Study on the interactive effects of advertising appeal and product innovation types on consumers' purchase intention

Abstract

Because of its innovative improvement, the new product enhances the user's sense of experience in the process of using the product, and wins the favor of consumers, and becomes the priority choice of most consumers when purchasing similar products. Product innovation has also become an important way for enterprises to increase product sales, improve market share, and constantly expand their own scale. Therefore, how to make consumers perceive product innovation as much as possible, and then enhance consumers' willingness to buy new products has become a long-term problem of academic and business circles. From the perspective of the impact of advertising appeal on consumers' purchase intention of new products, this paper explores the impact of the matching of advertising appeal (rational appeal vs. emotional appeal) and product innovation type (functional innovation vs. formal innovation) on consumers' purchase intention based on the explanatory level theory. The results show that advertising appeal (rational appeal vs. emotional appeal) and product innovation type (functional innovation vs. formal innovation) have an interactive effect on consumers' purchase intention. For functional innovation products, rational appeal advertisement can stimulate consumers' purchase desire better than emotional appeal advertisement. For innovative products, compared with rational appeal advertising, emotional appeal advertising can stimulate consumers' desire to buy.