방문의도에 대한 사회적 거리, 다감각단서의 일치성 그리고 평가관점의 상호작용효과에서 상상과 검토의 역할 = The Roles of Imagining and Considering in the Interaction Effects of Social Distance, Congruence among Multisensory Cues and Assessment Perspective on Visit Intention

다국어 초록 (Multilingual Abstract)

It is common to note that consumers’ visit intention can be shaped by various advertisements, but what categories of the advertisements and why this categories of the advertisements can give rise to consumers’ visit intention when consumers go with the different companions, such as friends or co-works, still remain room to be identified by theoretical and empirical evidences.
Thus, the object of this study is twofold. First, in order to explore which categories of the advertisements can significant influence consumers’ visit intention, this paper illustrates the characteristics of advertisements’ nonverbal information, congruence among multisensory cues, and the characteristics of the advertisements’ verbal information, assessment perspective at the same time. Specifically, congruence among multisensory cues can be divided into congruence among proximal senses and congruence among distal senses; assessment perspective also contains two categories, internal perspective and external perspective. Which means, one of the purposes in this paper is exploring how the three-way interaction effects of social distance, congruence among multisensory cues and assessment perspective on visit intention. Second, to further explore the underlying reason to understand why consumers’ visit intention will be affected when they are exposed to the different kinds of advertisements in the different social distance. this paper highlights the fit between congruence among multisensory cues and assessment perspective according to the social distance as well as the two kinds of processing information, as the underlying mechanisms in the mentioned effect.
After developing the four categories of restaurant advertisements and two kinds of social distance, this paper collects 787 data via the online survey platform “WenJuanXing” and WeChat. ANOVA and structural equation model are conducted in the SPSS 25.0 and AMOS 21.0 separately to test the hypotheses. And the results reveal that if consumers feel close social distance between them and the companions, their visit intentions are more likely to be increased when they are exposed to the congruence among proximal senses and internal perspective-oriented messages. Whereas, if consumers feel far away social distance between them and the companions, their visit intentions are more likely to be enhanced when they are exposed to the congruence among distal senses and external perspective-oriented messages. Similarly, consumers are prone to feel fit between congruence among proximal senses and internal perspective-oriented messages in the close social distance, whereas, feel fit between congruence among distal senses and external perspective-oriented messages in the far away social distance. Moreover, fit will induce imagining and reduce considering, which finally results in increased visit intention. Based on these findings, this paper also concludes some implications for advertisers and marketers to design their advertisements effectively, which can help them grasp their target consumers’ internal needs and then improved their purchase and visit intentions finally. The limitations as well as some directions for the future research also have been discussed in the last.

목차 (Table of Contents)

• Ⅰ. Introduction 1
• 1.1 Necessities of this Research 1
• 1.2 The Purpose of this Research 5
• II. Theoretical Background and Hypotheses 8
• 2.1 Psychological Distance, Multisensory Cues and Social Distance 8
• 2.1.1 Psychological Distance 8
• 2.1.1.1 Psychological Distance and Construct Level Theory (CLT) 8
• 2.1.1.2 Distance-on-Distance 10
• 2.1.1.3 Congruence 11
• 2.1.2 Multisensory Cues 12
• 2.1.2.1 Multisensory Cues and Psychological Distance 12
• 2.1.2.2 Congruence among Multisensory Cues 14
• 2.1.3 Social Distance 16
• 2.1.3.1 Social Distance and Psychological Distance 16
• 2.2 Two Sensory Information Assessment Perspective 18
• 2.2.1 Two Sensory Information Assessment Perspective 18
• 2.2.2 External and Internal Perspective 19
• 2.3 Interaction Effects of Social Distance, Congruence among Multisensory Cues and Two Assessment Perspective on Visit Intention 24
• 2.4 The Fit between Congruence among Multisensory Cues and Assessment Perspective According to Social Distance 27
• 2.5 Types of Processing Information 30
• 2.5.1 Imagining 30
• 2.5.2 Considering 32
• 2.5.3 Effects of Information Process Types on Visit Intention 33
• 2.6 Effects of the Fit on Information Processing Types 36
• 2.7 Research Model 38
• III. Empirical Investigation 39
• 3.1 Research Overview 39
• 3.2 Method 41
• 3.2.1 Advertisement Development 41
• 3.2.1.1 Congruence among Multisensory Cues 41
• 3.2.1.2 Messages' Perspective 43
• 3.3 Measures and Procedures 47
• 3.3.1 Social Distance Manipulation and Procedure 47
• 3.3.2 Measurements of Fit between Multisensory Cues and Messages' Perspective 50
• 3.3.3 Measurements of Imagining 50
• 3.3.4 Measurements of Considering 51
• 3.3.5 Measurements of Visit Intention 52
• 3.4 Data Collection 53
• IV. Analysis and Results 54
• 4.1 Demographic Analysis Results 54
• 4.2 Reliability and Validity 55
• 4.3 Correlations among Constructs 56
• 4.4 Results of Social Distance 57
• 4.5 Results of Congruence among Multisensory Cues 58
• 4.6 Results of Messages' Perspective 59
• 4.7 Testing Three-way Interaction Effects 60
• 4.7.1 Three-way Interaction Effects of Social Distance, Congruence among Multisensory Cues and Messages' Perspective on Visit Intention 60
• 4.7.2 Three-way Interaction Effects of Social Distance, Congruence among Multisensory Cues and Messages' Perspective on Fit 64
• 4.8 Testing Hypotheses Model 69
• 4.9 Testing Hypotheses 70
• V. General Discussion 72
• 5.1 Research Summary 72
• 5.2 Theoretical Implication 75
• 5.3 Managerial Implication 77
• 5.4 Limitations and Directions for Future Intention 79
• REFERENCES 80
• Abstract 93
• APPENDIX: QUESTIONNAIRE 96