The Influence Of Advertising Appeal On Purchase Intention

With the rapid development of the information age,the traditional business belief that good wine needs no bush has no longer held water any more.Merchants and brands all feel eager to make their products be recognized,accepted and ultimately purchased by their target audience.Advertising should be one of the most important carriers during the progress when product or services are being publicized.To say what to the customers and how to say it are the questions that have been long considered and explored by advertisers.Starting from the advertising appeal,this paper focuses on exploring whether and how it influences the purchase intention and further investigate if customer perceived value play a meditating role between the two.Based on the existed theories,this paper presents its own theoretical model in which advertising appeal is the independent variable,purchase intention the dependent variable,customer perceived value the mediator and customer involvement degree the moderator.In this model,advertising appeal is divided into rational appeal and emotional appeal while customer perceived value is divided into three dimensions,functional value,emotional value and social value.Literature retrieval,questionnaire and empirical analysis are adopted in this paper with analysis methods including descriptive statistics analysis,validity and reliability analysis and regression analysis.We get to these conclusions after empirical analysis: advertising appeals,rational and emotional,both have significant effect on purchase intention;Customer perceived value does have mediating effect between advertising appeal and purchase intention,either totally or partially except that social value proves no effect between rational advertising appeal and purchase intention;Customer involvement degree plays an enhanced regulating role when advertising appeal affects customer social value.