Author(s)

Jia Baojie ¹

Affiliation(s)

¹ City University Malaysia, No. 8, Jalan 51A/223, 46100 Petaling Jaya, Selangor Darul Ehsan, Malaysia

Corresponding Author

Jia Baojie

ABSTRACT

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.

KEYWORDS

Product attributes; advertising statement; involvement degree; consumer purchase intention

CITE THIS PAPER

Jia Baojie, 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. Information Systems and Economics (2023) Vol. 4: 48-53. DOI: http://dx.doi.org/10.23977/infse.2023.040508.

REFERENCES

[1] Adamopoulou A. A. & Symeonidis A. L. (2014). A simulation testbed for analyzing trust and reputation mechanisms in unreliable online markets. Electronic Commerce Research & Applications, 13(5), 368-386.
[2] Ader H., & Mellenbergh G. J. (2014). Advising on research methods: proceedings of the 2007 KNAW colloquium: Johannes van Kessel Advising.
[3] Agarwal R. & Karahanna E. (2000). Time flies when you are having fun: Cognitive absorption and beliefs about information technology usage. MIS quarterly, 665-694.
[4] Ahluwalia R. (2000). Examination of Psychological Processes Underlying Resistance to Persuasion Journal of Consumer Research Oxford Academic. Journal of Consumer Research, 27(2), 217-232.

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