The Research On Product's Hedonic/utilitarian Attributes To Consumers Purchase Intension Based Ads Appeals Moderation

In today's society, due to the rapid development of marketing skills and the mass media penetration, customer has become a guide of the enterprise's various business activities. Customer's purchase intention is the basis of buying behavior that can be used to predict customer purchasing behaviors. Customer's purchase intention is determined by the internal and external cues of the products. Customer's purchase intention is widely affected by the Utilitarian and hedonic attributes of the product. The effect of different advertising content is obvious at the process of customer's attitude change. As a product provider, we must find out the disciplines, specifically understand the different impaction between product's hedonic and utilitarian attributes to the customer purchase intention, and different ways advertising appeals result different ad attitude, and eventually affect the customer purchase intention, then we carry out marketing activities effectively.The product's attributes and the ways of advertising appeal are the research objects of this article, adopting the experimental research method, select a product which has a clear distinction between Utilitarian attribute and hedonic attribute, and also is affected obviously by ad, design the product the corresponding Utilitarian attributes and hedonic attributes, and based on differences in advertising appeals, corresponding design emotional and rational appeal of advertising respectively to the product's hedonic and emotional attributes as the experimental stimuli. Design 2 (product attributes:utilitarian, hedonic)* 2 (advertising appeals: rational appeal, emotional appeal) groups, which will receive different experimental stimulus after being divided into four test groups. Research the distinction of customer's purchase intention between product's hedonic attributes and Utilitarian attributes at different advertising appeals affect, compare different product attributes (hedonic attributes and utilitarian attributes) and different advertising appeals (rational demands and emotional appeals) weather have different influence to the customer's purchase intention, further explore the interactive function between product's attributes and the ways of advertising appeals, affect the customer's purchase intention.Through the processing of valid data sample, the final results of empirical analysis show that the idea of this study. The main conclusions of this article is as follows:(1) significantly, the product's hedonic attributes and Utilitarian attributes have a positive effect to the customer's purchase intention, and the affection of product's Utilitarian attributes is stronger than the hedonic; (2)different ways of advertising appeals have a significant moderation to the product's attributes and customer's purchase intention, the hedonic attributes'affection to the customer's purchase intention under the emotional advertising appeals is stronger than under the rational advertising appeals; the Utilitarian attributes'affection to the customer's purchase intention under the rational advertising appeals is stronger than under the motional advertising appeals.At the end of this article, I point out the limitations of the study and the next direction of the research develops.