社区电梯广告对消费者网络购买意愿的影响研究

Research on the Influence of Community Elevator Advertisement on Consumers’ Online Purchase Intention

摘要: 现代化进程中，电梯成为现代楼宇建筑中的基础设施。应电梯而生的电梯广告在人们的日常生活中扮演着重要角色。其封闭性和无信号的特征，使其成为传播信息和商业营销的良好媒介形态。因此文章从电梯广告对于消费者网络购买意愿的影响出发，尝试验证广告价值的影响及其路径。结合杜科菲广告模型，将广告价值分为信息性、娱乐性、信任性和厌烦性四个维度，分别探究其对消费者品牌态度及网络购买意愿的影响，试图构建电梯广告影响消费者网络购买意愿的路径关系。基于此向广告主投放过程提供营销建议和参考，为整体营销过程和活动提供参考。经过多种统计分析手段检验，研究发现，在电梯广告影响下，电梯广告价值特性中的信息性、信任性对消费者品牌态度起到了积极影响；电梯广告价值特性中的信息性、娱乐性、信任性对消费者网络购买意愿起到了积极影响；广告的厌烦性会对消费者品牌态度和网络购买意愿产生消极影响。其中品牌态度起到中介变量的作用。

Abstract: In the process of modernization, elevators have become an essential infrastructure in modern building construction. Elevator advertising, which emerged with elevators, plays a significant role in people’s daily lives. Its enclosed nature and lack of signal make it an excellent medium for information dissemination and commercial marketing. Therefore, this article starts from the impact of community elevator advertising on consumers’ purchase intentions and attempts to verify the influence of advertising value and its path. Combining the DuCoffe advertising model, the advertising value is divided into four dimensions: informativeness, entertainment, trustworthiness, and annoyance. The impact of each dimension on consumers’ brand attitude and purchase intention is explored respectively, attempting to construct the path relationship of community elevator advertising influencing consumers’ purchase intention. Based on this, marketing suggestions and references are provided for advertisers’ advertising placement process, and references are provided for the overall marketing process and activities. Through various statistical analysis methods, the study found that under the influence of elevator advertising, the informativeness and trustworthiness of elevator advertising value characteristics have a positive impact on consumers’ brand attitude; the informativeness, entertainment, and trustworthiness of elevator advertising value characteristics have a positive impact on consumers’ purchase intention; the annoyance of advertising has a negative impact on consumers’ brand attitude and purchase intention. Among them, brand attitude plays the role of a mediating variable.