Eye-tracking Study On The Influence Of Message Framing And Message Targeting Effect On Public Green Commuting Decision

In recent years,traffic congestion has gradually become a major problem in China’s urban development.How to effectively solve urban traffic congestion and ensure the daily travel needs of the public urgently needs in-depth discussion.Green commuting is an effective means to achieve the sustainable development of urban transportation in China,which is of great significance to China’s urban modernization.It is necessary to advocate the public to choose green travel methods,pay attention to walking,bicycle travel,rail transit and other modes,and implement green transportation-oriented urban green transportation planning.When the public makes green commuting decisions,effective information promotion can affect the public’s perception,and then affect the public’s willingness to go green.Therefore,this paper attempts to combine the message framing and message targeting influencing factors in green travel advertising promotion,and uses eye tracking technology to study the effect of different text information combination strategies in the decision-making process of green travel.This paper reviews the message framing,message targeting,and public green commuting decision-making related research results.Study 1 uses questionnaire survey method to explore the influence of green travel advertising slogans with different information combinations on public green travel decision-making,which lays a foundation for experimental research.Study2 conducted an eye tracking experiment,using 2(message framing: gain and loss)x 2(message targeting: self and others)experimental design between participants,to explore the impact of text information elements in advertising on participants’ green travel decisions,and analyze the participants’ information processing of green travel advertising.The results of questionnaire surveys and eye tracking experiments show that:(1)the information of the benefit framework is more effective than that of the loss frame;(2)The information referenced by self-goal is more suitable for the promotion of green travel than the information referenced by others;(3)the message framing(gains and losses)and the message targeting(self and others)have an interactive impact on the public’s information cognitive behavior;(4)The average fixation time of the fixation point plays a mediating role in the path where the message framing and the message targeting jointly affect the public’s willingness to accept green travel.Therefore,this study puts forward the following suggestions: when promoting green travel advertisements,we should consider the text information promotion strategy,increase the revenue framework and information prompts related to the public itself,improve the public’s attention to the information of green travel,and cultivate their green travel intentions;Enterprises and governments should publicize and popularize green travel knowledge to the public and improve the public’s willingness to go green.The results of this study have reference significance for determining the information promotion strategy of green travel,which not only brings certain inspiration to the relevant research in the field of decision psychology,but also creates certain application value for the field of advertising psychology and marketing psychology.