关键词: 广告语, 数字呈现形式, 购买意愿, 解释水平

Abstract:
This research originates from the exploration and thinking of digital representations in representative slogans in China. More and more slogans include various types of digital forms. Numbers can not only strengthen brand trust, but also can resonate with consumers. But how does the digital presentation in the slogan affect consumers’ purchase intentions? How did these effects occur? This research is based on the information construction theory and the theory of interpretation level, and adopts 2 (digital representation form: proportional vs. description type) × 2 (interpretation level: high vs. low) experimental design, and observes the consumer's gaze duration on the advertising material through eye movement experiments , Research on consumer information processing fluency and consumer purchase intention. The research results show that the descriptive digital presentation in advertising slogans can more positively affect consumers’purchase intentions, and the information processing fluency of the descriptive digital presentation is higher than that of the proportional digital presentation; the fluency of the consumer's information processing fluctuates There is a clear intermediary role between them; the level of interpretation has a moderating effect between the digital representation in the slogan and the consumer's willingness to buy. This study provides a reference for companies to use digital elements for creative slogan design.

Key words: Slogan, Digital presentation, Purchase intention, Interpretation level