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本文以内疚诉求广告这一广告类型为背景切入,研究广告中不同的人称类型(你、我、他)在购买意愿上呈现出的差异化影响,并通过实验得出以下结论:1.人称对购买意愿的影响作用显著;第三人称比第一人称和第二人称能产生更强的购买意愿。2.内疚水平对人称与购买意愿之间的关系具有完全中介作用;3.使用频率对人称类型与购买意愿的关系具有调节作用:当使用频率高时,面对第一、二人称广告的被试的内疚水平显著低于第三人称的内疚水平;反过来,当消费者使用频率低时,则三类人称之间的差异较小。本研究从细微语言差异角度深化了对内疚诉求广告效果影响因素的研究,也为企业开展营销实践提供了管理借鉴。
This article takes guilt appeals advertisement as the background of this advertising type, studies the different types of people (you, me, him) in the advertisement, and shows the following differences in the purchasing intention: 1. The effect of purchase intention is significant; the third person can make a stronger purchase intention than the first person and the second person. 2. The level of guilt has a complete mediating effect on the relationship between personal and purchase intention; 3. The frequency of use has a regulatory effect on the relationship between personal type and purchase intention: when the frequency of use is high, the subjects who face the first and the second advertisements Was significantly lower than the third person’s level of guilt; conversely, when the frequency of consumer use was low, the difference between the three groups of people was small. This study, from the perspective of subtle language differences, deepens the study of the factors that influence the effectiveness of guilt-seeking advertisements and also provides a reference for enterprises to carry out marketing practices.