| In recent years,the increasing popularity of wearable devices has made it increasingly convenient and visual for consumers to obtain data on their own sports and health.Using the data fed back by the wearable device,consumers can keep track of their status and make adjustments accordingly.Consumers’ self-tracking measurement has gradually become a trend,and more and more people are beginning to join the activities of using data to measure sports.Based on such an environment,scholars and scholars have proposed the concept of "quantifying self" and conducting relevant research based on it.In addition,many businesses have begun to quantify their own activities for consumers,carry out related marketing activities,attract consumers to participate in quantitative self-activity,or purchase related quantitative products.In this paper,the advertising information framework is introduced into the research to quantify the self-target orientation as the adjustment variable,the perceived value of acquisition and the perceived transaction value as mediator variables,and the influence of the information framework on the consumer’s willingness to quantify self-participation.The two-factor hybrid design experimental method of "2(Advertising Information Framework:Obtaining Earnings vs.Losing Loss)× 2(Quantifying Self-Targeting:Mastering Target Orientation vs.Performance Target Orientation)" is used to test the research hypothesis.The study found that the advertising information framework has a significant impact on consumers’ willingness to participate in self-involvement and perceived value,and the consumer’s willingness to quantify self-participation under the framework of loss-bearing is significantly greater than the consumer’s willingness to quantify self-participation under the framework of income-earning;The loss-bearing framework has a higher perceived value,and the loss-bearing framework has a higher perceived transaction value than the income-earning framework;perceived value and perceived transaction value are interposed between the information framework and the consumer’s willingness to quantify self-participation.In addition,there is a matching effect between the information framework and the quantitative self-targeting orientation,that is,the consumers who grasp the target orientation have higher perceptual acquisition value under the framework of income gain;the consumers with performance target orientation have more under the framework of loss tolerance.High perceived transaction value.According to the research conclusions,this paper provides relevant marketing strategies for relevant businesses to use the advertising information framework to attract consumers to participate in quantitative activities in the quantitative self-consumption environment,thus helping merchants to enhance the perceived value of self-consumer and the willingness to participate and willingness to consume. |
