广告信息对非欺诈性仿冒奢侈品购买意愿影响研究  

Influence of Advertisement Message on Consumers' Non-Fraudulent Counterfeit Purchase Intention

作　　者：陈洁[1] 韦俊龙 杨梦泓[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《管理评论》2016年第7期120-129,共10页Management Review

基　　金：国家自然科学基金项目(71472124;71072062);长江学者和创新团队发展计划资助(PCSIRT:IRT13030);上海浦江人才计划(13PIC071);上海交通大学SMC-晨星青年学者奖励计划资助

摘　　要：利用调节聚焦理论进行广告信息的设计以增强其说服力是近年来营销领域所关注的热点。以往研究发现,促进聚焦信息以获益框架表达时说服力更强,防御聚焦信息以损失框架表达时说服力更强。然而,对于既有炫耀性又存在可能被识别出仿冒品风险的仿冒奢侈品购买行为而言,调节聚焦广告信息和信息框架的说服效果可能有所不同。实验一(文字信息)与实验二(视频信息)发现,以促进聚焦损失框架表达及和以防御聚焦获益框架表达的信息说服力更强。实验三的研究进一步表明这一结论仅对面子意识强的消费者成立;而对于面子意识弱的消费者,这种不匹配使得信息说服力更强的效应则不存在。The application of regulatory focus theory in the field of advertisement design is becoming a research focus in marketing. Past researchers find that promotion-focused message is more persuasive in gain frame than in loss frame,while prevention-focused message is more persuasive in loss frame than in gain frame. However,the ads＇ message persuasion effect may be different based on the regulatory focus message and message frame,because counterfeit luxury product is not only conspicuous,but also has some risk of being identified.Study 1（ written message） and study 2（ video message） find that a promotion-focused message with loss frame is more effective at persuading people not to purchase counterfeit,while a prevention-focused message with gain frame is more effective. Study 3 find that this effect only appeares among consumers with strong face consciousness. Among consumers with weak face consciousness,the incongruity effect does not exist.

关 键 词：公益广告 广告信息 调节聚焦 信息框架 仿冒奢侈品 

分 类 号：F713.55[经济管理—市场营销] F713.8[经济管理—产业经济]