摘要
Abstract
Starting from advertising types,explore the impact mechanism and boundary conditions of reverse marketing advertising on consumers'willingness to purchase products.Through three experiments,it was found that,compared to traditional advertising,reverse marketing advertising can significantly increase consumers'willingness to purchase products.Consumers'perception of advertising crea-tivity in reverse marketing plays a mediating role in the main effect of advertising.Consumer involvement plays a moderating role in the impact of reverse marketing advertising on the perception of advertising creativity.Specifically,for high-engagement consumers,re-verse marketing advertising(Vs.traditional advertising)can significantly enhance consumers'perception of advertising creativity,thereby increasing their willingness to purchase products.For low penetration consumers,there is no significant difference in their will-ingness to purchase products from reverse marketing advertisements and traditional advertisements.关键词
反向营销型广告/广告创意感知/消费者卷入度/产品购买意愿Key words
reverse marketing advertisement/advertising creativity perception/consumer involvement/product purchase intention分类
管理科学
