单双面信息广告、产品卷入度对购买意愿的影响与调节  

The Influence and Moderation of Single and Double-sided Message Advertisement,Product Involvement on Purchase Intention

作　　者：高红阳 马志远 闫心池 Gao Hongyang;Ma Zhiyuan;Yan Xinchi

机构地区：[1]东北师范大学传媒科学学院(新闻学院)广告学系 [2]东北师范大学传媒科学学院(新闻学院) [3]广东省深圳市坪山区科悦实验小学 [4]温州商学院传媒与设计艺术学院传播与广告学系

出　　处：《现代广告》2024年第11期22-29,共8页Modern Advertising

基　　金：吉林省哲学社会科学智库基金招标项目“吉林省文化品牌价值提升与传播对策研究”(项目编号:2104014);吉林省新文科研究与改革实践项目校内培育项目“新文科广告学创新创业教育与实践”(项目编号:131003393)的阶段性研究成果。

摘　　要：本研究基于耶鲁学派的说服理论,探究信息的双面性对消费者购买意愿的影响,以及卷入度对该影响的调节作用。结合ELM模型、归因理论和学者们以往的相关研究提出本文研究假设,并采用2(单/双面信息)×2(高/低卷入度)实验法对假设进行检验。研究发现,产品卷入度在单、双面信息广告影响消费者的购买意愿中起调节作用;对于低卷入度产品,单双面信息广告对消费者购买意愿的影响无显著差别;对于高卷入度产品,单面信息广告比双面信息广告更利于提高消费者的购买意愿。Based on the Yale School’s persuasion theory,this study investigates the effect of two-sidedness of information on consumers’purchase intention and the moderating effect of involvement on this effect.The hypothesis was tested using a 2(single/double-sided message)×2(high/low involvement)experimental method,combining the ELM model,attribution theory and previous research.It is found that product involvement plays a moderating role in the influence of Single and double-sidedmessage ads on consumers’purchase intention;for low-involvement products,there is no significant difference between Single and double-sided message ads on consumers’purchase intention;for high-involvement products,single-sided message ads are more beneficial than two-sided message ads in increasing consumers’purchase intention.

关 键 词：双面信息 卷入度 购买意愿 说服 广告效果 

分 类 号：F27[经济管理—企业管理]