认知锁定情境下网络广告信息框架如何影响消费者决策  

How Does the Information Framework of Online Advertising Affect Consumers Decision-making in the Context of Cognitive Lock-in

作　　者：张敏[1] ZHANG Min(School of Marketing&Logistics,Nanjing Financial&Economic University,Nanjing,Jiangsu 210023)

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210023

出　　处：《扬州大学学报（人文社会科学版）》2022年第1期82-94,117,共14页Journal of Yangzhou University(Humanities and Social Sciences Edition)

基　　金：国家社会科学基金一般项目“认知锁定情境下消费者网购决策的调节匹配效应研究”(17BGL091);中国高等教育学会2020年专项课题“高校营销专业类课程数字化教学资源设计与质量评价研究”(2020SZYB07)。

摘　　要：网购情境下,网络广告的有效性成为理论界和实务界关注的焦点。消费者认知锁定调节定向在网络广告信息框架与消费者购买决策模式以及购买意愿之间存在着交互作用的调节匹配效应,消费者购买决策模式是消费者认知锁定调节定向和网络广告信息框架影响消费者购买意愿的中介变量。对此,电商平台应更加深入地洞察消费者,设置更加丰富的网购体验情境,提高广告内容的针对性,实现精准推送,从而有效地帮助商家解决在什么条件下向谁传递什么信息最为有效的问题。Under the situation of online shopping,the effectiveness of online advertising has become the focus of theoretical and practical circles.Consumers cognitive lock-in moderation focus has a moderating fitting effect in the interaction between online advertising information framework and consumers purchase decision-making model and purchase intention.Consumers purchase decision-making model is the intermediary variable of consumers cognitive lock-in moderation focus and online advertising information framework influencing consumers purchase intention.Therefore,the e-commerce platform should have a more in-depth insight into consumers,set up richer online shopping experience scenarios,improve the pertinence of advertising content,and achieve accurate push,so as to effectively help businesses solve the most concerned problem of what information is most effective to whom under what conditions.

关 键 词：消费者认知锁定 调节定向 调节匹配 网络广告信息框架 

分 类 号：F270[经济管理—企业管理] F713[经济管理—国民经济]