摘要随着互联网作为新型的广告传播媒介的出现和普及，商战正在越演越烈。各企业不仅通过传统的媒介进行广告投放的竞争，也对互联网这一新的媒介进行分析、解读，致力于更好地把握、利用其特征和功能。企业到底应如何选择广告媒介才能达到良好的广告传播效果，才能实现消费者的最终购买便是该背下企业所面临的重大问题。为帮助企业合理分析影响广告传播效果的因素，构建一个清晰的广告传播效果的框架，本文基于消费者的认知一致性理论，研究不同的媒介选择对消费者购买行为的影响。首先将媒介和产品进行特性分类，依据质量标准对所选的四种媒介进行划分，即将媒介划分为高质量媒介和低质量媒介两类。同时对于产品，也通过因子分析得到消费者较高注重质量和较低注重质量两类；其次以认知平衡理论为桥梁，将媒介的特性、产品的特性和消费者的购买行为联系起来，总共提出四类假设并设计实验、分析数据。最终数据结果表明，在企业所选媒介的特性与消费者所认知的产品的特性相匹配时，由于消费者的认知一致性理论，此种状态下的消费者更倾向于购买该类产品，相反，在企业所选媒介的特性与消费者所认知的产品的特性发生冲突时不匹配时，由于消费者的认知失衡此时，消费者更倾向于不购买该类产品。即当消费者认为某一产品为高（低）质量产品，认为某一媒介为高（低）质量媒介时，消费者在心理上会产生对于该企业产品的认同感，从而更倾向于购买该类产品；当消费者认为某一产品为高（低）质量产品，认为某一媒介为低（高）质量媒介时，消费者在心理上会产生认知失衡，从而倾向于不购买该类产品。关键词：媒介选择；消费者购买行为；认知一致性AbstractWiththeemergenceoftheInternetasanewtypeofadvertisingmediaandpopularization,thebusinessisescalating.Companiesnotonlycompetethroughthetraditionalmedia,butalsoanalyzeandinterpretthisnewmediacommittingtobettergraspanduseitsfeaturesandfunctions.Howoneenterprisechoosestheadvertisingmediumtoreachgoodadvertisementeffectandeventuallyachievetopromoteconsumerpurchasingisthesignificantproblemswhichitfacesunderthisbackground.Tohelpenterprisesanalyzetheinfluencingoffactorstoadvertisingcommunicationeffectandbuildaclearframeworkofadvertisementeffect,thisarticleisbasedonconsumers'cognitiveconsistencytheory,studiesinfluenceofthedeferentmediumchoiceonconsumerbuyingbehavior.Fistofall,thearticleclassifiesthemediumandproductbasingtheirownfeature.Classifythefourkindsofselectedmedia,accordingtothequalitystandard,itmeansthatthemediaaredividedintohighqualitymediumandlowqualitymedia.Fortheproductatthesametime,theyarealsothroughthefactoranalysistobedividedintohighqualitywhichtheconsumercaremoreaboutandlowqualitywhichtheconsumercarelessabout;Secondlythearticleusescognitivebalancetheoryasabridgetoconnectthemediumcharacteristics,productcharacteristicsandconsumerbuyingbehaviorandproposeatotaloffourhypotheses,andthendesignexperiment,analyzethedata.Finaldataresultsshowthatwhenthecharacteristicsoftheselectedmediaintheenterpriseandthethecognitivecharacteristicsoftheproductwhichisbasedontheconsumersstandmatch,asthecognitiveconsistencytheory,consumersinthiskindofstatearemorelikelytobuythiskindofproduct.Onthecontrary,whenthecharacteristicsoftheselectedmediaandthecharacteristicsoftheproductwhichisinconsumer’scognitiondonotmatch,becauseofthecognitiveimbalance,consumersatthiskindofstatetendtonotbuytheproduct.Tobespecific,whenconsumersthinkthataproductisofhigh(low)productqualityandamediumisofhigh(low)quality,consumerswillproduceidentitytowardstheenterpriseproductinpsychologyandthereforearemorelikelytobuytheproduct;Whenconsumersthinkthataproductishigh(low)qualityproductandamediumisoflow(high)qualit...
