The Research On Product Attributes And Advertising Statements To Consumer Purchase Intention Based Involvements Moderation

In the market-oriented21st century, more and more companies realize that to meet consumer demand is the key to business success. While consumer purchase intention is the important bridge between the seller and buyer. Thus, the academia and the business community pay more and more attention to increasing consumer purchase intention.The consumer purchase intention is affected by many factors, the cores are internal cues and external cues of products. As we know, internal cues and external cues of products are inseparable with product attributes, namely product attributes has important implications on consumer purchase intention. On the other hand, consumer purchase intention are also affected by the company’s marketing activities, especially advertising statements. These two points are analyzed from business perspective, while consumer involvement on purchase intention is also particularly significant. Thus, from a business perspective, this paper studies the effects of two product attributes (functional attributes/hedonic attributes), and two advertising statement (imperative statement/non-imperative sentence) on consumer purchase intention, and by comprising the differences of the different combinations on consumer purchase intention, this paper comes to the optimal matching combinations. Further, from the consumer perspective, this paper introduces the consumer involvement as the moderation variables, exploring its impacts on product attributes, advertising statements and consumer purchase intention.Through analyzing and collating the experimental data, we get the main conclusions:Firstly, product attributes and advertising statements have significant impacts on consumer purchase intention. Secondly, when advertising statements convey the functional attributes of product, compared to the imperative statement, statement of non-imperative advertising can stimulate consumers’ purchase intention more; when advertising statements convey hedonic properties of the product, compared to non-imperative sentence, imperative sentence advertising can stimulate consumers’ purchase intention more. Finally, consumer involvement has significant moderate effects on product attributes, advertising statements and consumer purchase intention:When consumer involvement is high, regardless of advertising statements convey the functional attributes or hedonic attributes, compared to imperative statements, non-imperative statement can stimulate consumers’ purchase intention. When consumer involvement is low, regardless of advertising statements convey the functional attributes or hedonic attributes, compared to non-imperative statement, imperative statement can stimulate consumers’ purchase intention.