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Effects of content class with endorsement and information relevancy on purchase intention

机译：具有认可和信息相关性的内容类别对购买意愿的影响

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Purpose - The purpose of this paper is to examine whether the insertion of an endorsement - or the lack of it - in conjunction with product information relevancy, have an impact on consumers' purchase intentions related to a particular product. Design/methodology/approach - An experiment was conducted to test the research hypotheses posited by this study. A3 X 2 factorial design manipulating three product-communication forms was employed. Participants were randomly assigned to one of the two counterbalanced subgroups associated with each of the six experimental conditions, with 12 experimental conditions. The experimental stimuli included two type of product-performance information, each highlighting either the "superb power" or "superb control" feature of a tennis racquet. Findings - Study findings indicate that product information relevancy to consumers' desired product characteristics had a significant influence on purchase intention. Research limitations/implications - The study described in this paper suffers from the generic limitations of all laboratory studies with forced exposure to stimuli in that the external validity is sacrificed at the cost of the internal validity. A related external validity issue involves the generalizability of the present research findings across different types of products. Practical implications - Endorsements - while potentially effective in enhancing purchase intention - may elicit different responses from consumers, depending upon the content class and information relevancy. In order to level the playing field, advertisers may wish to consider advertising strategies that not only feature endorsements, but also provide potential consumers with easy access to publicity articles that further substantiate these claims. For promoting products, it is imperative that ease of access to this third-party information becomes a strategic priority. In addition to prominently displaying and drawing attention to the endorsement in their advertising, advertisers may also want to obtain and manage available endorsements on their own web sites. Originality/value - The paper compares the effectiveness of three forms of product communication in relation to endorsement and product-information relevancy on consumers' purchase intentions; it also contributes in expanding the understanding of these relations to the online product promotion context. Given that performance relevancy in product information is rather prevalent in the online environment, the paper's findings can also help inform both researchers and practitioners in this particular area of research inquiries in the future.
机译：目的-本文的目的是检查是否插入认可（或缺乏认可）以及产品信息相关性是否对消费者与特定产品的购买意图有影响。设计/方法/方法-进行了一项实验，以检验该研究提出的研究假设。采用了A3 X 2析因设计，操纵了三种产品沟通形式。参与者被随机分配到与六个实验条件中的每一个相关的两个平衡亚组之一，具有12个实验条件。实验性刺激包括两种类型的产品性能信息，每种信息都突出了网球拍的“超强动力”或“超强控制”功能。调查结果表明，与消费者所需产品特征相关的产品信息对购买意愿有重大影响。研究局限性/含意-本文所述的研究受到所有实验室研究的普遍性局限，这些研究都强迫暴露于刺激下，因为牺牲了外部有效性而不是内部有效性。一个相关的外部有效性问题涉及本研究结果在不同类型产品中的一般性。实际含义-背书虽然可以有效提高购买意向，但可能会引起消费者的不同反应，具体取决于内容类别和信息相关性。为了平整竞争环境，广告商可能希望考虑不仅具有背书特征而且还为潜在的消费者提供易于获得进一步证实这些主张的宣传文章的广告策略。对于促销产品，至关重要的是，轻松访问此第三方信息已成为战略重点。除了突出显示和吸引人们注意广告中的背书外，广告商还可能希望在自己的网站上获取和管理可用背书。原创性/价值-本文比较了三种形式的产品交流在与消费者购买意愿的背书和产品信息相关性方面的有效性；它还有助于将对这些关系的理解扩展到在线产品促销环境中。鉴于产品信息与性能的相关性在在线环境中相当普遍，因此本文的发现还可以帮助将来在此特定领域进行研究咨询的研究人员和从业人员都受益。

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