Influence of message appeal strategies on online consumer purchase intention: The moderating role of utilitarian and hedonic products
| Autor: | Chun-Yu Lu, 呂峻瑜 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 This study investigated the influence of message appeal and information display on product attitude and purchase intention in online auctions, and conducted a 2(text-based/ picture-based) x 2(rational appeal/emotional appeal) x 2(utilitarian product/hedonic product) online experiment involving 261 subjects. Product type moderates the effects of message appeal strategies and information display on consumer attitude and purchase intention. The experiment results demonstrated that subjects’ attitudes are more positively when employing online auctions to sell utilitarian product using rational appeal and picture-based, and hedonic products using emotional appeal and picture-based, to present product information. Consumers prefer to see product descriptions employing picture rather than text based in online auctions. Consumer attitudes toward products are positively related to purchase intentions. This finding offers potential for finding better ways for sellers should first consider product attributes, then choose the best way to present their product. They also need to consider about the numbers of products and quality, and notice consumer attitude for product. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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