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目的研究ELM理论中态度改变的两条基本路径对电子商务网站营销信息传达设计的不同作用和影响。方法借助ELM相关理论,将消费者网上购物的过程转化为被说服的过程,分析消费者参与电商营销活动时ELM理论中两条路径对消费者决策的影响。结论基于消费者决策的3个阶段,根据ELM理论中的两条基本路径提出了电商营销信息传达的三大设计策略,即边缘线索的情境化设计,中心线索的图像化设计以及两条路径中品牌理念的植入。基于消费者态度改变所处的不同路径向目标用户传达具有针对性的信息,以此改变消费者的购买决策态度,并与消费者建立起持久稳定的关系。
Aim To study the different roles and influences of two basic paths of attitude changes in ELM theory on the design of marketing information delivery in e-commerce websites. Methods By using the ELM theory, the online shopping process of consumers is transformed into the process of being persuaded to analyze the influence of two paths in ELM theory on consumer decision-making when consumers participate in e-commerce marketing activities. Conclusion Based on the three stages of consumer decision-making, this paper proposes three design strategies for e-commerce marketing information transmission based on two basic paths in ELM theory: contextualized design of edge leads, graphic design of center leads, and two paths Implantation of the brand concept. Targeted information is conveyed to targeted users based on changing consumer attitudes, thereby changing consumer attitudes toward purchasing decisions and establishing lasting and stable relationships with consumers.