信息形式對消費者的態(tài)度和行動意向的影響
[Abstract]:Today, marketers face the challenges of information homogeneity and the rise of consumer power. Marketers always try their best to improve the content of information, by selling unique selling points to convince consumers, but are submerged in the tide of homogenous information, with little effect. The form of information design is as important as the content of information. This paper holds that the use of narrative information and breakthrough from the design form of information may influence the attitude and action intention of consumers and play a good role. This paper uses the experimental method to test the influence of information form (narrative information and listed information) on consumer attitude and action intention. Specifically, two groups of subjects read two Bali tourist brochures, narrative information form and listed information form. The so-called narrative information refers to a series of events connected by roles, time and plot, while the listing information is only the presentation of facts, and there is no role, time and plot. This study inherits the western scholars' research and concludes that narrative information has an impact on consumers in Chinese context, which complements the narrative skills of domestic research focused on explanatory analysis advertising, and lacks of empirical research on the effect of advertising. This paper finds that when consumers have a higher motivation to buy a product and are less familiar with the product, the form of information will affect the consumer's intention of action. Narrative information makes consumers more likely to consider going to Bali than listing it. Under the same conditions, the form of information will also affect the consumer's understanding of the product. Narrative information makes consumers think they understand Bali better than listing information. It is also found that there is a significant positive correlation between consumer attitude towards information itself (brochure) and brand (travel agency) attitude. By analyzing the concept of narrative information and comparing the effects of different information forms, this paper can provide reliable and feasible suggestions for the design of marketing information, that is, in the design of tourism information, marketers can take the form of narrative information. In order to increase consumers' purchasing intention, marketers can take narrative information form as a possible way in the design of other product information.
【學(xué)位授予單位】:華中科技大學(xué)
【學(xué)位級別】:碩士
【學(xué)位授予年份】:2012
【分類號】:F713.55;F224
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