Chapter 1 General Introduction
1.1 Introduction
1.2 Research Background
1.2.1 Grocery Shopping
1.2.2 Online Grocery Shopping
1.2.3 Online Grocery Market
1.3 The Necessity of Research
1.4 Research Objective
1.5 Research Question
1.6 Research Methodology
1.7 Research Contributions
1.8 Research Outline
Chapter 2 Literature Review
2.1 Photo Decoration Cues
2.2 Media Richness Theory
2.3 Visual Design Artifacts
2.4 Visual Rhetoric Theory
2.4.1 Inventory
2.4.2 Manner
2.4.3 Arrangement
2.5 Conceptualization of Photo Decoration Cues
2.6 Consumer’s Attitude towards Online Grocery Shopping
2.7 Consumer’s Attitudes towards Product and Grocery Store
2.8 Summary
Chapter 3 Hypotheses Development and Research Model
3.1 Hypotheses Development
3.1.1 Effects of Photo Decoration Cues on Visual Appeal
3.1.2 Effects of Photo Decoration Cues on Shopping Enjoyment
3.1.3 Affective Responses: Attitudes towards Product and Grocery Store
3.1.4 Consumers’ Purchase Intention
3.2 Research Model
Chapter 4 Research Methodology
4.1 Experiment Design
4.1.1 Laboratory Experiment
4.1.2 Stimuli
4.2 Measurement items
4.2.1 Instrument Design
4.2.2 Dependent Variables
4.2.3 Control Variables
4.2.4 Likert Scale
4.2.5 Questionnaire Design
4.3 Experiment Procedure
4.4.1 Pretest One
4.3.2 Pretest Two
4.3.3 Main Experiment
Chapter 5 Data Analysis and Results
5.1 Primary Analysis
5.1.1 Demographics of Participants
5.1.2 Descriptive Statistics x
5.1.3 Control and Manipulation Checks
5.2 Step One: ANOVA Test for Variation of Three Photo Decoration Cues
5.2.1 Effects on Visual Appeal
5.2.2 Effects on Shopping Enjoyment
5.3 Measurement Model
5.3.1 Exploratory Factor Analysis
5.3.2 Confirmatory Factor Analysis
5.3.3 Reliability Analysis
5.3.4 Validity Analysis
5.3.5 EFA Results
5.3.6 CFA Results
5.4 Structural Model
5.4.1 Structural Equation Modeling
5.4.2 Partial Least Squares (PLS)
5.4.3 Step Two: PLS Test for Effective Responses towards Attitudes and Behavior
Chapter 6 Conclusion
6.1 Overall Conclusion
6.2 Contribution
6.2.1 Contribution to Academics
6.2.2 Contribution to Practices
6.3 Limitations and Future Research
REFERENCES
APPENDIX A
APPENDIX B
APPENDIX C
APPENDIX D
APPENDIX E
APPENDIX F
APPENDIX G
APPENDIX H

周峰、黄仕晖、张长峰、丁光亮著的《图片装饰线索对消费者的影响/墨香财经学术文库》是山东省科技厅重点研发计划项目“海上粮仓与一带一路海陆冷链对接工程关键技术研发与应用”（项目编号2016GGH 4526）的阶段性成果。编者在占有大量文献的基础上，提炼出三种图片装饰线索：产品反射效果、对比色的使用和互补食材的布局设计，通过构建模型，提出研究假设，收集大量样本数据。研究结果表明，图片装饰线索能对消费者的情感感知、购买态度和行为意图产生积极影响，同时又验证了媒体线索的信息传递能力能够吸引消费者对所购产品的关注。