| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 102 === E-commerce has been strictly related to our daily lives nowadays due to the development and application of logistics. However, most research in the field of online environment concerned the aesthetic and link on webpage. Recent theory of processing fluency shows that when consumer process the symbolic meaning of different digital content, the congruence will affect either people how to process the message from objects or attitude formation . Thus, this paper addresses the effect of congruence among symbolic meanings connoted by text and picture in the online environment. Therefore, an experiment was conducted and requiring participants evaluate on an online men clothing website which product picture and product description either matched or mismatched. The result shows that the picture-text congruence has positive influence on processing fluency and attitude formation. But the moderated mediate effect of need for cognition between congruence and attitude via processing fluency does not significant. These findings can be inferred that congruence of webpage content is an important of design principle which could impact consumer response. According, these dominant factors with the planning of marketing strategy to establish positive product attitude should be considerate attentively for online clothing vendors.
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