中文摘要：

基于认知加工模式理论探究了产品呈现方式（动态vs静态）对消费者产品评价的影响。研究发现,当产品为搜索品时,相对于动态呈现,静态呈现更能提升消费者的评价;当产品为体验品时,相对于静态呈现,动态呈现更能提升消费者的评价。认知加工模式（关系加工和单项加工）是产品呈现方式（动态vs静态）对消费者产品评价影响的中介机制：即,关系加工是动态呈现方式影响消费者对体验品产品评价的中介,单项加工是静态呈现方式影响消费者对搜索品产品评价的中介。本研究结论是对在线购物情境下消费者购买行为理论的有益补充,也是对认知加工理论在技术进步和网络经济社会下的发展和延伸,在实践上将为企业在线产品信息如何有效呈现提供直接指导。

英文摘要：

Based on 3 studies, the authors examined the role of product（dynamic and static） presentation and product type in consumer＇s product evaluation. Study 1 and Study 2 found that compared to dynamic presentation, static presentation reports higher scores in consumer ＇s evaluation under search product; and to static presentation, dynamic presentation reports higher scores in consumer＇s evaluation under experience product ; In study 3,the authors found that relational processing has a mediation effect between dynamic presentation and consumer＇s evaluation; item-specific processing has a mediation effect between static presentation and consumer＇s evaluation.