{"title":"How online travel agencies’ logo design promotes purchase intention: a behavioral and neuroscientific interpretation of consumers’ construal level","authors":"Cecelia Natanael Gunawan, Yen-Jung Chen, Liwei Hsu","doi":"10.1080/10941665.2023.2187701","DOIUrl":null,"url":null,"abstract":"ABSTRACT Using construal level theory as a theoretical framework, this study aims to understand how online travel agencies’ logo design, a combination of shapes and colors, influences consumers’ purchasing intentions using behavioral and neuroscientific data. Three studies are conducted to obtain behavioral and neuroscientific data for analysis. The results of these three studies show that the relationship between logo design and the destination product can be managed by framing consumers’ construal level. Further, evidence of the natural mindset congruency effect and consumers’ brainwave activities while reflecting on the logo design is provided.","PeriodicalId":47998,"journal":{"name":"Asia Pacific Journal of Tourism Research","volume":"28 1","pages":"19 - 35"},"PeriodicalIF":4.3000,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/10941665.2023.2187701","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 1
Abstract
ABSTRACT Using construal level theory as a theoretical framework, this study aims to understand how online travel agencies’ logo design, a combination of shapes and colors, influences consumers’ purchasing intentions using behavioral and neuroscientific data. Three studies are conducted to obtain behavioral and neuroscientific data for analysis. The results of these three studies show that the relationship between logo design and the destination product can be managed by framing consumers’ construal level. Further, evidence of the natural mindset congruency effect and consumers’ brainwave activities while reflecting on the logo design is provided.
期刊介绍：
Asia Pacific Journal of Tourism Research is the official journal of the Asia Pacific Tourism Association (Founded September 1995) and seeks to publish both empirically and theoretically based articles which advance and foster knowledge of tourism as it relates to the Asia Pacific region. The Journal welcomes submissions of full length articles and critical reviews on major issues with relevance to tourism in the Asia Pacific region.
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