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当前位置：科学发展研究 > 2023年 3卷 (1)期

Open Access Article

Scientific Development Research . 2023; 3: (1) ; 9-27 ; DOI: 10.12208/j.sdr.20230002.

A study on the relationship between the attractiveness of art two-dimensionalcode marketing and consumers' perceived experience
艺术二维码营销吸引力与消费者感知体验的关系研究

作者： 蔡莉 *, 张奇, 杨昊晨, 臧秦

江苏大学管理学院江苏镇江

*通讯作者：蔡莉,单位：江苏大学管理学院江苏镇江；

江苏省教育厅建设成果（SJSZ2020-20）江苏大学研究成果（21c238）

发布时间: 2023-09-30 总浏览量: 624

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摘要

企业利用视觉与认知的辩证关系展开独特设计风格和内容的艺术二维码营销（艺术QR营销），不仅传递企业信息和情感，更能吸引消费者的注意力。本研究通过视觉热力技术与决策移窗技术剖析了艺术二维码视觉吸引力和消费者感知体验之间的关联关系，包含层次分析法对视觉吸引力要素进行验证，再通过结构方程模型对二者关系的探索。研究表明：感知风险性是艺术QR视觉吸引力与消费者感知体验的保障，感知有用性是其关系的基础，而感知艺术性是二者关系的核心，个人习惯是二者关系的随机扰动项，艺术QR视觉吸引力对消费者的感知体验的确存在显著影响。

关键词： 视觉热力技术；决策移窗技术；眼动技术；艺术二维码；感知体验；二维码营销；企业社会责任

Abstract

Enterprises make use of the dialectical relationship between vision and cognition to develop artistic QR code marketing (artistic QR marketing) with unique design style and content, which not only conveys corporate information and emotion, but also attracts consumers' attention. This study analyses the correlation between the visual attractiveness of art QR codes and consumers' perceived experience through the visual heat technology and the decision-making sliding window technology, includes the hierarchical analysis method to verify the elements of visual attractiveness, and then explores the relationship between the two through structural equation modelling. The study shows that: perceived riskiness is the guarantee of art QR visual attractiveness and consumers' perceived experience, perceived usefulness is the basis of their relationship, while perceived artistry is the core of the relationship, and personal habit is the random perturbation term of the relationship, and there is indeed a significant impact of art QR visual attractiveness on consumers' perceived experience.

Key words： Visual Heat Technology; Decision Shifting Window Technology; Eye Movement Technology; Artistic QR Code; Perceived Experience; QR Code Marketing; CSR

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引用本文

蔡莉, 张奇, 杨昊晨, 臧秦, 艺术二维码营销吸引力与消费者感知体验的关系研究[J]. 科学发展研究, 2023; 3: (1) : 9-27.

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