网络语言广告与调节定向对消费者购买意愿的影响

The Influence of Internet Language Advertising and Regulatory Focus on Consumers Purchase Intention

随着互联网的快速发展,如何在营销中有效利用网络语言成为企业的重大挑战。从消费者调节定向视角出发,研究不同类型语言广告与消费者调节定向匹配效应影响产品购买意愿的内在机制,结果发现,不同类型语言广告与消费者调节定向具有显著交互作用,好奇心和感知风险在交互作用对购买意愿的影响中起中介作用,品牌熟悉度在影响中起调节作用;针对熟悉度低的品牌,促进定向消费者面对网络语言广告时购买意愿更强,而预防定向消费者面对标准语言广告时购买意愿更强。因此,企业要充分重视在广告中使用网络语言,同时注意网络语言广告对不同类型消费者的效果存在差异,对潜在顾客进行情境性刺激,引导顾客达到促进定向状态进而增强购买意愿;企业在设计广告内容时,应根据产品是否具有创新性细分消费者,同时评估品牌在市场上的状况,品牌熟悉度低时应审慎使用网络语言。

With the rapid development of the Internet,how to effectively use the Internet language for marketing diffusion has become a major challenge for enterprises. From the perspective of consumer regulatory focus,the authors study the mechanism of how different language advertisements and consumer regulatory focus matching effect affecting consumer purchase intention. It is found that:different language advertisements and regulatory focus significantly interacting with each other;curiosity and perceived risk plays a mediating role in promoting the purchase intention;and brand familiarity plays the regulatory role. So the enterprises should,first,pay more attention to Internet language in advertisements,and the different effects of Internet language on different types of consumers;and second,they should divide consumers into different groups according to products’innovativeness,evaluate the market situation of the brand,and carefully use Internet language when the brand familiarity is very low.