| Recently,with the popularity of the Internet and smart phones,Online advertising has gradually come into public view and attracted wide attention.Advertisers are gradually shifting from traditional print and TV ads to online ads with more precise targets and larger audiences.The reason behind this spread lies in the advantages that online advertising possesses,such as low-cost usage fees,easy and fast information sharing,keyword-based search for specific targets,and an overview of effectiveness data that can be based on the number of clicks or views.In addition,online advertising enables the widespread dissemination of information to the world.The consumer’s purchase intention is a crucial indicator that is closely associated with the advertised goods / advertisements.It is influenced by both the consumer’s personal attitudes towards a product or brand,as well as external factors.When consumers buy goods,they search for relevant products based on their past experience and information in the external environment.They compare and evaluate different options before ultimately making a purchase decision.In consumer behavior and marketing research,purchase intention is often used as a metric to measure the likelihood of actual purchase behavior.Platforms often display ads with an advertising logo(e.g.,"AD")in one corner of the product image,usually in the lower right corner with low transparency.This meets the requirements of advertising law from the merchant’s perspective while being inconspicuous to the buyer as a promoted product.However,consumers may mistakenly believe that it is a relevant product based on their search;however,for the buyer,if it is visible as an advertisement,but an obscure one,the buyer may feel a sense of advertising intrusion or resistance.That is,while advertising can positively influence consumer response by increasing individual perceived relevance,such advertising may also be perceived as intrusive.It is worth exploring how the item pushed by an advertisement affects their psychological behavior,and whether the advertising logo itself affects consumers’ willingness to buy.These are all things worth exploring.Therefore,this study aims to explore people’s attitudes toward advertised goods and their purchase behavior in this new advertising environment.It has been shown that there is a significant correlation between advertisement attitude and purchase intention,and that attitudes toward advertising affect not only purchase intentions but also brand memorability.Advertisement attitude refers to consumers’ perceived and emotional preference for advertising content.Some researchers have proposed that advertising attitudes are the relative tendency to approve or disapprove of advertising in general that developed through their continuous exposure to advertising and evoking a range of positive and negative cognitive and emotional reactions.Hovland’s model of attitudinal persuasion argues that prior disclosure of persuasive intentions when trying to change an individual’s attitude may create opportunities for recipients to develop opposing arguments,thus greatly enhancing resistance to attitude change,i.e.,advance warning.Thus,when consumers see advertised goods while browsing for products,they spontaneously resist psychologically because the platform actively pushes and presents the product to them,potentially making them feel intruded upon or manipulated.This study employed a combination of questionnaire and experimental methods to investigate this issue,using images of products commonly advertised on online shopping platforms as experimental materials.Two studies,consisting of a total of eight experiments,were conducted to explore people’s willingness to purchase online merchandise advertisements and to further investigate the underlying reasons for the appearance of such behavioral manifestations.Study 1 established the existence of a negative effect of “Advertisement” logos on online goods and consisted of five experiments.Experiment 1 asked participants to show their preference between identical products with and without “Advertisement” logos.The majority of participants preferred the product without the “Advertisement” logo.Experiment 2 used a between-participants design,in which participants were asked to show their purchase intention for each product separately.It was found that people had lower purchase intention for products with “Advertisement” logos.Experiment 3 asked participants to predict the purchase intention of others when faced with the same product.The results indicated that the participants generally guessed that people would be more reluctant to buy products with “Advertisement” logos.Experiment 4 used a similar questionnaire and asked participants to assess their intention to recommend others to buy these products.Participants were more likely to Discourage others from buying products with “Advertisement” logos.Experiment 5 shifted the dependent variable indicator from purchase intention to a more direct one----click intention and found that people were even more reluctant to click on images of products with “Advertisement” logos.Study 2 further explored the reasons for the existence of negative effects of advertising products on people,consisting of three experiments.Experiment 1 investigated mainly whether the two products differed subjectively in terms of quality or experience for consumers from the perspective of consumer awareness.The results of participants’ choices showed no significant difference between them.Experiment 2 explored the unconscious reasons for people’s reluctance to buy products with“Advertisement” logos by the implicit association test(Go/No-Go Implicit Association Test).The results showed that the participants unconsciously associated the word "advertisement" with negative words.Experiment 3,also using the implicit association test(Go/No-Go Implicit Association Test),found unconscious reasons for people’s reluctance to buy products with advertisement logos,but the experimental material was changed for further validation.Participants showed a stronger association between the word "advertisement" and negative words.Collectively,people were generally less willing to buy products with “Advertisement” logo.The source of this reluctance is not their conscious subjective perception,but their unconscious aversion and avoidance of the word "advertisement".Two studies were conducted,and both concluded that online consumers are less likely to buy or click on products with advertisement logos.Furthermore,this negative effect is not based on the consumers’ perception of the product’s quality or experience,but rather their unconscious response to the word "advertisement". |
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