作 者: ;
机构地区: 中山大学管理学院
出 处: 《广告大观(理论版)》 2006年第6期16-19,共4页
摘 要: 本研究发现,冒犯程度越高的沟通方式,越可能激怒消费者,进而降低未来的购买意向。在整合多种渠道沟通方式时,消费者更容易接受冒犯程度由低到高的沟通组合,而不是冒犯程度由高到低的沟通组合。 This paper finds that communication channel of high intrusiveness might irritate consumers, which lower the purchase intents in the future. If marketers integrate multi-channels to communicate, Consumers tend to accept the communication mix of intrusiveness from low to high, but not mix of intrusiveness from high to low.