Research On The Influence Mechanism Of Entertainment Marketing Continuity On Consumers' Willingness To Purchase

Under the background of homogeneity increasingly competitive market,companies are looking for can quickly attract the consumers "eyeball" mode of transmission.And entertainment marketing is the brand dissemination and the target consumers to emotional appeals to integrate a way of marketing,is not only a means of marketing,or a marketing thinking,but also the current and future of winning another marketing tool.Consumers in the moment the information explosion,the increasingly heated competition and social pressure in real l-ife for daily consumption of "relaxed,entertainment".With the popularity of the Internet,however,a flash in the pan of entertainment marketing,greatly reduces the consumer to the enterprise or the memory of the brand.Often "one-off" entertainment marketing to consumers "hi" is not enough,it is difficult to capture consumers' hearts,in the long run,this to a certain extent,affected theenterprise's market share.Therefore,after the "one-off" entertainment marketing,Enterprise how to weaken its negative impact to consumers and entertainment marketing duration how to influence consumers' purchase intention has important practical significance.Paper from the enterprise itself and the two individual consumer`s perspective,tries to reveal the entertainment marketing duration psychological mechanism ofinfluence on consumer purchase intention.First of all,from the perspective of enterprise itself,the entertainment marketing duration influence whether consumers purchase intention;When enterprise's entertainment marketing does not have duration,adjust the entertainment marketing theme and brand image fit would alleviate the negative of consumer purchase intention;Secondly,starting from the consumer characteristics,to test the different consumers involved in the entertainment marketing theme and brand image fit perspective entertainment marketing duration adjustment effects on consumer purchase intention;Finally,using structural equation model focuses on the entertainment marketing durationto influence customers purchase intention of path dependence relationship between the influence mechanism.The method of this study is combined with psychological experiments and SEM.Among them,the study are the subjects of college students as a consumer group samples,including research one,two,three by laboratory experiment method by two layers of progressive and related experiments,using analysis of variance(ANOVA),T test and other modern statisticalanalysis method,the related analyses the theoretical hypothesis and conclude the;And studies four modeling method using structural equation modeland AMOS,the entertainment marketing duration relationship with consumer purchase intention between path is verified,which reveals the influence mechanism.Paper main research conclusions include: first,the entertainment marketing durationimpact on consumer purchase intention have significant difference,namely the entertainment marketing with duration of consumers purchase intentionis higher than the entertainment marketing without duration of consumer purchase intention.Second,the entertainment marketing duration impact on consumerpurchase intention by entertainment marketing to adjust to fit.Specifically,under the condition of high fit the entertainment marketing,there is no significant difference between the duration of entertainment marketing consumer purchase intention and that entertainment marketing consumer purchase intention with no duration;Under the condition of low fit the entertainment marketing,duration of entertainment marketing consumer purchase intention than the duration of entertainment marketing consumer purchase intention;At the same time,also verify the entertainment marketing duration and entertainment marketing fit were the main effect on consumer purchase intention.Third,the duration of the entertainment marketing and entertainment marketing fit on consumer purchase intention by consumers involved in the influence of the degree of adjustment.When consumers involved in degree is high,the entertainment marketing fit effects on consumer purchase intention and entertainment marketing duration,the regulating effect of disappear,no matter how fit,entertainment marketing duration impact onconsumer purchase intention there was no significant difference,and consumer purchase intention are at a higher level;When consumer involvement in the low degree of entertainment marketing fit effects on consumer purchase intention and entertainment marketing duration,the regulating effect of the same,namely high fit no matter what the duration of entertainment marketing consumer purchase intention there was no significant difference;Low fit,the duration of the entertainment marketing has the remarkable difference influence on consumer purchase intention.Fourth,through path analysis,the duration of entertainment marketing environment,consumer experience has a significant positive effect on brand loyalty,the brand loyalty of consumer to there is a direct positive influence on consumer purchase intention is,so the brand loyalty in duration entertainment marketing's influence on consumer purchase intention have complete mediation effect in the path.This paper argues that enterprises should pay more attention to the entertainment marketing fit and consumer personal traits in weakening the duration of entertainment marketing influence positive role.On the one hand,enterprises should pay attention to improve the entertainment marketing theme and brand image fit;Enterprise,on the other hand,by providing interactive experience and so on ways to improve the involvement of the consumer to enhance consumer purchase intention.Enterprises in the process of entertainment marketing must try to take measures to improve consumer brand loyalty,which minimize the effect of "one-time" entertainment marketing.