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论文编号：	14110
作者编号：	2120213333
上传时间：	2023/6/9 15:39:10
中文题目：	健康险广告防御聚焦强度及其与产品页促销线索类型的匹配对客户转化的影响研究
英文题目：	Research on the Impacts of Health Insurance Advertising’s Prevention-focused Strength and its Matching with Product Page’s Promotion Cues on Customer Conversion
指导老师：	任星耀
中文关键字：	医疗健康营销；防御聚焦强度；促销线索；客户旅程；序列协同
英文关键字：	Healthcare Marketing; Prevention-Focused Strength; Promotion Cues; Customer Journey; Sequential Synergy
中文摘要：	健康险的发展，对于推动全民健康覆盖具有重要意义，有利于给社会和人民带来福祉。然而，在健康险行业的发展中，一直都面临着众多的挑战。数字化技术的发展给健康险行业的发展带来了新的机遇，企业越来越多的应用数字化媒体进行营销沟通。在数字化媒体的消费者购买旅程中，企业与消费者间有多个触点，企业需要抓住这些触点与消费者进行有效沟通，从而提升其购买转化率。虽然实践中已有企业整合了广告视频与产品页，消费者可以在观看广告后直接点击访问产品页完成购买，但是学术界尚没有研究从客户旅程设计的视角，考虑数字媒体广告设计和产品详情页设计之间的协同。此外，现有医疗健康营销沟通领域相关研究也存在不足之处，过往部分研究指出防御聚焦信息在医疗健康领域会有更好的说服效果，但是目前还没有研究关注防御聚焦强度如何影响广告效果。本研究将消费者客户旅程划分为两阶段，探索广告防御聚焦强度对消费者点击访问产品页的影响和广告防御聚焦强度与产品页的匹配对消费者购买转化的影响。 本文梳理了医疗健康营销沟通、客户旅程、跨媒体协同、自我积极偏差以及一致性相关的文献，提出了研究假设。本文获取了一家互联网保险公司的广告投放和销售数据，进行了假设检验。研究一对该公司广告投放数据进行回归分析，检验健康险广告防御聚焦强度对产品页点击的影响；研究二对匹配上该公司的销售数据进行回归分析，检验健康险广告防御聚焦强度与产品页促销线索的匹配对产品购买的影响。 结果表明，随着健康险广告防御聚焦强度的增强，消费者点击访问产品详情页的可能性上升；而当产品页促销线索为稀缺性（vs.畅销性）线索时，广告防御聚焦强度增强，能给消费者带来更加一致的客户旅程体验，提升购买转化。本文的研究发现为医疗健康营销沟通提供了指导，本研究提出了一个新的广告特征变量——防御聚焦强度，在医疗健康营销沟通过程中，可以通过提高防御聚焦信息强度增加广告说服效果。本研究也为企业数字媒体营销沟通提供了理论指导，本研究整合了广告设计和产品页设计两方面的研究，探索了两者的序列协同效应，在企业通过数字媒体平台进行营销时，需要考虑不同媒体之间的序列协同，给消费者带来更加一致的消费体验，并提升购买转化。
英文摘要：	The development of health insurance is of great significance to promoting universal health coverage and is conducive to bringing well-being to society and the people. In the development of the health insurance industry, it has always been faced with many challenges. The development of digital technology has brought new opportunities to the development of the health insurance industry, and more and more companies are using digital media for marketing communication. In the consumer purchase journey of digital media, there are multiple touchpoints between enterprises and consumers. Enterprises need to grasp these touchpoints to communicate effectively with consumers, so as to increase their purchase conversion rate. Although some companies have integrated advertisings and product pages in practice, consumers can directly click to visit the product page to complete the purchase after watching the ad, there is no academic research that considers both digital media advertising and product pages from the perspective of customer journey design. In addition, there are deficiencies in the existing research of healthcare marketing communication. Some previous studies have pointed out that prevention-focused information has a better persuasive effect in healthcare marketing, but there is no research on how the strength of prevention focus affects advertising effectiveness. This study divides the consumer journey into two stages, and explores the impact of advertising’s prevention-focused strength on consumers' clicks to visit product pages and the impact of the matching between advertising’s prevention-focused strength and product pages on consumer purchase conversion. This paper reviews the literature related to healthcare marketing communication, customer journey, cross-media synergy, self-positivity bias and consistency, and puts forward research hypotheses. This paper obtained the advertising and sales data from an Internet insurance company, and conducted hypothesis tests. Study 1 conducted a regression analysis based on the company’s advertising data to test the impact of health insurance advertising’s prevention-focused strength on product page clicks. Study 2 conducted regression analysis by merging the company’s sales data to test the impact of the matching between health insurance advertising’s prevention-focused strength and product page’s promotion cues on product purchases. The results show that with the increase of health insurance advertising’s prevention-focused strength, consumers are more likely to click to visit the product page. And when the product page’s promotion cue is scarcity (vs. popularity) cue, the increase of advertising’s prevention-focused strength creates a more consistent customer journey experience, which improves purchase conversion. The findings of this paper provide guidance for healthcare marketing communications, in which the persuasion effectiveness of advertising can be improved by using prevention-focused messages. This study also provides theoretical guidance for digital media marketing of enterprises. Firms should consider the sequential synergy among different media, so as to create a more consistent customer journey experience and improve the purchase conversion.
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