Sensory Interaction Based On Product Cues Research On The Impact Of Consumers' Purchasing Intention

With the increasing degree of product homogenization,it is increasingly difficult for consumers to identify and differentiate products on the market,making it more difficult for consumers to purchase.Therefore,modern enterprises pay more attention to individualized development,emphasizing on the basis of consumer experience and increasing product value by increasing the uniqueness of products or services.In this context,sensory marketing has become a strategy and means for modern enterprises to enhance the unique experience of consumers.In real life,it is more common that multiple senses affect consumers' perceptions,attitudes and behaviors.Multi-sensory interactions can convey deep and comprehensive information more than a single sensory stimulus,and enhance consumers' perceptions and impressions of products or services.At present,the academic research on the influence of multi-sensory interactions on consumers still focuses on specific senses,and does not systematically explain the mechanism of the influence of sensory interactions on consumers.At the same time,scholars have disputed the results of inconsistent sensory interactions: inconsistencies have a negative impact on consumers,but sometimes they can achieve positive marketing results.Based on this,it explores the mechanism of sensory interaction effect on consumers' purchasing intention,explains the reasons for different effects of interaction inconsistency,and is of great significance for enriching and perfecting the relevant research of sensory interaction to help enterprises accurately implement sensory marketing strategies.In order to solve the controversial problems of scholars' sensory interaction effects,and to help modern enterprises deal with product homogenization and promote consumer purchase,this paper divides sensory interaction effects into interactionconsistency and inconsistency based on product clues.Regarding unique perception and risk perception as mediator variables,the paper determines the specific path of action based on product cue sensory interaction effects on consumers' purchasing intention.In addition,by introducing two regulatory variables of consumer regulatory focus and brand strength,it is explored whether the influence of sensory interaction effects based on product clues on consumers' purchasing intention is different under the adjustment of different consumer types and different brand strength.According to the characteristics of the research object and the research content,this paper adopts the experimental method of situation simulation to make the participants complete the questionnaire,and then use SPSS20.0 to process and analyze the data,and finally draw the main research conclusions of this study.The results show that: First,uniqueness and risk perception play a mediating role in the influence of sensory interactions based on product cues on consumers' purchasing intention.When the interaction is consistent,the consumer's uniqueness and risk perception of the product is lower than the interaction inconsistency,the unique perception positively affects the purchase intention,and the risk perception negatively affects the purchase intention.Second,regulatory focus and brand strength will modulate the impact of interaction effects on uniqueness and risk perception.When the interaction is inconsistent,the effect of promoting orientation on unique perception is significantly higher than that of defense orientation.The influence of defense orientation on risk perception is significantly higher than that of promoting orientation;the influence of strong brand on unique perception is significantly higher than that of weak brand,and the influence of weak brand on risk perception Significantly higher than the strong brand.When interactions are consistent,there is no significant difference in the impact of uniqueness and risk perception between adjustment orientation and brand strength.Third,there is an interaction between sensory interaction,adjustment orientation and brand strength.When the interaction is inconsistent,the strong brand will further strengthen the influence of orientation on the unique perception and weaken the impact on risk perception;the weak brand will further strengthen the influence of defense orientation on risk perception,weaken the impact on unique perception;when the interaction is consistent,the brand strength Theinteraction with the regulatory focus has no significant difference in the impact of uniqueness and risk perception.According to the above research conclusions,this study puts forward a series of practical marketing inspirations and suggestions in the aspects of establishing personalized product push mechanism based on consumers' personal characteristics and strengthening enterprise brand strength construction.Finally,it also objectively pointed out the limitations of this research in terms of product types,research methods and perspectives,and proposed possible future research directions.