从封面判断杂志——通过内容和设计交互理解销售的概念框架

Lea Püchel, Christian M. Wellbrock
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引用次数: 1

摘要

内容设计被认为是影响消费者态度和购买行为的关键因素之一。然而,它对销售业绩的实际影响在很大程度上仍不得而知。我们提出了一个研究框架来评估内容设计对销售的影响,并实证测试其在德国杂志零售部门的就业能力。为了发展研究框架,我们首先从几个文献流中得出一组相关的成功因素。然后,我们对500多本杂志封面进行了内容分析,并通过线性混合模型分析将这些数据与现实生活中的零售数据联系起来,以调查内容设计的哪些方面影响销售。研究结果表明,我们提出的框架是有用的。他们进一步指出,在享乐媒体消费中,紫色和蓝色的颜色、文字和图像的一致性、易于认知加工的措辞和促销活动对销售至关重要。
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Judging A Magazine by Its Cover – A Conceptual Framework to Understand Sales Through Content and Design Interaction
ABSTRACT Content Design is advocated as one of the key factors influencing consumers’ attitude and buying behavior. However, its real effects on sales performance remain largely unknown. We propose a research framework to evaluate the effect of content design on sales and empirically test its employability within the German magazine retail sector. To develop the research framework, we first derive a set of related success factors from several literature streams. We then conduct a content analysis of over 500 magazine covers and relate this data to real-life retail sales figures via linear mixed model analysis to investigate which aspects of content design affect sales. The findings point toward the usefulness of our proposed framework. They further indicate that in hedonic media consumption, the colors purple and blue, text-image congruence, wording that leads to ease of cognitive processing and promotional activities are pivotal in sales.
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来源期刊
CiteScore
3.10
自引率
5.30%
发文量
12
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