当前，随着电子商务竞争的日趋激烈，在线网店开始转向注重产品的视觉设计来吸引消费者的注意力。近年来，生鲜网店的图片装饰线索变得越来越普遍，图片装饰线索让消费者能够体验到购物的乐趣和视觉上的美观，从而解决了消费者因无法接触真实产品所带来的购买问题。之前的理论研究大都注重网店的设计风格、网店总体色彩使用和产品图片的效果，而针对产品图片的设计线索并没有在管理信息系统和电商领域引起学者们的足够注意。产品图片就是对产品的一种展示，是对产品文字描述的补充，不仅能够显示产品的全貌，更能让顾客看到产品的每一个细节、做工以及产品的质感，从而让顾客感受到产品的价值，因此高品质的产品图片设计就显得尤为重要。为此，作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。通过研究分析，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。
本书的特色在于首次将媒体丰富理论（Media Richness Theory）和视觉修辞理论（Visual Rhetoric Theory）扩展到电子商务领域，丰富了管理信息系统（MIS）文献，为从事相关研究提供了一种新的思路和路径。本书的相关结论在人机交互（HCI）、网店的界面设计、在线产品推广、在线广告等领域都能产生重要影响。
本书的出版获得了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）的资助。
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 Consumers Attitude towards Online Grocery Shopping
2.7 Consumers 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
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