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- W4385525088 abstract "Purpose Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level. Design/methodology/approach This study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis. Findings (1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention. Research limitations/implications This study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios. Practical implications According to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation. Social implications This study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency. Originality/value This study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging." @default.
- W4385525088 created "2023-08-04" @default.
- W4385525088 creator A5081921884 @default.
- W4385525088 date "2023-07-24" @default.
- W4385525088 modified "2023-09-23" @default.
- W4385525088 title "Effect of visual crowding in packaging on consumers' buying intention" @default.
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- W4385525088 doi "https://doi.org/10.1108/apjml-12-2022-1075" @default.
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