Research On The Influence Of Green Exhibition Advertising On Consumer Attention Under The Information Framing

With the global climate change,green,low-carbon and environmental protection concepts are increasingly concerned by consumers.In the era of information explosion,attracting the attention of consumers has been increasingly valued by all parties,and how to enhance the attraction of consumers’ attention in green exhibition advertising is particularly important.In this paper,the green exhibition advertisement is taken as the research object,the existing relevant literature is sorted and summarized by literature research method,and the influence of different information points on consumers’ attention is systematically discussed under the information framework.The information framework of green exhibition advertisement(perceived gain and perceived loss)is taken as the independent variable,and the green self-efficacy is taken as the intermediary variable.Taking consumer attention(pupil size,fixation duration,fixation duration,interest zone sequence,interest zone statistics)as dependent variables,the model is constructed,so as to further study the action mechanism of green exhibition advertising information framework on consumer attention.The data was collected through the survey experiment method,and then the data was analyzed by SPSS software and the relevant hypotheses were verified.The findings of this paper are divided into the following three points:(1)In both contexts of perception gain and perception loss triggered by green exhibition advertisements,the effect of the perception gain context on pupil size,fixation duration,view duration time,area of interest statistics in consumers’ attention was more significant compared to the perception loss,and the effect on area of interest sequence was not significant;(2)the message frame of green exhibition advertisements had a significant effect on green self-efficacy,and the effect of perception gain on green self-efficacy was more significant compared to the perception loss;(3)green self-efficacy only had a significant effect on pupil size and area of interest statistics in consumers’ attention.The results of the study are summarised and analysed,and finally some rationalisations are made in relation to the practical aspects of green exhibition advertising and marketing.