In addition to explicit informational cues, hotel managers can persuade consumers using subtle visual cues that convey symbolic meanings. This study examines the interaction effects of the vertical visual perspective (low-level vs. eye-level) in hotel cover photos and hotel type (higher-end vs. lower-end) on consumers’ click-through intention on the search results page of OTAs, the underlying mechanism, and the moderating effect of consumers’ power distance beliefs (PDB) based on conceptual metaphor theory. Using a mixed-methods approach, this study tested the proposed model through three scenario-based between-subject experiments and verified it with a large-scale experiment. The findings reveal a metaphoric compensatory effect: a low-level perspective is effective in increasing click-through intention for lower-end hotels, while an eye-level perspective is effective for higher-end hotels, with positive emotions mediating this effect. Notably, this effect holds for consumers with high PDB but not for those with low PDB. This study has theoretical and practical implications.

中文翻译：

---

点击太多还是不够？研究垂直视觉视角如何以及何时影响消费者的点击意图


除了明确的信息提示外，酒店经理还可以使用传达象征意义的微妙视觉提示来说服消费者。本研究探讨了酒店封面照片中的垂直视觉视角（低水平与眼睛水平）和酒店类型（高端与低端）对消费者在搜索结果页面上的点击意图的交互影响基于概念隐喻理论的OTA的概念、潜在机制以及消费者权力距离信念（PDB）的调节作用。本研究采用混合方法，通过三个基于场景的受试者间实验测试了所提出的模型，并通过大规模实验进行了验证。研究结果揭示了一种隐喻性的补偿效应：低层次视角可以有效提高低端酒店的点击意愿，而平视视角对于高端酒店则有效，积极情绪可以调节这种效应。值得注意的是，这种效应适用于 PDB 高的消费者，但不适用于 PDB 低的消费者。这项研究具有理论和实践意义。