信息形式对消费者的态度和行动意向的影响

发布时间：2018-10-12 06:29

【摘要】：当今，营销者面临着信息同质化和消费者力量崛起的两大挑战。营销者总是竭尽全力想要改进信息的内容，通过兜售独特的卖点来说服消费者，却被淹没在同质化信息的大潮中，收效甚微。信息设计的形式和信息的内容同样重要。本文认为采用叙事性信息，从信息的设计形式上着手突破，，可能能够影响消费者的态度和行动意向，起到良好的效果。本文利用实验法来测试信息形式（叙事性信息和罗列性信息）对于消费者态度和行动意向的影响。具体来说，两组被试者分别阅读叙事性信息形式和罗列性信息形式的两种巴厘岛旅游宣传手册。所谓叙事性信息是指通过角色、时间和情节联系起来的一系列事件，而罗列性信息只是事实的呈现，并没有角色、时间和情节。本研究继承了西方学者的研究，在中文的情境下研究得出叙事性信息对消费者存在影响，补充了国内研究集中于解释性分析广告的叙事技巧，缺少实证的效果研究的不足。本文发现，当消费者对产品的购买动机较高，并较不熟悉该产品时，信息形式会影响消费者的行动意向。相比于罗列性信息，叙事性信息会使消费者更愿意考虑去巴厘岛玩。在同样的条件下，信息形式也会影响消费者对自身对于产品了解程度的认知。相比于罗列性信息，叙事性信息会使消费者认为自己更加了解巴厘岛。本文还发现，消费者对于信息本身（宣传册）的态度与对于品牌（旅行社）的态度呈现显著正相关关系。通过剖析叙事性信息的概念，并比较不同信息形式的效果，本文能够为营销信息的设计提供可靠、可行的建议，即在旅游信息的设计中，营销者可以采取叙事性信息形式，以增加消费者购买的行动意向，在其他产品信息的设计中，营销者可以将叙事性信息形式作为一种可能的途径。
[Abstract]:Today, marketers face the challenges of information homogeneity and the rise of consumer power. Marketers always try their best to improve the content of information, by selling unique selling points to convince consumers, but are submerged in the tide of homogenous information, with little effect. The form of information design is as important as the content of information. This paper holds that the use of narrative information and breakthrough from the design form of information may influence the attitude and action intention of consumers and play a good role. This paper uses the experimental method to test the influence of information form (narrative information and listed information) on consumer attitude and action intention. Specifically, two groups of subjects read two Bali tourist brochures, narrative information form and listed information form. The so-called narrative information refers to a series of events connected by roles, time and plot, while the listing information is only the presentation of facts, and there is no role, time and plot. This study inherits the western scholars' research and concludes that narrative information has an impact on consumers in Chinese context, which complements the narrative skills of domestic research focused on explanatory analysis advertising, and lacks of empirical research on the effect of advertising. This paper finds that when consumers have a higher motivation to buy a product and are less familiar with the product, the form of information will affect the consumer's intention of action. Narrative information makes consumers more likely to consider going to Bali than listing it. Under the same conditions, the form of information will also affect the consumer's understanding of the product. Narrative information makes consumers think they understand Bali better than listing information. It is also found that there is a significant positive correlation between consumer attitude towards information itself (brochure) and brand (travel agency) attitude. By analyzing the concept of narrative information and comparing the effects of different information forms, this paper can provide reliable and feasible suggestions for the design of marketing information, that is, in the design of tourism information, marketers can take the form of narrative information. In order to increase consumers' purchasing intention, marketers can take narrative information form as a possible way in the design of other product information.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.55;F224

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