快讯:在网络环境中,似是而非的拉伸价格声明如何影响消费者对欺骗性的感知以及消费者的购买意愿?

IF 6.8 1区 管理学 Q1 BUSINESS
Xinyu Chang, Hualu Zheng, Shuai Yang, Lu Huang, William T. Ross
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引用次数: 0

摘要

本研究探讨了嵌入式难以置信的拉伸价格声明(TPC)如何以及为何会影响消费者是否点击相关在线广告及其后续购买行为的决策。作者为一个全球服装品牌设计了一组结构化的搜索广告,其中包含难以置信的 TPC,并在中国最大的搜索引擎百度上发布,从而进行了一次实地实验。作者利用分层贝叶斯模型,量化了不可信的TPC如何影响消费者的两阶段决策,即点击广告和购买产品。通过两个实验室实验,作者进一步证明了购买决策是由消费者对广告中欺骗行为的感知中介的,尽管事实上点击决策并非如此。结果表明,搜索广告中难以置信的 TPC 会促使消费者点击促销广告。然而,广告中的折扣与实际折扣之间的差异使消费者认为广告具有欺骗性,从而降低了他们购买产品的可能性,并导致他们搜索其他产品和促销活动。我们的研究结果解决了在线价格声明中的广告欺骗问题,为不可信的TPC提供了重要的政策含义,并为在在线广告中设计和执行不可信的TPC提供了启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
EXPRESS: How Do Implausible Tensile Price Claims Affect Consumer Perceptions of Deceptiveness and Consumer Willingness to Purchase in Online Environments?
The study explores how and why an embedded implausible tensile price claim (TPC) affects consumers’ decisions as to whether to click on the associated online advertisement and their subsequent purchases. The authors conduct a field experiment by designing a structured set of search advertisements with implausible TPCs for a global apparel brand and launching them on Baidu, the largest search engine in China. Using a hierarchical Bayesian model, the authors quantify how implausible TPCs influence consumers’ two-stage decisions, clicking on the advertisement and purchasing the product. Using two laboratory experiments, the authors further demonstrate that the purchase decision is mediated by consumers’ perceptions of deception in the advertisement, despite the fact that the click decision is not. Results show that implausible TPCs in a search advertisement motivate consumers to click on the promotion. However, the discrepancy between the advertised and the actual discounts makes the advertisement seem deceptive to consumers, which reduces their likelihood of purchasing the product and leads them to search for other products and promotions. Our results address advertising deception in online price claims, offer critical policy implications regarding implausible TPCs, and shed light on designing and executing implausible TPCs in online advertising.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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