试用信息对广告说服效果的影响——基于渐进式新产品的研究
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摘要
网络试用平台引起越来越多的消费者关注,企业给消费者提供新产品免费试用信息是否能够加强广告说服效果,是一个重要的营销问题。实验一通过两组组间实验,对比消费者仅阅读广告及同时阅读广告和试用信息两种情况下渐进式新产品广告说服结果的差异;实验二以双中介模型中广告态度、产品态度、购买意愿三者之间的关系为基础,使用结构方程模型检验免费试用信息影响广告说服过程的具体路径。结果显示,企业在渐进式新产品广告曝光时发布免费试用信息对消费者的广告处理过程有显著影响,尤其是当消费者采用类比法或心理模拟法处理新产品广告信息时,发布有吸引力的试用信息对广告说服能起到积极的作用,并对消费者的产品态度和购买意愿有正向影响;女性消费者、中青年消费者及收入较低的消费者对免费试用信息有更正面的反应。因此,当企业为渐进式新产品做广告宣传时,应发布有充分吸引力的免费试用信息,并尽量唤起消费者对广告信息进行深入加工,根据产品差异选择发布时机;目标客户群体为女性消费者、中青年消费者及收入较低的消费者的产品使用网络试用平台发布试用信息,更容易以获得好的效果。
It is an important issue whether free trial information can increase advertising persuasion effects of Incrementally New Products(INPs)when the new product advertisement is exposed on online trial websites. Two studies are conducted to examine the influences of free trial information. The results show that free trial information has significant effects on INPs advertising persuasion processes. The advertising persuasion effects are improved significantly,especially when consumers employ analogy or mental simulation in information processing,and consumers' attitudes to products and purchasing intentions are significantly enhanced. Therefore,enterprises should choose a suitable timing to release attractive free trial information,and raise consumers to use analogy or mental simulation to process advertising information when INPs come into the market.Females,young and middle aged consumers,and consumers with low income are more positively reacted to free trial information compared with males,older consumers and consumers with high income. Enterprises,whose target markets are females,young and middle aged consumers,and consumers with low income,may receive better results if they release free trial information on websites.
It is an important issue whether free trial information can increase advertising persuasion effects of Incrementally New Products(INPs)when the new product advertisement is exposed on online trial websites. Two studies are conducted to examine the influences of free trial information. The results show that free trial information has significant effects on INPs advertising persuasion processes. The advertising persuasion effects are improved significantly,especially when consumers employ analogy or mental simulation in information processing,and consumers' attitudes to products and purchasing intentions are significantly enhanced. Therefore,enterprises should choose a suitable timing to release attractive free trial information,and raise consumers to use analogy or mental simulation to process advertising information when INPs come into the market.Females,young and middle aged consumers,and consumers with low income are more positively reacted to free trial information compared with males,older consumers and consumers with high income. Enterprises,whose target markets are females,young and middle aged consumers,and consumers with low income,may receive better results if they release free trial information on websites.
引文
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[19]SHIMP T A.Attitude toward the ad as a mediator of consumer brand choice[J].Journal of advertising,1981,10(2):9-15.
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[26]BAWA K,SHOEMAKER R.The effects of free sample promotions on incremental brand sales[J].Marketing science,2004,23(3):345-363.
[27]HEIMAN A,MCWILLIAMS B,SHEN Z,ZILBERMAN D.Learning and forgetting:modeling optimal product sampling over time[J].Management science,2001,47(4):532-546.
[28]MITTAL B.The relative roles of brand beliefs and attitude toward the ad as mediators of brand attitude:a second look[J].Journal of marketing research,1990,27(2):209-219.
[29]HAYES A.Introduction to mediation,moderation and conditional process analysis:a regression-based approach[J].Journal of educational measurement,2013,51(3):335-337.
[30]王建明.消费者资源节约与环境保护行为的实证分析[J].消费经济,2009,25(4):70-74.
[31]安胜利,陈平雁.应答条目的级数及条目数对量表内部一致性信度影响的研究[J].中国卫生统计,2002,19(2):86-90.
[32]伍青生,李湛.研发阶段新产品信息发布:时间与频率策略研究[J].管理工程学报,2014,28(4):95-105.
[2]沈佳彬.在线免费试用对页面推荐产品的影响研究[D].南京:南京大学,2016.
[3]缪承凯.在线免费试用活动对产品销量影响的研究[D].南京:南京大学,2016.
[4]HOEFFLER S.Measuring preferences for really new products[J].Journal of marketing research,2003,40(4):406-420.
[5]GREGAN-PAXTON J,JOHN D R.Consumer learning by analogy:a model of internal knowledge transfer[J].Journal of consumer research,1997,24(3):266-284.
[6]TAYLOR S E,PHAM L B,RIVKIN I D.Harnessing the imagination:mental simulation,self-regulation,and coping[J].American psychologist,1998,53(4):429-439.
[7]MARKUS H,NURIUS P.Possible selves[J].American psychologist,1986,41(9):954-969.
[8]PHAM L B,TAYLOR S E.From thought to action:effects of process-versus outcome-based mental simulations on performance[J].Personality&social psychology bulletin,1999,25(2):250-260.
[9]韩德昌,王艳芝.心理模拟:一种有效预防冲动购买行为的方法[J].南开管理评论,2012,15(1):142-150.
[10]COULTER K S,PUNJ G N.The effects of cognitive resource requirements,availability,and argument quality on brand attitudes:a melding of elaboration likelihood and cognitive resource matching theories[J].Journal of advertising,2004,33(4):53-64.
[11]MACKENZIE S B,LUTZ R J,BELCH G E.The role of attitude toward the ad as a mediator of advertising effectiveness:a test of competing explanations[J].Journal of marketing research,1986,23(2):130-143.
[12]HOMER P M.The mediating role of attitude toward the ad:some additional evidence[J].Journal of marketing research,1990,27(1):78-86.
[13]BROWN S P,STAYMAN D M.Antecedents and consequences of attitude toward the ad:a meta-analysis[J].Journal of consumer research,1992,19(1):34-51.
[14]SICILIA M,RUIZ S,REYNOLDS N.Attitude formation online:how the consumer’s need for cognition affects the relationship between attitude towards the website and attitude towards the brand[J].International journal of market research,2006,48(2):139-154.
[15]黄劲松,王高,赵平.品牌延伸条件下的广告说服--双中介影响模型的拓展[J].心理学报,2006(6):924-933.
[16]苏凇,黄劲松.品牌延伸还是子品牌?--基于品牌态度、广告说服和购买意愿的比较[J].管理评论,2013,25(2):98-107,125.
[17]LUTZ R J,SWASY J L.Integrating cognitive structure and cognitive response approaches to monitoring communications effects[J].Advances in consumer research,1977,4(1):363-371.
[18]HAMON-JONES E,GABLE P A,PRICE T F.Does negative affect always narrow and positive affect always broaden the mind?considering the influence of motivational intensity on cognitive scope[J].Current directions in psychological science,2013,22(4):301-307.
[19]SHIMP T A.Attitude toward the ad as a mediator of consumer brand choice[J].Journal of advertising,1981,10(2):9-15.
[20]BRUCE N I,PETTERS K,NAIK P A.Discovering how advertising grows sales and builds brands[J].Journal of marketing research,2012,49(6):793-806.
[21]EHRENBERG A S C.Repetitive advertising and the consumer[J].Journal of advertising research,2000,40(6):39-48.
[22]MORIARTY S E,WELLS W,MITCHELL N.Advertising:principles&practice[M].Upper Saddle River:Pearson Prentice Hall,2009:116.
[23]DEIGHTON J.The interaction of advertising and evidence[J].Journal of consumer research,1984,11(3):763-770.
[24]GOERING P A.Effects of product trial on consumer expectations,demands,and prices[J].Journal of consumer research,1985,12(1):74-82.
[25]KEMPF D S,SMITH,R E.Consumer processing of product trial and the influence of prior advertising:a structural modeling approach[J].Journal of marketing research,1998,35(3):325-338.
[26]BAWA K,SHOEMAKER R.The effects of free sample promotions on incremental brand sales[J].Marketing science,2004,23(3):345-363.
[27]HEIMAN A,MCWILLIAMS B,SHEN Z,ZILBERMAN D.Learning and forgetting:modeling optimal product sampling over time[J].Management science,2001,47(4):532-546.
[28]MITTAL B.The relative roles of brand beliefs and attitude toward the ad as mediators of brand attitude:a second look[J].Journal of marketing research,1990,27(2):209-219.
[29]HAYES A.Introduction to mediation,moderation and conditional process analysis:a regression-based approach[J].Journal of educational measurement,2013,51(3):335-337.
[30]王建明.消费者资源节约与环境保护行为的实证分析[J].消费经济,2009,25(4):70-74.
[31]安胜利,陈平雁.应答条目的级数及条目数对量表内部一致性信度影响的研究[J].中国卫生统计,2002,19(2):86-90.
[32]伍青生,李湛.研发阶段新产品信息发布:时间与频率策略研究[J].管理工程学报,2014,28(4):95-105.