Research On Consumers' Purchase Intention To Classic Products And Novel Products Of Traditional Enterprises Under Different Advertising Appealing

In order to improve the sales of products,enterprises will use advertising to promote products.This study attempts to explore consumers' purchase intention for different types of products of traditional brand enterprises under different advertising demands from the perspective of consumers' individual characteristics,and deeply analyzes the role of consumers' brand image perception,perceived quality and unique needs in it.This study consists of three parts:The first part discusses the influence of different advertising demands on the purchase intention of classic products and the intermediary role of brand image perception.The experimental results show that consumers' perception score and purchase intention of traditional brand enterprises with rational advertising demands are higher than those with emotional advertising demands,while there is no significant difference in the perception score of warm brand image.Advertising appeal can significantly predict consumers' willingness to buy classic products,and the intermediary effect of efficacy brand image perception is significant.The second study explored the interaction of different types of advertising demands and product types on purchase intention,as well as the intermediary role of perceived quality.The experimental results show that:the main effect of product type on consumers' purchase intention is significant,and consumers' purchase intention for classic products of traditional brand enterprises is higher than that for new products;the interaction effect of advertising appeal type and product type on perceived quality and purchase intention should be significant,and consumers' purchase intention for classic products adopting rational advertising appeal and perceptual advertising appeal should be significant The purchase intention of new products is higher.The further intermediary effect test results show that for classic products,advertising appeal has a significant effect on the prediction of perceived quality and purchase intention,and the intermediaryeffect of perceived quality is significant;for new products,advertising appeal has a significant effect on the prediction of purchase intention,but has no significant effect on the prediction of perceived quality,and the intermediary effect of perceived quality is not significant.After analyzing the influence of advertising demand type,product type and consumer's unique demand on purchase intention,the research results show that consumers' purchase intention for new products is cultivated land,but the unique demand significantly regulates the relationship between product type and consumer's purchase intention,and individuals with high unique demand for new products and classic products of traditional brand enterprises There is no difference in purchase intention.Combined with the results of the above three studies,this study believes that advertising demands and product types are important factors affecting consumers' purchase intention.For classic products,advertising appeal has a significant predictive effect on perceived quality and purchase intention,and the mediating effect of perceived and perceived quality of performance-based brand image is significant;for new products,when using perceptual advertising appeal,consumers' purchase intention is higher.Although consumers' purchase intention for new products is low,individuals with high need of uniqueness have no different purchase intention for both.