选取淘宝网和天猫网上图例作为研究对象研究。结果发现:在众多电子商务商品页面中的图文描述中的情景线索中,通过开放式编码和范畴提取,得到15个最重要的情景线索,其中限时、限量、绿色、黄色、质量为消费者购物时较为看重的情景线索。最后,此文对所得结果进行讨论并指出未来的研究方向。 Select Taobao and Lynx online legend as a research object. The results showed that among the clues of pictorial description in many e-commerce product pages, the 15 most important episodic clues were obtained through open-source encoding and category extraction. Among them, the time limit, limited quantity, green color and yellow color were the consumers Shopping is more valued scenario clues. Finally, the article discusses the results and points out the future research direction.