The Influence Of Enterprise Information Presentation Methods To Customer Expectations

The purpose of the enterprise advertising is to stimulate people's consumption desire. Based on the difference of the need for cognition, customers have different expectations of enterprise products and services. Then what kind of information can meet customer expectations? Such as the information presents in what kind of language, form, image, graphics and media? As an intermediate mechanism between information stimulus and response behavior, the role of customer expectations are often overlooked. This paper discusses the moderating effect of cognitive needs between enterprise information presentation and customer expectations.Under the premise of research scholars before, summarizes four way of enterprise information presentation, such as information load capacity, presentation skills, design features and accessibility. And combining with two types of customer expectations sets up a theoretical model to explore the relationship of cognitive needs, enterprise information presentation methods and customer expectations. Using SPSS for data analysis to validate the theoretical hypothesis and research model is established or not, which collecting from questionnaire survey of college students. Conclusions show that, first, the presentation way of enterprise information has a significant impact on possible attributes expectation, and the impact on important attributes expectation is not significant. Second, the cognitive needs have significant moderating effect between enterprise information presentation methods and possible attributes expectation, the effect is also not significant on important attributes expectation. Third, the impact of enterprise information presentation methods on low cognitive customers are greater than the high cognitive. Therefore, effective information presentation requires that enterprises must have a proven way of knowing the market.