Wang Tsai-Chiao, Tang Ta-Wei, Tsai Chia-Liang
Institute of Physical Education, Health and Leisure Studies, College of Management, National Cheng Kung University, Tainan City, Taiwan.
Department of Leisure and Recreation Management, College of Management, Asia University, Taichung City, Taiwan.
Front Psychol. 2022 May 19;13:855089. doi: 10.3389/fpsyg.2022.855089. eCollection 2022.
Mental health benefits (i.e., relaxing and relieving pressure) can influence consumers' consumption decisions. However, there is still no clear understanding of the impact of mental health benefits on visual attention, behavioral intention, and choice behavior. Study 1 was thus aimed at exploring the visual attention and behavioral intention of older consumers with respect to exercise consumption. A sample of 186 older consumers was investigated. An eye-tracking analysis was used to evaluate the visual attention of participants observing health promotion messages, and questionnaires were used to assess the behavioral intention of the older consumers under consideration in this work. The findings confirmed that marketing pictures combining natural sportscapes with prevention focus messages (i.e., conveying information to consumers that it is safe and not easy to be injured when engaging in yoga activities in natural settings) can best capture older consumers' visual attention (e.g., fixation numbers and fixation times) and behavioral intentions. In Study 2, 75 participants were recruited. It was found that marketing pictures combining natural sportscapes with prevention focus messages were selected more by the participants, with health communication images successfully attracting them to choose the sports program products being presented. The findings of the two studies suggested that marketing pictures can effectively stimulate consumers' visual attention and has effects on their behavioral intention and choices toward exercising in a safe, natural environment.
心理健康益处（即放松和缓解压力）会影响消费者的消费决策。然而，对于心理健康益处对视觉注意力、行为意图和选择行为的影响，目前仍缺乏清晰的认识。因此，研究1旨在探究老年消费者在运动消费方面的视觉注意力和行为意图。对186名老年消费者进行了抽样调查。采用眼动追踪分析来评估参与者观察健康促进信息时的视觉注意力，并使用问卷来评估本研究中老年消费者的行为意图。研究结果证实，将自然运动场景与预防重点信息相结合的营销图片（即向消费者传达在自然环境中进行瑜伽活动时安全且不易受伤的信息）能够最佳地吸引老年消费者的视觉注意力（如注视次数和注视时间）以及行为意图。在研究2中，招募了75名参与者。结果发现，参与者更倾向于选择将自然运动场景与预防重点信息相结合的营销图片，健康宣传图片成功吸引他们选择所展示的运动项目产品。两项研究的结果表明，营销图片能够有效激发消费者的视觉注意力，并对他们在安全自然环境中进行锻炼的行为意图和选择产生影响。
