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