ELM两路径下的电商营销信息传达设计研究

Information Transmission Design of E-commerce Marketing under ELM Two Routes

中文关键词: 电商营销  信息传达  ELM理论  中心路径  边缘路径

英文关键词: e-commerce marketing  information transmission  ELM theory  central route  peripheral route

中文摘要:

      目的 研究ELM理论中态度改变的两条基本路径对电子商务网站营销信息传达设计的不同作用和影响。方法 借助ELM相关理论，将消费者网上购物的过程转化为被说服的过程，分析消费者参与电商营销活动时ELM理论中两条路径对消费者决策的影响。结论 基于消费者决策的3个阶段，根据ELM理论中的两条基本路径提出了电商营销信息传达的三大设计策略，即边缘线索的情境化设计，中心线索的图像化设计以及两条路径中品牌理念的植入。基于消费者态度改变所处的不同路径向目标用户传达具有针对性的信息，以此改变消费者的购买决策态度，并与消费者建立起持久稳定的关系。

英文摘要:

      It aims to research the different role and influence of two basic attitude changing routes on the information transmission design of e-commerce marketing in the ELM theory. With ELM theory, consumers' online shopping process is changed into a process of being persuaded, the influence of two routes of the ELM theory on consumer decision during an e-commerce marketing activity is analyzed. Based on three stages of consumer decision, it proposes three design strategies of information transmission of e-commerce marketing according to two basic routes in ELM theory: context design of peripheral clue, graphical design of central clue, and implanting brand concept into two routes. Targeted information is sent to target users based on different routes on which consumers change their attitudes, to change consumers' attitude of purchase decision, and build lasting and stable relationship with consumers.