Research On The Persuasion Effect Of Product Description's Creativity

With the prosperity of e-commerce,the maturity of logistics system and the popularity of smart mobile devices,consumers have become accustomed to shopping for products online,sometimes browsing and,at other times,buying.Enterprises also spend a lot of energy to develop the best product display strategy to attract consumers with the rapid development of e-commerce.Although product appearance is one of the important factors for online marketing environment,the impact of product description on consumers' purchase decisions can not be ignored too.For this reason,enterprises write product descriptions in a creative way.The most common one is similar to the execution skills of advertising creativity,that is,using rhetorical devices with analogical thinking,such as metaphor and personification,to present product descriptions high in creativity to consumers.On the other hand,the product description low in creativity does not use this kind of rhetorical device,and most of the words used in it retain their literal meaning.However,for the consumers who are faced with numerous marketing information,whether the product description's creativity can play its role;if compared with the product description low in creativity,the persuasion advantage of high creative product description does exist,what aspects of persuasion effect are reflected;and whether there exist boundary conditions for the above persuasion effect.These are issues that enterprises need to identify in order to adopt a more reasonable way of product description to attract consumers and stimulate consumption.Based on the research of advertising creativity and Persuasion Knowledge Model,the current research studies the persuasion effect of product description's creativity,that is,the direct effect of product description's creativity on consumer behavior intention,the mediating role of perceived effort,perceived message strength and product attitude,as well as the moderating effect of construal level,message involvement,trust cues.By adopting product attitude including two dimensions of utilitarian attitude and hedonic attitude,and at the same time subdividing behavior intention into purchase intention and intention to visit the dealer,the current study constructs a persuasive effect model of product description's creativity,clarifies the mechanism of the persuasive effect of product description's creativity,and verifies the model under different boundary conditions.Therefore,the study makes contributions in the following three aspects:First,in exploring the persuasive effect of product description' creativity on behavioral intention,the research bases on the Elaboration Likelihood Model,introduces construal level as the moderating variable,and finally constructs a single moderate research framework in study 1.Through four experiments,the results show that compared with product description low in creativity,product description high in creativity has a significant persuasive effect on consumers' behavior intention,and for individuals with high construal level,the persuasive effect will be enhanced;on the contrary,the persuasive effect will be weakened.Second,based on study 1,in exploring the persuasive effect of product description's creativity on product attitude,study 2 combines with Elaboration Likelihood Model and constructs a moderated mediating research framework with message involvement as the moderating variable.Through three experiments,the results show that compared with product description low in creativity,product description high in creativity has the advantageous persuasive effect on product attitude;in the situation of high message involvement,the persuasive effect of product description's creativity on product attitude is enhanced,thus promoting behavioral intention;on the contrary,the persuasive effect is weakened.Finally,combined with study 2,in exploring the persuasive effect of product description's creativity on perceived effort and perceived message strength,study 3bases on the Reader Response Theory and the Heuristic-Systematic Model,constructs a parallel mediating and serial mediating research framework with trust cues as the moderating variable.Through three experiments,the results find that compared with product description low in creativity,product description high in creativity has a significant persuasive effect on perceived effort and perceived message strength.In the context of high trust cues,the above-mentioned persuasion effect is enhanced,which further promotes product attitude and behavior intention;while under the situation of low trust cues,the above-mentioned persuasion effect is weakened correspondingly.This research systematically discusses the persuasion effect of product description's creativity in e-commerce context,which has certain theoretical value and practical significance for the related research of creative marketing information,and provides a possible explanation path for the persuasion effect of creative marketing information generated by enterprises.The results of this study are helpful for the major e-commerce platforms and enterprises to better design product descriptions,present product advantages,and provide decision-making reference for expanding consumer demand;and offer theoretical insights for consumers to shop rationally and guard against the trap of consumerism.