视频广告呈现速度对消费者新产品评价的影响:整体-细节信息认知的中介作用

Influence of Video Advertising Presentation Speed on Consumers’ Evaluation of New Products:The Mediating Role of Holistic-detail Information Perception

文章聚焦于新产品投入市场初期,视频广告呈现速度与不同新产品类型交互对消费者新产品评价的影响及其中介机制的探究。研究结果表明,视频广告呈现速度(快与慢)与新产品类型(颠覆型与渐进型)交互对消费者新产品评价的作用显著,整体信息认知与细节信息认知发挥了中介作用。具体而言,对于颠覆型新产品,采用快速呈现的视频广告使消费者更好地认知整体信息,理解新产品的利益,进而提高对新产品的评价;对于渐进型新产品,采用慢速呈现的视频广告使消费者更好地认知细节信息,理解新产品的利益,进而提高对新产品的评价。文章是对视觉营销和新产品营销传播理论的丰富和补充,也可为企业进行有效的新产品传播提供有益的指导。

This paper focuses on the impact of the interaction between the speed of video advertising presentation and different new product types on consumers’ evaluation of new products and its mediation mechanism in the early stage of new product launch.The findings show that the interaction between the speed of video ad presentation( fast vs.slow) and the type of new product( disruptive vs.progressive) plays a significant role in consumers’ evaluation of new products,with overall information perception and detailed information perception playing a mediating role.Specifically,fast-speed video advertisings can highlight the holistic information so that consumers can understand the benefits of new products better,and then enhance the evaluation of really new products.However,slow-speed video advertisings can enhance consumers’ evaluation of incrementally new products by highlighting the detail information.This research is the enrichment and supplement of visual marketing and new product marketing communication theory.It also provides useful guidance for enterprises to carry out effective new product communication.