服务广告中有形和无形的质量线索:一个构念层面的理论视角

Utkarsh
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引用次数: 0

摘要

摘要:一些研究人员建议在广告中使用有形的线索,以最大限度地减少感知风险;一些人青睐无形的服务差异化线索。然而,关于质量线索(有形与无形线索)在服务类型背景下(经验与信任)的有效性的研究仍然很少。此外,探索消费者在不同时间距离下(例如,第二天与六个月后)做出购买决定时对质量线索评估差异的研究仍然不足。第一个实验(n = 124)证明了当时间距离不显著时,使用有形线索设计的体验服务广告相对更有效。第二个实验(n = 281)揭示了在遥远的时间情况下,使用无形线索的体验服务广告在产生积极感知方面相对更有效。此外,在不同的时间距离下,信任服务的质量线索评估没有观察到差异。该研究提供了重要的理论和管理启示。
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Tangible and intangible quality cues in service advertising: A construal level theory perspective
ABSTRACT Several researchers have recommended utilizing tangible cues in ads to minimize perceived risk; some have favored intangible cues for service differentiation. However, studies remain scarce on the effectiveness of quality cues (tangible vs. intangible cues) in the service type context (experience vs. credence). Furthermore, studies exploring differences in consumer evaluation of quality cues when making a purchase decision under varied temporal distance (e.g. the next day vs. six months later) remain inadequate. The first experiment (n = 124) demonstrates that an experience service ad designed using tangible cues is relatively more effective when the temporal distance is not salient. The second experiment (n = 281) reveals that in a distant temporal situation, an experience service ad employing intangible cues is relatively more effective in generating positive perceptions. Furthermore, no difference was observed in the evaluation of quality cues in credence services under varied temporal distance. The study offers crucial theoretical and managerial implications.
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CiteScore
4.00
自引率
6.20%
发文量
21
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