The Influence of Product Attributes and Print Advertisements on Consumers' Purchase Intention under Different Involvement Degrees: an Empirical Evidence of Department Stores in Wuhan City

: This paper first studies the impact of the combination of two product attributes (functional attributes, hedonic attributes) and two advertising statements (imperative statements/non-imperative statements) on consumers’ purchase intention from the perspective of enterprises, and obtains the optimal matching combination by comparing the differences in the impact of different combinations on purchase intention. Further, from the perspective of consumers, this paper introduces the degree of consumer involvement as a moderating variable to explore its influence on the relationship among product attributes, advertising statements and consumer purchase intention, and deeply analyzes the changes in the influence of product attributes and advertising statements on consumer purchase intention under the regulation of the degree of involvement. At the same time, this paper explores the factors affecting consumers’ purchase intention from the perspective of enterprises and consumers, which is more consistent with the current market situation and can provide suggestions and guidance for enterprises to make marketing decisions. In terms of research design, this paper used the method of describing the experiment, and used inter-group analysis.