本文選題：廣告訴求 + 產(chǎn)品類型��； 參考：《中國流通經(jīng)濟(jì)》2015年11期

【摘要】：近年來有關(guān)廣告訴求有效性的研究較多,但關(guān)于理性訴求和感性訴求哪一個更能導(dǎo)致積極的購買行為并無統(tǒng)一定論,且對各種廣告訴求方式的適用條件也缺乏深入探討。文章以我國某所大學(xué)的年輕消費(fèi)群體為研究對象,通過實(shí)驗(yàn)設(shè)計與問卷測量實(shí)證研究不同廣告訴求與消費(fèi)者購買意愿之間的關(guān)系,并檢驗(yàn)不同產(chǎn)品類型和產(chǎn)品涉入程度在以上關(guān)系中所起的交互作用。研究發(fā)現(xiàn),不同廣告訴求方式對消費(fèi)者購買意愿具有顯著的差異化影響,且廣告理性訴求通常情況下會比感性訴求效果更佳。產(chǎn)品類型對廣告訴求與消費(fèi)者購買意愿關(guān)系的影響取決于消費(fèi)者產(chǎn)品涉入程度,當(dāng)消費(fèi)者購買實(shí)用型產(chǎn)品且產(chǎn)品涉入程度較高時,廣告理性訴求會比感性訴求更容易提高消費(fèi)者購買意愿,且廣告理性訴求與消費(fèi)者購買意愿之間的關(guān)系得到強(qiáng)化;而當(dāng)消費(fèi)者購買享樂型產(chǎn)品且產(chǎn)品涉入程度較低時,廣告感性訴求會比理性訴求更容易提高消費(fèi)者購買意愿,且廣告感性訴求與消費(fèi)者購買意愿之間的關(guān)系得到進(jìn)一步強(qiáng)化。
[Abstract]:In recent years, there are many researches on the effectiveness of advertising appeal, but there is no unified conclusion on which rational appeal or perceptual appeal can lead to positive purchase behavior, and there is also a lack of in-depth discussion on the applicable conditions of various advertising appeal ways. Taking the young consumer group of a university in China as the research object, this paper empirically studies the relationship between different advertising demands and consumers' purchase intention through experimental design and questionnaire measurement. The interaction between different product types and the degree of product involvement in the above relationships was examined. It is found that different advertising demands have a significant differential effect on consumers' purchase intention, and rational advertising appeals usually have better effects than perceptual appeals. The influence of product types on the relationship between advertising demands and consumers' willingness to buy depends on the degree of involvement of consumer products. When consumers buy practical products and the degree of product involvement is high, It is easier to improve consumers' willingness to buy than perceptual claims, and the relationship between advertising rational demands and consumers' willingness to buy is strengthened, and when consumers buy hedonic products and the degree of product involvement is low, It is easier to improve consumers' purchase intention than rational appeal, and the relationship between advertising sensibility demand and consumers' purchase will be further strengthened.
【作者單位】： 中國人民大學(xué)商學(xué)院;廣東機(jī)電職業(yè)技術(shù)學(xué)院;
【基金】：國家自然科學(xué)基金資助項(xiàng)目“我國企業(yè)體驗(yàn)營銷的價值創(chuàng)造及其運(yùn)行機(jī)理研究”(項(xiàng)目編號:70972133)的部分研究成果
【分類號】：F713.8

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