摘要：本文探讨了产品使用痕迹与产品类型对购买意愿的交互效应和影响机制。通过实验1和实验2,发现对于实用品，有使用痕迹的产品广告能引发感知有效性进而提高购买意愿；而对于象征品，无使用痕迹的产品广告则能够通过降低感知自我形象威胁进而提高购买意愿。实验3针对实用品进一步检验了不同程度的使用痕迹的影响差异。结果表明，当使用痕迹严重到会影响消费者关于产品的质量判断时，原有效应会发生逆转，即使用痕迹会导致购买意愿的显著下降。本文的研究结论不仅拓展了广告和产品展示相关理论研究，同时也为品牌和营销人员如何选择或设计合适的产品展示方式提供了指导性建议。

Abstract: This paper explores the interactive effect, influencing mechanism and boundary conditions of product use traces and product types on purchase intention. Through experiments 1 and 2, it is found that for practical products, product advertisements with use traces can induce perceived effectiveness and thus increase purchase intention; while for symbolic products, product advertisements without use traces can increase purchase intention by reducing perceived self-image threat. Experiment 3 examines the moderating effect of the degree of use traces on practical products. The results show that displaying products with slight use traces can promote consumption intention; on the contrary, displaying products with severe use traces will lead to a significant decrease in purchase intention. The research conclusions of this paper not only expand the theoretical research on advertising and product display, but also provide guidance for brands and marketers on how to choose or design appropriate product display methods.