产品信息的传达是抽象的好还是具体的好?消费者产品专业知识和购物阶段心态的作用

Wojciech Trzebiński, Piotr Gaczek, Beata Marciniak
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引用次数: 0

摘要

目的本研究旨在探讨产品相关描述的抽象性/具体性对感知可信度的影响,以及消费者产品专业知识和购物阶段心态在抽象与具体产品描述的说服力中的作用。设计/方法/方法进行了两个在线实验:研究1(描述抽象性-受试者间操纵;消费者产品专业知识、感知可信度、购买意图-测量),研究2(消费者购物阶段心态-操纵受试者之间;描述抽象性——主体内操纵;消费者产品专业知识,感知可信度,抽象/具体描述偏好-测量)。研究1证明了抽象性(抽象描述与补充相关产品细节的描述)对描述可信度的负面影响。诚信与购买意愿正相关,特别是对高产品专业知识。研究2在另外两种形式的抽象性(抽象描述vs补充了不相关的产品细节和产品利益vs属性)方面复制了产品描述抽象性对其可信度的影响。目标导向(相对于比较)心态对利益描述偏好(相对于属性)有正向影响,特别是对于高产品专业知识。实际意义对于营销人员来说,研究结果表明了呈现产品属性具体信息的积极后果,以及增强呈现产品利益有效性的条件。本文整合了关于消费者对抽象和具体信息的反应的现有观点(词汇抽象性/具体性,手段-目的链理论),并将其与消费者的产品专业知识和购物阶段的心态联系起来。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Is it better to communicate product information abstractly or concretely? The role of consumer product expertise and shopping-stage mindset
Purpose This paper aims to investigate the effect of product-related description abstractness/concreteness on perceived trustworthiness and the role of consumer product expertise and shopping-stage mindset in the persuasiveness of abstract vs concrete product descriptions. Design/methodology/approach Two online experiments were conducted: Study 1 (description abstractness – manipulated between-subject; consumer product expertise, perceived trustworthiness, purchase intent – measured), Study 2 (consumer shopping-stage mindset – manipulated between-subject; description abstractness – manipulated within-subject; consumer product expertise, perceived trustworthiness, abstract/concrete description preference – measured). Findings The negative effect of the abstractness (abstract descriptions vs the ones supplemented with relevant product details) on description trustworthiness was evidenced in Study 1. Trustworthiness was positively related to purchase intent, especially for high product expertise. Study 2 replicated the effect of product description abstractness on its trustworthiness in terms of two other forms of abstractness (abstract descriptions vs the ones supplemented with irrelevant product details and product benefits vs attributes). The goal-oriented (vs comparative) mindset had a positive effect on the benefit (vs attribute) description preference, especially for high product expertise. Practical implications For marketers, the results suggest the positive consequences of presenting concrete information on product attributes and the conditions enhancing the effectiveness of presenting product benefits. Originality/value The paper integrates the existing views on consumer response to abstract vs concrete information (lexical abstractness/concreteness, means-end chain theory) and links them to consumer product expertise and shopping-stage mindset.
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