Research On Advertising Appeal's Impact On Customers' Purchase Intention

With the continuous development of network technology,the emergence of cloud computing,big data and artificial intelligence enhances the flexibility of time and space,improves the utilization of resources,and can more accurately capture the needs of users,making online shopping more convenient and personalized,and consumers are more willing to shop online.For enterprises,shopping websites provide them with opportunities to contact more consumers,but also invisibly increase the pressure of competition.In order to attract consumers' attention,advertising has become an indispensable means of enterprise online marketing.On shopping websites,product advertisements are various in form and rich in content.Many advertisements can attract consumers' attention.However,how to make consumers purchase willingness through advertisements is a problem that enterprises and advertisement designers have been thinking about.Starting with advertising appeal,this paper studies its influence on purchase intention,and explores the mediating role of brand attitude between them and the moderating role of brand impression.Firstly,this study reads and collates the relevant literature such as advertising appeal,advertising attitude,brand attitude,purchase intention,brand impression,etc.According to the previous research and the opinions of marketing and advertising experts,combined with the research content of this paper,the dimension of variables is selected,the theoretical model of this paper is constructed,and the research hypothesis is put forward.Then,the data are collected by questionnaire survey method and SPSS24.0 and SmartPLS are used.The reliability and validity of SmartPLS were analyzed,and the structural equation model was constructed to verify the hypothesis of the model.Through empirical analysis,the results of this study are as follows:(1)Whether it is rational or emotional appeal,consumers' response to advertising will have a significant positive impact on consumers' brand attitudes.Among them,consumers' emotional response to advertising under rational appeal has a more significant impact on brand attitudes than consumers' emotional response under emotional appeal;(2)Brand attitudes play a mediating role between advertising attitude and purchase intention,and the influence of brand attitude on purchase intention under rational appeal is more significant than that under perceptual appeal;(3)Brand impression has a significant moderating role between advertising attitude and brand attitude,and consumers' brand impression has a stronger positive correlation with brand attitude in rational appeal advertisement.Finally,based on the above conclusions,this paper has the following possible innovations and suggestions for marketing personnel in the study of advertising appeal and purchase intention:(1)There are few studies on the combination of advertising appeal and purchase intention at present,and the research on adding brand attitude and brand impression as intermediary variable and adjustment variable is very little.This paper is considered as a supplement point in this field.(2)The choice of advertising appeal mode should be based on the characteristics of products and the actual needs of consumers,For example,rational appeal advertisement can focus on the appearance and function of the product,while perceptual appeal advertisement pays attention to the interesting content of the advertisement,and pays attention to the performance of product novelty,not only from the perspective of advertisement design and enterprise;(4)When designing advertisements with rational appeal,we can add some elements related to emotional appeal,which can lead to the change of consumers' brand attitude and stimulate their purchase intention.