The Influence of Short Text Ad. on Consumer Purchase Intention: An Empirical Study

摘要

Small message service (SMS), as a kind of short text advertisement, is cheaper and has the most users. Therefore, it is very popular in marketing promotion. According to iResearch, the market size of SMS is about 120 billion in 2017, with 50% annual compound growth. Though SMS marketing aroused the interest of the majority of scholars, few people combined Consumer purchase intention with the product features and customer groups on a specific s text. And there is a short of practice guidelines for SMS marketing. Under this background, we systematically studied the importance of the business and marketing of information factors for short texts in different customer groups in credit products. Through experiments, firstly we found that among the credit products, 4-6 information points are the most acceptable for consumers in short texts, which must include the core information, product function and price. That is to say, the credit limit and interest of credit product are the most important things for all customer groups. Secondly, for credit product, enhancing benefits and reducing costs factors, which are marketing of information factors, have positive effect on consumer purchase intention. However, attracting attention, including exaggerated and novelty expression, has negative effects. At the same time, stimulating demand factors have different effects on White-collar and businessman customers, for example, for low-income white-collar workers, giving them some hints of borrowing scene is positive, but for high-income white-collar workers and businessmen it is negative. This study attempts to establish a short text marketing dictionary for credit products to provide guidance for related enterprises.