001). سبکهای غوطهور واقعیت مجازی و واقعیت افزوده
بیشترین نقش را در کاهش ابهام ادراکی و افزایش اعتماد داشتند. همچنین پیچیدگی محصول رابطه میان سبک تصویرسازی و ابهام ادراکی را تعدیل میکند؛ بهگونهایکه در محصولات با پیچیدگی بالا، نقش سبکهای غوطهور پررنگتر است. نتایج پژوهش، پیامدهای نظری برای توسعه ادبیات ابهام ادراکی و تصویرسازی محصول و پیامدهای کاربردی برای طراحی تجربه خرید دیجیتال فراهم میکند.
کلیدواژه‌ها

عنوان مقاله English

Analyzing the Role of Illustration Styles in Reducing Perceived Ambiguity in Complex Product Purchases

نویسنده English

Alireza Abousaeidi
M.A. in Illustration, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
چکیده English

In today’s markets, complex products often challenge consumer perception due to their numerous technical features, diverse functional dimensions, and the hidden relationships among their components. This perceptual ambiguity manifests as uncertainty in evaluating product attributes, confusion among available alternatives, and reduced confidence in purchase judgments, ultimately influencing purchase intention and consumer behavior. The present study aims to analyze the role of different product illustration styles in reducing consumers’ perceptual ambiguity during the purchasing process of complex products. The research adopts a quantitative approach based on a between-subjects experimental design. The statistical population consisted of consumers of complex products in the domains of smart electronic devices, home medical equipment, and smart household appliances. Using convenience sampling, 320 participants were assigned to five experimental groups. Each group was exposed to one of five illustration styles: static two-dimensional images, infographics, interactive rotatable three-dimensional models, augmented reality (AR), and virtual reality (VR). Participants subsequently completed structured questionnaires. Data were analyzed using one-way analysis of variance (ANOVA), Tukey’s post hoc test, and structural equation modeling (SEM). The findings revealed significant differences among the five illustration styles in terms of perceptual ambiguity, cognitive load, perceptual trust, and purchase intention (p < 0.001). Immersive illustration styles, particularly virtual reality and augmented reality, demonstrated the strongest effects in reducing perceptual ambiguity and enhancing consumer trust. Furthermore, product complexity moderated the relationship between illustration style and perceptual ambiguity, such that immersive styles became increasingly effective as product complexity increased. The results contribute theoretically to the literature on perceptual ambiguity and product visualization while offering practical implications for the design of digital shopping experiences.

کلیدواژه‌ها English

Illustration styles
perceived ambiguity
complex products
consumer behavior
visual communication
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