Seeing is owning: the impact of online maker selection on consumer behavioral responses and its underlying mechanism

Research objective: This study mainly investigates how the setting of online maker selection sets by merchants affects consumers' purchasing decisions and post purchase reactions. Data content: This data mainly includes four data files. Study 1 validated the main effect (H1); Study 2 verified that online selection of makers can evoke psychological imagery during the production process; Study 3 confirmed the mediation effect (H2). Study 4 validated the moderation effect (H3). The process of generating the dataset: This study conducted a psychological experiment through the Credamo platform, recruited participants, and randomly divided them to complete the psychological experiment. Data processing methods: SPSS software is mainly used for data analysis, and statistical methods such as analysis of variance and Bootstrap analysis are used.