的语言风格对消费者购买意图的影响
1Business School, Putian University, Putian, Fujian, China.
Frontiers in psychology
|July 8, 2024
概括
电子商务语言风格显著影响消费者购买意愿,特别是当将情感/逻辑吸引力与快乐/实用产品相匹配时. 本研究探讨了这种相互作用,以获得更好的销售策略.
科学领域:
- 营销 营销 营销 营销 营销
- 消费者行为 消费者行为
- 电子商务是电子商务.
背景情况:
- 电子商务在直播销售中至关重要,影响消费者购买决策.
- 语言风格,产品类型和消费者购买意愿之间的相互作用是研究不足的.
- 了解这些动态对于优化新媒体时代销售策略至关重要.
研究的目的:
- 研究语言风格 (情感与逻辑) 和产品类型 (快乐与实用) 之间的相互作用.
- 分析这些相互作用影响消费者购买意愿的机制.
- 为电子商务企业提供基于消费者感知价值和SOR理论的实际建议.
主要方法:
- 使用刺激-有机体-反应 (SOR) 理论框架.
- 采用消费者感知价值的观点.
- 通过问卷调查进行经验分析,以检查变量相关性.
主要成果:
- 该研究确定了特定 anchor语言风格和影响购买意愿的产品类型之间的显著相互作用.
- 消费者感知价值在语言风格,产品类型和购买意图之间的关系中起到调解作用.
- 不同的语言吸引力对不同的产品类别更有效,影响销售结果.
结论:
- 根据产品类型定制语言风格对于最大限度地提高消费者在实时电子商务中的购买意愿至关重要.
- 企业应该利用对情感和逻辑吸引力的发现,分别为享乐和实用产品.
- 这项研究提供了更深入地了解驱动在直播商业购买决策的心理机制.
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