广告诉求与购买意愿:产品类型、产品涉入的交互作用

发布时间：2018-07-04 14:48

本文选题：广告诉求 + 产品类型　；参考：《中国流通经济》2015年11期

【摘要】：近年来有关广告诉求有效性的研究较多,但关于理性诉求和感性诉求哪一个更能导致积极的购买行为并无统一定论,且对各种广告诉求方式的适用条件也缺乏深入探讨。文章以我国某所大学的年轻消费群体为研究对象,通过实验设计与问卷测量实证研究不同广告诉求与消费者购买意愿之间的关系,并检验不同产品类型和产品涉入程度在以上关系中所起的交互作用。研究发现,不同广告诉求方式对消费者购买意愿具有显著的差异化影响,且广告理性诉求通常情况下会比感性诉求效果更佳。产品类型对广告诉求与消费者购买意愿关系的影响取决于消费者产品涉入程度,当消费者购买实用型产品且产品涉入程度较高时,广告理性诉求会比感性诉求更容易提高消费者购买意愿,且广告理性诉求与消费者购买意愿之间的关系得到强化;而当消费者购买享乐型产品且产品涉入程度较低时,广告感性诉求会比理性诉求更容易提高消费者购买意愿,且广告感性诉求与消费者购买意愿之间的关系得到进一步强化。
[Abstract]:In recent years, there are many researches on the effectiveness of advertising appeal, but there is no unified conclusion on which rational appeal or perceptual appeal can lead to positive purchase behavior, and there is also a lack of in-depth discussion on the applicable conditions of various advertising appeal ways. Taking the young consumer group of a university in China as the research object, this paper empirically studies the relationship between different advertising demands and consumers' purchase intention through experimental design and questionnaire measurement. The interaction between different product types and the degree of product involvement in the above relationships was examined. It is found that different advertising demands have a significant differential effect on consumers' purchase intention, and rational advertising appeals usually have better effects than perceptual appeals. The influence of product types on the relationship between advertising demands and consumers' willingness to buy depends on the degree of involvement of consumer products. When consumers buy practical products and the degree of product involvement is high, It is easier to improve consumers' willingness to buy than perceptual claims, and the relationship between advertising rational demands and consumers' willingness to buy is strengthened, and when consumers buy hedonic products and the degree of product involvement is low, It is easier to improve consumers' purchase intention than rational appeal, and the relationship between advertising sensibility demand and consumers' purchase will be further strengthened.
【作者单位】：中国人民大学商学院;广东机电职业技术学院;
【基金】：国家自然科学基金资助项目“我国企业体验营销的价值创造及其运行机理研究”(项目编号:70972133)的部分研究成果
【分类号】：F713.8

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