Li, H.; Pan, Y. Impact of Interaction Effects between Visual and Auditory Signs on Consumer Purchasing Behavior Based on the AISAS Model. J. Theor. Appl. Electron. Commer. Res.2023, 18, 1548-1559.
Li, H.; Pan, Y. Impact of Interaction Effects between Visual and Auditory Signs on Consumer Purchasing Behavior Based on the AISAS Model. J. Theor. Appl. Electron. Commer. Res. 2023, 18, 1548-1559.
Li, H.; Pan, Y. Impact of Interaction Effects between Visual and Auditory Signs on Consumer Purchasing Behavior Based on the AISAS Model. J. Theor. Appl. Electron. Commer. Res.2023, 18, 1548-1559.
Li, H.; Pan, Y. Impact of Interaction Effects between Visual and Auditory Signs on Consumer Purchasing Behavior Based on the AISAS Model. J. Theor. Appl. Electron. Commer. Res. 2023, 18, 1548-1559.
Abstract
This study, based on the AISAS model, explores the impact of the interaction effect between visual and auditory signals on consumer purchase behavior. Using experimental methods, 120 participants were randomly assigned to four different visual and auditory signal combinations, and their purchase intentions and actual purchase behavior were measured. The results show that the interaction effect between visual and auditory signals has a significant impact on both purchase intentions and actual purchase behavior, and there is a significant positive relationship. Specifically, when visual and auditory signals are mutually consistent, consumers have the highest purchase intentions and actual purchase behavior; when both visual and auditory signals are absent, consumers have the lowest purchase intentions and actual purchase behavior; when either the visual or auditory signal is missing, consumers' purchase intentions and actual purchase behavior are in between the two extremes. This study provides a new perspective for understanding consumers' decision-making processes in multi-sensory environments and offers valuable insights for the development of marketing strategies.
Keywords
Visual Signal; Auditory Signal; Interaction Effect; Purchase Behavior; AISAS Model
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
