ELM两路径下的电商营销信息传达设计研究

发布时间：2018-04-24 06:57

  本文选题：电商营销 + 信息传达　； 参考：《包装工程》2017年02期

【摘要】：目的研究ELM理论中态度改变的两条基本路径对电子商务网站营销信息传达设计的不同作用和影响。方法借助ELM相关理论,将消费者网上购物的过程转化为被说服的过程,分析消费者参与电商营销活动时ELM理论中两条路径对消费者决策的影响。结论基于消费者决策的3个阶段,根据ELM理论中的两条基本路径提出了电商营销信息传达的三大设计策略,即边缘线索的情境化设计,中心线索的图像化设计以及两条路径中品牌理念的植入。基于消费者态度改变所处的不同路径向目标用户传达具有针对性的信息,以此改变消费者的购买决策态度,并与消费者建立起持久稳定的关系。
[Abstract]:Objective to study the different effects and effects of two basic ways of attitude change in ELM theory on the design of marketing information for e-commerce websites. Methods with the help of ELM theory, the process of consumer online shopping was transformed into the process of persuasion, and the influence of two paths in ELM theory on consumer decision-making was analyzed when consumers participated in e-commerce marketing activities. Conclusion based on the three stages of consumer decision, according to the two basic paths in ELM theory, the paper puts forward three design strategies for the communication of e-commerce marketing information, that is, situational design of edge cues. The image design of the central clue and the implantation of the brand idea in the two paths. Based on the different paths of consumer attitude change, this paper conveys targeted information to target users, which changes consumers' purchase decision attitude and establishes a lasting and stable relationship with consumers.
【作者单位】： 湖南大学;
【分类号】：F274;F713.36;TP393.092
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本文编号：1795607