The Effect Of Voice "Warm-Competence" Characteristics On Purchase Intention Of Opposite-Gender Vocal Advertising

The opposite-gender vocal advertising refers to audio ads with opposite-gender voices that are targeted to them according to the goal of advertising.This study aimed to explore the effects of voice warmth characteristics and competence characteristics on purchase intention in opposite-gender vocal advertising.At the same time,to explore whether this effect differs in different contexts,gender and product type were introduced as moderating variables.In the preliminary experiment of study 1,voice warmth and competence traits were distinguished on two dimensions: 2(high warmth trait vs.low)×2(high competence trait vs.low).In the formal experiment of study 1,a three-factor mixed experimental design was adopted: 2(high warmth trait vs.low)×2(high competence trait vs.low)×2(male vs.female),in which voice warmth trait and competence trait were intrasubject variables,and gender was inter-subject variable,and purchase intention is dependent variable..In the preliminary experiment of study 2,voice warmth and competence traits and commodity type were distinguished in 3 dimensions: 2(high warmth traits vs low)×2(high competence traits vs low)×2(practical vs hedonistic).In the formal experiment of study 2,a four-factor mixed experimental design was adopted: 2(high warmth traits vs low)×2(high competence traits vs low)×2(utilitarian vs hedonistic)×2(male vs.female),in which voice warmth traits,competence traits and commodity type were the internal variables of the subjects.Subject gender is an intersubject variable,and purchase intention is dependent variable.The results of this study showed that:(1)The voice warmth traits and ability traits of opposite-gender advertisement had a significant impact on purchase intention,that is,the higher the score of voice warmth traits or ability traits,the stronger the purchase intention.(2)Gender plays a moderating role in the influence of voice warmth-ability traits on the purchase intention of opposite-gender vocal advertising,that is,when the gender of the audience is male,the higher the warm characteristics of the advertising voice,the stronger the purchase intention;When the gender of the audience is female,the higher the ability trait of the advertising voice,the stronger the purchase intention.(3)The type of product plays a regulating role in the influence of voice warmth-ability traits on the purchase intention of opposite-gender vocal advertising,that is,when the product type is utilitarian,the higher the ability characteristics of the advertising voice,the stronger the purchase intention;When the product type is hedonistic,the warmer the advertising voice,the stronger the purchase intention.(4)The influence of voice warmth-ability traits on purchase intention was different under different combinations of gender and product type,that is,only when female audiences evaluate utilitarian product ads,the higher the competence trait score of voice,the stronger the purchase intention,and when both male and female audiences evaluate hedonistic product ads,the higher the ability trait score of voice,the stronger the purchase intention.Based on this,merchants can be provided with suggestions for designing audio ads with opposite-gender vocal advertising to maximize audience purchase intentions.If the product type is utilitarian,for female audiences,try to choose a voice with high ability characteristics.If the product type is hedonistic,for both male and female audiences,try to choose a warm voice.