The Impact Of Ads Appeals Moderation On Introversion/Extroversion Consumers’ Purchase Decision

We do this research is to explore consumer’s with different kinds of character’( Introversion/Extroversion) purchase decision making, when they are faced with different advertising appeals.This research adopts questionnaire and the experimental method. The research adopts entity advertising(from Samsung) and Introversion/Extroversion questionnaire based on C.J. Jung’s theory, which developed by a psychologist from Japan. According to the score of purchase intention, this research can measure the level of consumers’ purchase decision of buying the product indirectly. Based on these results, we include that which kinds of advertising can draw consumers’ attention and hold consumers’ mind.One of innovative points of this study is to select subjects from college and Senior High School. The difference was analyzed between two groups. Secondly, the study using the entity advertising appears on television and the Internet instead of simple advertising materials made by researchers. Besides, the process of choosing advertise is very strictly. The most important is the relationship between consumer and Introversion/Extroversion is researched.The study results show both the methods of advertisement appealing and Introversion/Extroversion have a significant impact on purchase decision making. At the same time, there is a significant interaction between Introversion/Extroversion and advertising appeals. When the product is phone, people are glad to buy the phone after they watch the reasonable advertisement appear. People who are Extroversion have a high purchase intention level. And when the two factors are united, consumers have the strongest willingness to consumer. On the contrary, people are not will to purchase.