在线旅行社的标志设计如何促进购买意愿:消费者解释水平的行为和神经科学解释

IF 4.3 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Asia Pacific Journal of Tourism Research Pub Date : 2023-01-02 DOI:10.1080/10941665.2023.2187701

Cecelia Natanael Gunawan, Yen-Jung Chen, Liwei Hsu

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引用次数: 1

摘要

摘要本研究以解释层次理论为理论框架，运用行为学和神经科学的数据，研究在线旅行社的标志设计(形状和颜色的结合)如何影响消费者的购买意愿。进行了三项研究，以获得行为和神经科学数据进行分析。这三个研究的结果表明，标志设计与目标产品之间的关系可以通过构建消费者的解释水平来管理。进一步，提供了自然思维一致性效应和消费者在反思标志设计时的脑波活动的证据。

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How online travel agencies’ logo design promotes purchase intention: a behavioral and neuroscientific interpretation of consumers’ construal level

ABSTRACT Using construal level theory as a theoretical framework, this study aims to understand how online travel agencies’ logo design, a combination of shapes and colors, influences consumers’ purchasing intentions using behavioral and neuroscientific data. Three studies are conducted to obtain behavioral and neuroscientific data for analysis. The results of these three studies show that the relationship between logo design and the destination product can be managed by framing consumers’ construal level. Further, evidence of the natural mindset congruency effect and consumers’ brainwave activities while reflecting on the logo design is provided.

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来源期刊

Asia Pacific Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.80

自引率

4.00%

发文量

期刊介绍： Asia Pacific Journal of Tourism Research is the official journal of the Asia Pacific Tourism Association (Founded September 1995) and seeks to publish both empirically and theoretically based articles which advance and foster knowledge of tourism as it relates to the Asia Pacific region. The Journal welcomes submissions of full length articles and critical reviews on major issues with relevance to tourism in the Asia Pacific region.