本文選題：電商營銷 + 信息傳達�。� 參考：《包裝工程》2017年02期

【摘要】：目的研究ELM理論中態(tài)度改變的兩條基本路徑對電子商務(wù)網(wǎng)站營銷信息傳達設(shè)計的不同作用和影響。方法借助ELM相關(guān)理論,將消費者網(wǎng)上購物的過程轉(zhuǎn)化為被說服的過程,分析消費者參與電商營銷活動時ELM理論中兩條路徑對消費者決策的影響。結(jié)論基于消費者決策的3個階段,根據(jù)ELM理論中的兩條基本路徑提出了電商營銷信息傳達的三大設(shè)計策略,即邊緣線索的情境化設(shè)計,中心線索的圖像化設(shè)計以及兩條路徑中品牌理念的植入。基于消費者態(tài)度改變所處的不同路徑向目標(biāo)用戶傳達具有針對性的信息,以此改變消費者的購買決策態(tài)度,并與消費者建立起持久穩(wěn)定的關(guān)系。
[Abstract]:Objective to study the different effects and effects of two basic ways of attitude change in ELM theory on the design of marketing information for e-commerce websites. Methods with the help of ELM theory, the process of consumer online shopping was transformed into the process of persuasion, and the influence of two paths in ELM theory on consumer decision-making was analyzed when consumers participated in e-commerce marketing activities. Conclusion based on the three stages of consumer decision, according to the two basic paths in ELM theory, the paper puts forward three design strategies for the communication of e-commerce marketing information, that is, situational design of edge cues. The image design of the central clue and the implantation of the brand idea in the two paths. Based on the different paths of consumer attitude change, this paper conveys targeted information to target users, which changes consumers' purchase decision attitude and establishes a lasting and stable relationship with consumers.
【作者單位】： 湖南大學(xué);
【分類號】：F274;F713.36;TP393.092
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本文編號：1795607