The Effect Of The Message Framing Of Health Insurance Advertising On Consumers’ Purchase Conversion

In recent years,with the in-depth implementation of the "Health China 2030" strategy,China has been paying more and more attention to people’s health issues.As a supplement to China’s medical insurance system,health insurance products have received a lot of attention from both academics and practitioners,and more and more practitioners are using different advertising communication strategies to influence consumers’ understanding of health insurance products and brand image,and thus increase consumers’ purchase conversion.However,there is a lack of practical experience and theoretical guidance on the question of "what advertising message framing should be used by health insurance marketers to promote the conversion of consumers to health insurance products".Based on the theoretical basis of message framing effect and self-positivity bias theory,using secondary data and online experiments,combined with the characteristics of health insurance products,this paper explores the influence of message framing of health insurance advertising on consumers’purchase conversion,and considers the mediating effect of individual psychological factors(self-positivity bias)and the moderating effect of situational factors(time of day).The results show that:(1)Compared with the gain framing of health insurance advertisements,the content of advertisements with loss framing can promote consumers’ purchase of health insurance products;(2)Self-positivity bias plays a mediating effect in the influence of influence of health insurance advertising message framing on purchase conversion;(3)Time of day for advertising(night vs.day)has a moderating effect in the relationship between message framing and consumer purchase conversion,i.e.,the placement of gain-framed health insurance advertising at night(vs.during the day)reduces consumers’ self-positivity bias and promotes consumers’ purchase conversion.Theoretically,this study completes the research related to message framing effect and self-positivity bias theory,enriches the research on health insurance advertising message framing,and makes up for the shortcomings of existing research on the effect of health insurance advertising message framing on consumer purchase conversion.In practice,our research helps health insurance related marketers to select matching message framing contents at the right time to achieve precise delivery and improve marketing effectiveness and provides powerful advice and guidance for formulating targeted health insurance advertising communication strategies.