The Influence Of Information Location And Form In Discount Advertisement On Consumer Behavior

As the marketing competition continues to intensify,many companies have begun to reduce price to attract consumers’ attention.Therefore,many discount advertisements have emerged.Discount advertisements refer to companies or advertisers adding discount information when designing advertisement.With the emergence of various promotion methods and discount form,discount information in advertisements has also become more complicated.How to better design discount information in discount advertisements has attracted the attention of many scholars.The article starts from the information position in discount advertisements,through three studies,mainly explores how brand words,discount positions,and discount presentation form affect consumer behavior.Firstly,using the discount advertisements promoted by Vipshop as the research object,using the method of second-hand data,to study the influence of brand word position on consumers’ click behavior.Secondly,from a single discount advertisement to a multiple discount advertisement,to study the influence of the position relationship of the discount information on the click behavior of consumers in the multiple discount advertisement.Finally,using the method of laboratory experiments,we explored the influence of the two discount presentation form of price discount and full discount on consumers’ click intention and purchase intention.The main conclusions obtained are as follows: First,as the position of the brand word moves backward,the consumer’s click behavior presents an inverted U-shaped trend that first rises and then declines;and the discount ratio and brand awareness enhance the negative effect between brand word position and consumer click behavior.Second,in multiple discount advertisements,the farther the distance between the price discount and the full discount,the less likely consumers will be to click on the advertisement;compared with the money off discount before the price discount,when the price discount before the money off,it can attract more clicks from consumers,and the difference of the discount ratio will play a certain role in regulating this relationship.Third,compared with price discounts,consumers’ click intentions and purchase intentions under money off discounts are higher,and this effect will be weakened when the position of the discount information is at the forefront of the advertisement or the product involvement is high;in addition,consumption the perception of the discount depth played an mediating role.Through the research on the information location and presentation form in discount advertising,this paper has certain theoretical and practical significance.By portraying the position of brand words in text advertisements,the article puts forward the concept of brand word position effect;The discussion on the positional relationship of multiple discounts has further deepened and expanded the research content of multiple discounts;The article focuses on two types of discounts: price discounts and money off discounts.It also provides a new direction for subsequent research on the presentation of discounts.In practical applications,the conclusions obtained in this article can guide advertisers to design the discount advertisements reasonably,such as the location,presentation of brand words and discount information,and promote consumers to click on the advertisements to increase advertisers’ profits.When considering the discount depth,brand and product features,how to design targeted.