营销科学学报

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创新产品类别与呈现顺序相匹配对消费者购买意愿的影响

孟陆 ,杨强 ,杜建刚 ,董泽瑞   

  1. 孟陆,天津理工大学管理学院硕士研究生,E-mail:jjzxml123@163.com
    杨强,通讯作者,天津理工大学管理学院副教授,博士,E-mail:yqiang104@126.com
    杜建刚,南开大学商学院教授,博士,E-mail:dillon_2001@sina.com
    董泽瑞,南开大学商学院博士研究生,E-mail:dongzerui0220@126.com
  • 出版日期:2017-12-30 发布日期:2018-11-09
  • 基金资助:

    本研究得到国家社会科学基金项目(16BGL086)和国家自然科学基金项目(71572082)的资助。

Impact of Innovative Product Categories and Ordering on Consumer Purchase Intention

Meng Lu,Yang Qiang,Du Jiangang,Dong Zerui   

  1. Meng Lu,School of Management,Tian Jin university of technology,Tianjin,300384,China
    Yang Qiang,School of Management,Tian Jin university of technology,Tianjin,300384,China
    Du Jiangang,School of Business,Nan Kai university,Tianjin,300071,China 
    Dong Zerui,School of Business,Nan Kai university,Tianjin,300071,China 
  • Online:2017-12-30 Published:2018-11-09

摘要:

随着视频广告在产品扩散领域的日益普及,广告信息的呈现顺序及其与产品信息的匹配度对企业广告效果的影响也越来越大。本研究运用整体/局部加工模型、图式理论和锚定理论,通过三个实验分析了创新产品类别与整体(局部)呈现顺序相匹配对提升广告吸引力,进而增强消费者购买意愿的影响。实验一借助眼动研究验证了创新产品类型(RNP/INP)与呈现顺序(先整体后局部/先局部后整体)相匹配可以提升广告对消费者的吸引力,并验证了认知流畅性的中介机制。实验二进一步分析了创新产品类型(RNP/INP)与呈现顺序(先整体后局部/先局部后整体)相匹配可以提升消费者的购买意愿,并验证了感知新奇性、风险感知的中介作用,构建了完整的内部机制模型。实验三验证了图片和文字一致性对创新产品类别与呈现顺序匹配提升购买偏好的调节作用。本研究拓展了产品扩散领域相关理论,也为我国企业广告信息决策供了实践指导。

关键词: 创新产品广告, 整体与局部呈现顺序, 认知流畅性, 购买意愿

Abstract:

In the Internet era, the use of video advertising in the form of increasingly popular product proliferation. How to use effective advertising means to spread the innovative products is a huge challenge facing enterprises. Based on the whole / local processing model and anchoring theory, this paper analyzes the impact of the innovation product category and the overall (local) presentation order by three experiments to enhance the attractiveness of the advertisement to the consumers and enhance the purchase intention. Experiments 1 can improve the attractiveness of advertising to consumers by finding innovative product types (RNP / INP) with the presentation sequence (the overall post-local / pre-localized overall), and explored the cognitive fluency Intermediary mechanism. Experiment 2 further analyzes that the innovative product type (RNP / INP) can improve the purchasing intention of consumers when matching the presentation order (the first overall post-local / pre-localized overall) and verify the mediating effect of perceived novelty and risk perception , To build a complete internal mechanism model. Experiment 3 validates the adjustment of picture and text consistency to the innovation product category and the presentation order to improve the purchase preference. This study provides theoretical support and practical suggestions for the operation and management of the enterprise.

Key words: Innovative product video advertising, Global -Local presentation order, processing fluency, purchase intention