联系我们

论文查询结果	返回搜索

论文编号：	13084
作者编号：	1120170890
上传时间：	2022/6/6 16:11:52
中文题目：	广告模特注视线索对消费者决策模式和购买意愿的影响研究
英文题目：	Research on the influence of advertising models'''' gaze cues on consumers'''' decision-making patterns and purchase intentions
指导老师：	杜建刚
中文关键字：	注视线索；决策模式；产品类型；拟人化类型；购买意愿
英文关键字：	Gaze cues; Decision-making; Product type; Anthropomorphic type; Purchase intention
中文摘要：	数字化营销时代，普通消费者每天可能接触到的广告数量甚至达到4000-10000个，这些广告广泛分布于各式各样的媒体和互联网当中，海量信息和消费者注意有限性之间的矛盾为广告营销人员带来了巨大的挑战：如何成功吸引消费者注意并提高广告的转化率？营销人员和广告商都在不断探索新的方法来设计出更加有效的广告，以吸引消费者的注意力并且增加消费者对品牌或产品的兴趣，提升消费者的购买意愿。近年来，营销学者和广告商开始关注他人注视线索在提升广告有效性方面的作用。个体面孔信息具有重要的社会和情感意义，因此面孔能够自动而且快速的吸引个人的注意力。而且眼睛作为个体面孔上最重要的部位，是所有面孔特征中最具利用价值的信息源(Itier & Batty，2009)，一个人的视觉注视线索不仅可以吸引观察者的注意，而且能将起注意力引导至特定的位置。因此，在广告中呈现特定注视方向的面孔可能有助于将消费者的注意力引导至他们可能会忽略的广告部分（如广告产品）。而且他人注视线索还会影响对被注视物体的主观评价产生影响。因此，广告商想要吸引消费者注意，增加消费者对广告中产品的兴趣，提高消费者对品牌和产品的评价和购买意愿，在广告中呈现包含注视方向的模特面孔或许是一种有效的方法。这就很有必要针对注视线索如何影响消费者的心理和行为进行深入系统的研究。 本文从注视线索发起人、产品特征和消费者特征视角出发探索模特注视线索对消费者心理的影响，构建了三个子研究，通过10个不同的实验，共招募被试近2000多人，探究了注视线索对消费者决策方式和产品购买意愿的影响及其内在机制，具体研究内容及结论如下： 首先，子研究一探讨了广告中模特注视线索对消费者思维模式的影响，实验一通过使用内隐联想测验的方法，验证了注视产品或直视观众两种注视线索与表示理性含义或感性含义的词语之间内隐的关联。结果证实，注视产品的视线和理性思维的联系更紧密，直视观众和感性思维的联系更紧密，为研究注视线索和消费者决策模式提供了基础的心理学依据。实验二和实验三进一步将研究情境细化为消费情境，探究模特注视线索对消费者产品选择倾向的影响。结果证实，当消费者看到模特视线注视产品时，他们更倾向于依赖理性进行决策，因此更愿意选择理性优先的产品；当消费者看到模特视线直视观众时，他们更倾向于依赖感性进行决策，因此更愿意选择感性优先的产品。 其次，子研究二探讨了注视线索和产品类别之间的匹配作用对消费者购买意愿的影响，回答了已有研究结论不一致的问题，分析了感知流畅性在这个过程中的中介作用，此外进一步探讨了消费者个体调节模式在这个过程中的调节效应。实验一和实验二验证了注视线索和产品类型之间的匹配作用。结果发现，当实用型产品和注视产品的视线相匹配时，消费者有更高的感知流畅性，从而表现出更高的产品购买意愿；当享乐品和直视观众的视线相匹配时，消费者有更高的感知流畅性，从而表现出更高的产品购买意愿。实验三进一步验证了消费者个体特质在注视线索和产品类型之间匹配作用的调节效应。当消费者启动为运动模式时，注视线索和产品类型之间的匹配作用存在。发现当消费者启动为评估模式时，注视线索和产品类型之间的匹配作用不存在，无论是实用品还是享乐品，相比于模特视线直视观众，模特视线注视产品时，消费者对产品购买意愿更高。 最后，子研究三探讨了注视线索和拟人化类型之间的匹配作用对消费者购买意愿的影响，并且分析了信任感知在这个过程中的中介作用，此外进一步探讨了消费者个体调节模式在这个过程中的调节效应。通过实验一和实验二证实当能力型拟人化形象和注视产品的视线相匹配时，消费者有更高的信任感知，从而表现出更高的产品购买意愿；当温暖型拟人化形象和直视观众的视线相匹配时，消费者有更高的信任感知，从而表现出更高的产品购买意愿。实验三进一步验证了消费者个体特质在注视线索和拟人化类型之间匹配作用的调节效应。结果发现当消费者启动为运动模式时，注视线索和拟人化类型之间的匹配作用存在。当消费者启动为评估模式时，注视线索和拟人化类型之间的匹配作用不存在，无论是能力型拟人化还是温暖型拟人化，相比于模特视线直视观众，模特视线注视产品时，消费者对产品有更高的购买意愿。 本研究通过内隐联想测验、元分析方法和系列实验方法探究了模特注视线索对消费者决策方式的影响，而且分析了注视线索和产品类型、拟人化类型之间的匹配对消费者购买意愿的影响，以及交互作用的调节效应。研究不仅丰富了消费者行为领域关于注视线索的研究，有助于了解消费者面对不同模特注视线索的心理机制，为今后的研究提供了新视角。更重要的是，有助于帮助企业营销人员和广告商更好的利用注视线索这一元素提升广告效率，具有重要的实践意义。
英文摘要：	In the era of digital marketing, the number of advertisements that ordinary consumers may encounter every day even reaches 4,000-10,000. These advertisements are widely distributed in various media and the Internet. The contradiction between mass information and the limited attention of consumers is advertising. Marketers pose a huge challenge: how to successfully capture the attention of consumers and increase the conversion rate of advertisements? If marketers fail to address this issue successfully, the very meaning of advertising will also be questioned. Therefore, marketers and advertisers are constantly exploring new ways to design more effective advertisements to attract consumers' attention, increase consumers' interest in brands or products, and increase consumers' willingness to buy. In recent years, marketing scholars and advertisers have begun to focus on the role of others' gaze cues in improving the effectiveness of advertising. Individual face information has important social and emotional significance, so faces can automatically and quickly attract the attention of individuals. Moreover, as the most important part of an individual face, the eyes are the most valuable information source among all facial features (Itier & Batty, 2009). A person's visual fixation cues can not only attract the attention of the observer, but also attract attention. The force is directed to a specific location. Therefore, presenting faces with specific gaze directions in advertisements may help direct consumers' attention to parts of the advertisement (such as advertised products) that they might otherwise overlook. Moreover, other people's gaze cues also affect the subjective evaluation of the object being gazed upon. Therefore, if advertisers want to attract consumers' attention, increase consumers' interest in the products in advertisements, and improve consumers' evaluation and purchase intention of brands and products, it may be an effective way to present model faces with gaze directions in advertisements. Then, it is very necessary to conduct in-depth and systematic research on how gaze cues affect consumers' psychology and behavior. This paper explores the influence of model gaze cues on consumer psychology from the perspectives of gaze cue initiators, product characteristics and consumer characteristics, and constructs three sub-studies. Through 10 different experiments, nearly 2,000 subjects were recruited to explore the influence of gaze cues on consumers' decision-making methods and product purchase intention and its internal mechanism. The specific research contents and conclusions are as follows: First, sub-study 1 explores the influence of model gaze cues in advertisements on consumers' thinking patterns. Experiment 1 uses the method of implicit association test to verify the relationship between the two kinds of gaze cues of staring at the product or looking directly at the audience and expressing rational meaning or perceptual meaning. implicit associations between words. The results confirmed that staring at the product is more closely related to rational thinking and looking directly at the audience is more closely related to perceptual thinking, which provides a psychological basis for the study of gaze cues and consumer decision-making patterns. Experiments 2 and 3 further refine the research situation into a consumption situation and explore the influence of model gaze cues on consumers' product choice tendency. The results confirm that when consumers see models looking directly at the product, they are more inclined to rely on rationality to make decisions, so they are more willing to choose products that prioritize rationality; when consumers see models looking directly at the audience, they are more inclined to rely on sensibility make decisions, and therefore prefer to choose products that prioritize emotionality. Second, sub-study 2 explored the impact of the matching between gaze cues and product categories on consumers' purchase intentions, answered the question of inconsistent conclusions from existing studies, and analyzed the mediating role of perceived fluency in this process. It further explores the boundary role of consumers' individual adjustment mode in this process. Experiments 1 and 2 verified the matching effect between gaze cues and product types. The results show that when the utility product matches the line of sight of the product, consumers have higher perceived fluency, thus showing a higher product purchase intention; when the hedonic product matches the line of sight of the audience, consumption Consumers have higher perceived fluency and thus show higher product purchase intentions. Experiment 3 further verifies the boundary conditions of the matching effect of consumer individual traits between gaze cues and product types. The matching effect between gaze cues and product type exists when consumers are activated in motion mode. It is found that when consumers start the evaluation mode, the matching effect between gaze cues and product types does not exist. Whether it is a utility product or a hedonic product, compared with the model looking directly at the audience, when the model gazes directly at the product, the consumer is more interested in the product. There is a higher purchase intention. Finally, sub-study 3 explores the effect of matching between gaze cues and anthropomorphic types on consumers' purchase intention and analyzes the mediating role of trust perception in this process, and further explores the role of consumers' individual adjustment patterns in this process. boundary action in the process. Through experiments 1 and 2, it was confirmed that when the ability-type anthropomorphic image matches the line of sight to look at the product, consumers have a higher perception of trust, thus showing a higher willingness to purchase products; when the warm-type anthropomorphic image and direct gaze when the audience's gaze matches, consumers have a higher perception of trust and thus show a higher willingness to purchase the product. Experiment 3 further verifies the boundary conditions of consumers' individual traits in matching between gaze cues and anthropomorphic types. It was found that a matching effect between gaze cues and anthropomorphic type existed when consumers were initiated into motor mode. When consumers are activated in evaluation mode, the matching effect between gaze cues and personification types does not exist. Whether it is competent personification or warm personification, compared with the model looking directly at the audience, when the model looks at the product, consumers have a higher willingness to buy products. This study explores the influence of model gaze cues on consumer decision-making through implicit association tests, meta-analytic methods and a series of experimental methods, and analyzes the impact of the matching between gaze cues and product types and anthropomorphic types on consumers' purchase intentions and boundary conditions for interactions. The research not only enriches the research on gaze cues in the field of consumer behavior, but also helps to understand the psychological mechanism of consumers facing the gaze cues of different models and provides a new perspective for future research. More importantly, it helps corporate marketers and advertisers make better use of gaze cues to improve advertising efficiency and has important practical significance.
查看全文：	预览  下载(下载需要进行登录)