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面对虚位产品消费情境,广告信息框架会对消费者的虚位产品预订意愿产生重要的影响。本文将对广告信息框架影响消费者虚位产品预订意愿的内在机制进行研究。经过4个实验,研究结果发现:(1)广告信息框架对消费者虚位产品预订意愿有重要影响,消极信息框架广告较之于积极信息框架广告更能促进消费者虚位产品预订意愿;(2)在广告信息框架影响消费者虚位产品预订意愿中,感知稀缺性和感知欺骗性会分别独立部分中介广告信息框架对消费者虚位产品预订意愿的影响,并且影响过程均受到解释水平有中介的调节作用,而且会产生匹配效应;(3)在广告信息框架对消费者虚位产品预订意愿的影响中,研究还发现了感知稀缺性与感知欺骗性会共同中介广告信息框架对消费者虚位产品预订意愿的影响,而且该共同中介过程也会受到解释水平的调节作用。本文的研究将对完善广告信息框架对消费者虚位产品预订意愿影响的研究有重要的理论意义,同时对提高企业营销水平和消费者的理性消费有重要的实践意义。
In the face of virtual product consumption situation, the advertising information frame will have a significant impact on consumers’ willingness to reserve products. This article will study the internal mechanism of the advertisement information frame that affects consumers’ willingness to reserve products. After four experiments, the findings are as follows: (1) The advertising information frame has an important influence on the willingness to subscribe to consumers, and the negative information frame advertisement is more likely to promote consumers’ imaginary reservation intention than the active information frame advertisement; 2) The influence of advertising information frame on willingness-to-be-released product reservation intention of independent part of intermediary advertising information frame in the willingness-to-be-released product reservation intention of advertising information frame is influenced by the level of explanation (3) In the impact of advertising information frame on the willingness to subscribe to consumers’ imaginary products, the research also found that the information scarcity and perceived fraudulentness will affect the intermediary advertising information framework to consumers The influence of imaginary product booking intentions, and the common intermediary process is also regulated by the level of interpretation. The research of this paper will have important theoretical significance to perfect the research on the impact of advertisement information frame on consumer willingness reservation, meanwhile, it is of important practical significance to improve the level of enterprise marketing and consumers’ rational consumption.