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论文编号：	12382
作者编号：	2120192874
上传时间：	2021/6/10 10:15:12
中文题目：	数字广告诉求策略与产品页设计策略的匹配对客户购买转化的影响研究
英文题目：	Matching Effects between Digital Advertising Appeal and Product Page Design on Customer’s Purchase Conversion
指导老师：	任星耀
中文关键字：	广告诉求策略；产品页设计；色温；促销线索信息；购买转化
英文关键字：	Digital advertising appeal; Product page design; Color temperature; Selling cues; Purchase conversion
中文摘要：	在数字化的客户媒体旅程中，企业与客户间有多个触点，企业需要抓住这些触点与客户进行有效沟通，从而提升其购买转化率。在数字媒体中，有大部分客户会通过观看广告后点击进入产品详情页，广告与产品页间的衔接会对客户产生重要影响。 虽然在实践领域对于广告与产品页面的衔接已经进行了很多应用，但在学术界已有研究仅分别对广告诉求策略和网页设计策略进行探索，未有研究将二者衔接起来，探究二者的交互对客户行为的影响。此外，现有针对网页设计的研究少有对网页元素进行分类研究，且针对网页元素中色温和促销线索信息的已有研究要么存在结论不一致要么存在研究空白。因此，为了更好地了解数字媒体环境下影响客户购买的因素，本文将广告诉求策略与网页设计连接起来，并对网页设计元素进行分类，探讨不同广告诉求策略与网页设计策略的匹配所产生的信息加工（不）流畅性对客户购买的影响。 本文在一家大型互联网保险公司的实际运营中设计并实施了两个现场实验，收集了消费者个体层面的数据。实证检验了广告诉求策略与网页设计色温（形式）和促销线索信息（内容）间不同的匹配对客户购买转化的影响。研究发现，信息性广告与暖色页面进行衔接更易促进客户购买，情感性广告与冷色页面进行衔接更易促进客户购买；信息性广告与呈现畅销性促销线索信息的页面进行衔接更易促进客户购买，情感性广告与呈现稀缺性促销线索信息的页面进行衔接更易促进客户购买。 本研究丰富了广告诉求策略领域的研究，弥合和填补了网页设计领域关于色温和促销线索信息现有研究结论的不一致和空白点，并为企业数字媒体策略的实施提供了新的思路。由于广告诉求策略的不同（信息性/情感性），其吸引的客户特征有所不同，即广告诉求策略会吸引不同思维模式的客户，这种思维模式伴随着其后续的浏览过程，因此产品页面应与客户思维模式在形式和内容上分别进行匹配。企业需要站在整体的客户旅程视角，通过客质化的产品页设计为不同的消费者分别提供最好的体验，才能更好地实现客户的购买转化。
英文摘要：	In the digital customer media journey, there are multiple touch points between companies and customers, and companies need to seize these touch points to effectively communicate with customers to increase their purchase conversion rate. In digital media, most customers will enter the product page after watching an advertisement. The advertisement is strongly associated with the product page, and the connection between the two will have an important impact on customers Although many applications have been applied to the connection between advertising and product pages in reality, but studies in academia that have only explored advertising strategies or web design strategies separately. There is no research linking the two to explore the impact of their interaction on customer behavior. In addition, there are few existing research on webpage design to classify webpage elements, and there are conflicts and gaps in the research of color temperature and selling cues in website elements. Therefore, in order to better understand the factors that affect customer purchases in the digital media environment, this article connects advertising strategies with web design, classifies web design elements, and discusses the impact of information processing (in) fluency generated by the matching of different advertising appeal strategies and product page on customer purchases. This article designed and implemented two field experiments in the actual operation of a large Internet insurance company, and collected individual-level data in the experiments. Experiments tested the influence of different matching between advertising appeals with color temperature (form) and promotion information (content) on customer purchase conversion. The results of the study found that matching informational appeal with warm-colored pages is easier to promote customer purchases, and matching emotional appeal with cool-colored pages is easier to promote customer purchases; matching informational appeal with pages that present popularity cue is more likely to promote customer purchases, and matching emotional appeal with pages that present scarcity cue is easier to promote customer purchases. This research supplements the research in the field of advertising strategy, fills in the existing research conflicts and gaps in the field of product page on color temperature and selling cues, and provides new ideas for the implementation of corporate digital media strategies. Due to the different advertising appeals (informational/emotional), the characteristics of the customers attracted are different: advertising strategies will attract customers with different thinking modes, and this thinking mode has been accompanied by its follow-up. Therefore, the product page must be matched with the customer's thinking model in form and content respectively. Companies need to stand on the perspective of the overall customer journey, through specialized product page to provide different consumers with the best experience, in order to better realize customer purchase conversion.
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