不同动机情景下消费者平面广告信息加工调节接合作用研究

摘要/Abstract

摘要：

调节接合理论是对调节定向理论的更新，从不同动机情景下消费者加工平面广告信息接合强度影响其购买意愿进行分析和研究。尽管已有研究结果显示动机差异会对消费者加工平面广告信息搜索、选项评估、购买意愿等阶段产生信息结合强度影响作用，但现有消费者平面广告信息加工研究中对动机差异“如何”影响消费者购买意愿，以及广告内容中“什么”信息会提升消费者购买意愿存在实证依据不足问题。本文对60名消费者浏览平面广告过程眼动行为和购买意愿数据进行统计分析，分别对自由浏览和购买需求两种消费者广告信息加工过程中的调节接合作用进行讨论，得到三点结论：（1）在具有购买意愿情景下，消费者平面广告信息加工过程会体现出调节接合作用；（2）自由浏览情景下消费者会在广告图片和商标信息加工过程产生调节接合作用，具有购买意愿情景下消费者会在广告语标题信息加工过程产生调节接合作用；（3）自由浏览消费者通过加工广告图片和商标产生正向信息效力提升购买意愿，购买需求消费者通过加工广告语标题产生负向信息效力抑制购买意愿。本研究所得到研究结果，对现有调节接合理论补充了实证依据、弥补了研究不足，并且对广告设计人员可以起到一定程度的指导作用。

关键词: 调节接合理论, 动机, 信息效力, 消费者行为, 平面广告

Abstract:

As an updated version of the Regulatory Focused Theory, the Regulatory Engagement Theory focuses on how consumers' purchase intention is influenced by the strength of print advertisement engagement under different consumer motivation contexts(Higgins, 2006). Although existing researches have revealed that motivation could influence consumers' information search, option evaluation, and purchase intention in their print advertisements information processing, few of them answer "how" the motivation influences consumers' print advertisements information processing, and "what" element(s) in print advertisements can enhance consumers' purchase intention. In order to answer these questions, the paper selects 60 potential consumers, records their eye-movements during viewing print advertisements and purchase intention data, and discusses the role of Regulatory Engagement in the print advertisements information processing under-purchase motivation and free browsing contexts. The results show that:a) under purchase motivation context, regulatory engagement occurs in potential consumers' print advertisements information processing; b) under free browsing context, regulatory engagement occurs in potential consumers process of viewing pictures and logos in print advertisements; c) the pictures and logos' information valence in print advertisements can enhance potential consumers' purchase intention under free browsing context, but inhibit purchase intention under purchase motivation context. The results of this research provide some empirical evidence for the Regulatory Engagement Theory, extend the Regulatory Engagement Theory contexts, and give print advertisements designers some enlightening.

Key words: Regulatory Engagement Theory, motivation, information valence, consumer behaviors, print advertisements

朱郭奇, 钱冬, 赵敏娟. 不同动机情景下消费者平面广告信息加工调节接合作用研究[J]. , 2019, 31(2): 141-154.

Zhu Guoqi, Qian Dong, Zhao Minjuan. Research of Consumer Purchase Intention through Print Advertising Information Processing Based on Regulatory Engagement Theory[J]. , 2019, 31(2): 141-154.

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