The Influence Mechanism Of Verbal Persuades Style On Consumers’ Purchase Intention

Whether an enterprise can make profits often depends on whether consumers are willing to buy its products or services,so businesses start diversified marketing competition strategies to attract consumers to buy products.As marketers who are in direct contact with consumers,their service attitude and marketing methods will directly affect consumers’ purchase intention to a certain extent.The research shows that the persuasion strategy appealing to emotion can affect the individual’s emotion and enhance the persuasion effect.Will consumers’ emotions change if marketers also use relevant verbal persuasion strategies in shopping? Will consumers’ willingness to buy increase accordingly? In addition,with the enrichment of consumers’ consumption experience,their knowledge frame of persuasion is gradually improved,so that they will take different decision-making behaviors when facing the marketing personnel’s different verbal persuasion.Therefore,consumer persuasion knowledge should be paid attention to in the consumption situation.Additionally,the product attribute the different dimensions of transcendence can meet the needs of different consumers,make consumers produce different emotional responses,and marketers’ different language to persuade style also is to use consumer emotion inducing consumers to buy the product,therefore,whether there is a synergistic effect between interaction affect consumer purchase intention? This is also an issue that companies need to be clear about.Under the above research background,this study based on persuasion theory,establishes a model in which marketing personnel’s verbal persuasion style is the independent variable,consumers’ psychological security is the mediating variable,persuasion knowledge is the moderating variable and purchase intention is the dependent variable.It also discusses the synergistic effect of marketing personnel’s persuasion style and product attribute transcendence.The study used situational experiment to manipulate the relevant variables,and collected data with the help of questionnaire,the empirical results show that:(1)marketers’ language persuasion style can improve consumers’ purchase intention;Psychological security plays a mediating role in the relationship between verbal persuasion style and purchase intention;(2)Consumer persuasion knowledge moderates the relationship between marketing personnel’s persuasion style and psychological security,and the mediating role of psychological security is moderated by persuasion knowledge;(3)Product attribute transcendence and marketing personnel’s persuasion style interact to influence consumers’ purchase intention,and fear verbal persuasion style and practical attribute transcendence match can improve consumers’ purchase intention more.In terms of theory,few scholars have studied the role of consumer psychological security in consumption decision-making.This study explores the mediating role of psychological security in external marketing stimulation and consumption decision-making,which to some extent enriches relevant researches on consumer psychological security.In addition,this study expands the research of persuasion knowledge and product attribute in the field of consumer behavior by incorporating them into the research framework.Practical significance,the research for the enterprise marketing personnel to carry out marketing persuasion strategy provides a certain reference and suggestion on different styles have different convince consumers of knowledge language to persuade strategy,and suggest that marketers will beyond combine with language to persuade style product attributes,which play a collaborative role on purchase intention.