Study On The Influence Of Advertising Appeals On Consumer Purchase Intention

Nowadays,advertisement has fills in every corner of our life, study and work. It’s entertainment and authenticity can make consumers like the advertisement. At the same time,it may lead consumers to produce purchase intention. Accordingly, it determines the research direction of this paper.Firstly, it is to determine the research content of this paper. Basically,the entertainment, information and authenticity of advertisement is demonstrated by the use of advertising appeals, therefore, the contents that I will research is the effect of advertising appeals on purchase intention.Through referring to the relevant literature, I find that advertising appeals affect the customer attitude obviously, while the attitude can have an effect on customer’s intention. Namely,we can set up an attitude’bridge’ between advertising appeals and purchase intention, through the study that advertising appeals influence attitude and attitude affects purchase intention, we can study the influence of advertising appeals on consumer purchase intention.Secondly, it’s to build a theoretical model.Constructing the theoretical model is unique in this paper.in the process of model construction.The variable attitude is divided into two dimensions of cognition and affection which refers to the previous study. Namely, theoretical model includes five variables,they are emotional appeal, rational appeal, cognition and affection.In order to verify the hypothesis, we design some scales for the rational appeal, emotional appeal, cognition, emotion and purchase intention. And then a questionnaire survey is conducted. Using the software of SPSS20.0and Lisrel8.70carry on the analysis to the results of the questionnaire survey, using structural equation fit to the results, and obtains the optimal model.Finally, the analysis results show that the emotional appeal affects cognition and affection strongly,rational appeal influence cognition and affection as well,the different is its influence relatively weak.The emotional dimension of attitude plays an intermediary roIe.The emotional appeal also directly has an impact on consumer purchase intention. Based on the conclusion of the analysis, some suggestions to the enterprises’ marketing are put forward.