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首页> 外文期刊>Journal of Business Research >Consumer response to health product communication: The role of perceived product efficacy
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Consumer response to health product communication: The role of perceived product efficacy

机译：消费者对保健产品沟通的反应：感知产品功效的作用

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This study investigates the persuasiveness effectiveness of the interplay effects of message framing, self-construal, and temporal construal (or construal level), on product attitudes, perceived product efficacy, and behavioral intention. The results indicate that for independent-self individuals, gain-framed messages raise more positive product attitudes, product efficacy, and behavioral intention than loss-framed messages when the temporal construal is distant or construal level is abstract. For interdependent-self individuals, loss-framed and mixed-framed messages raise more positive product attitudes, product efficacy, and behavioral intention than gain-framed messages. Interdependent-self individuals respond with more positive attitudes, product efficacy, and behavioral intention toward mixed-framed messages than independent-self individuals. Furthermore, the perceived product efficacy mediates the interaction between message framing, temporal construal, and self-construal for predicting behavioral intention. A match (vs. mismatch) between the message and temporal construal of an advertisement and the self-view of the recipient leads to systematic changes in advertisement effectiveness. (C) 2016 Elsevier Inc. All rights reserved.
机译：这项研究调查了信息构架，自我建构和时间建构（或建构水平），产品态度，感知产品功效和行为意图之间相互作用的说服力有效性。结果表明，对于独立自我的个体，当时间建构主义是遥远的或建构主义的水平是抽象的时，与失去价值的信息相比，获得收益的信息会产生更多积极的产品态度，产品功效和行为意图。对于相互依存的个人，与获利框架的消息相比，受损失框架和混杂框架的消息可以提高产品态度，产品功效和行为意图。相较于独立自我个体，相互依存个体对混合信息的反应更为积极，态度，产品功效和行为意图。此外，感知到的产品功效会介导消息成帧，时间建构和自我建构之间的相互作用，以预测行为意图。消息和广告的时间构想之间的匹配（相对于不匹配）和接收者的自我看法导致广告效果的系统变化。 （C）2016 Elsevier Inc.保留所有权利。

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