关键词: 购买意愿, 近景系列广告, 全景系列广告, 产品类型, 广告诉求方式

Abstract: With the advent of the era of "digital economy" , enterprises are more and more willing to invest in advertising in order to further attract consumers' attentions and enhance market share.  How to stimulate consumers' positive purchase  intentions through advertising design? —this is particularly important for brands.  Therefore, based on the construal level theory and from the perspective of information processing fluency, this study explores the influence of the interaction between advertising scene presentation and product type on consumers' purchase intention.  The results show that, for utilitarian products, when they are presented with close shot advertising, it is easier for consumers to generate purchase intention than panorama shot advertising ； for hedonic products, when they are presented with panorama shot advertising, it is easier for consumers to generate purchase intention than close shot advertising.  In addition, the way of advertising appeal has a significant moderating effect. The specific performance is as follows: compared with the prototype appeal, the exemplary appeal used in the close shot advertising of utilitarian products can make consumers' purchase intentions more positive ； compared with the exemplary appeal, the prototype appeal used in the panorama shot advertising of hedonic products can make consumers' purchase intentions more positive.  This study broadens the application of construal level theory in the field of marketing, and the research conclusions have strong practical guiding values for brand designers to creatively design advertising and make advertising strategies.

Key words: purchase intention, close shot advertising, panorama shot advertising, product type, advertising appeal