Using structural equation modeling to explain new product trial using AT, AIDA, AKETA, and MOA versus a model that is an integration of AT, AIDA, AKETA, and MOA (including involvement and self-efficacy as moderators) .

摘要

Using advertising messages as the stimulus, this study integrated four consumer decision-making models in an attempt to determine if the integration of those models provided a better explanation of new product trial than the individual models. This study used partial least squares following the holistic methodology outlined by Bagozzi (1983). Bagozzi (1983) used structural equation modeling to test the effectiveness of a holistic integrated model (the combination of simple models) versus the individual models. This study was developed using Bagozzi (1981, 1982, 1983 and 2007), Bagozzi and Warshaw (1992), Bagozzi and Dholakia (2006), Bagozzi, Dholakia and Basuroy (2003), Bagozzi and Yi (1989) and Perugini and Bagozzi (2001) where the relationships between cognition (learning, experience) and affect (Motivation, Interest, Desire and Self-efficacy) influence consumer responses or actions. The product used in this study was OpenOffice.org Productivity Suite(TM), a free and easy to use software package compatible with commercially available Office Software. The sample was drawn from a local college campus, where college students are required to use Microsoft Office(TM) to complete coursework. Since college students are usually economically challenged; the free software was a good alternative to purchasing the more expensive Microsoft Office(TM). Data was gathered using web-based surveys. Partial Least Squares (PLS) was used to test the relationships in the simple models (Awareness → Trial (Action), Attention→ Interest→ Desire→ Action, Awareness →Knowledge →Evaluation →Trust and Motivation →Opportunity →Ability) as well as the holistic model. The simple models were better predictors of new product trial than the Integrated model. Furthermore, the simplest model, Awareness → Trial (Action) was the best predictor (that is, had the highest correlation between Awareness and Trial). In terms of its theoretical contribution, this study adds to our understanding of the decision-to-try process by confirming the simple models and the roles of Self-Efficacy and Involvement in those models. The study adds to our understanding of the decision-to-try process by testing relationships among Motivation, Ability, Opportunity, Awareness, Knowledge, Interest, Desire, Evaluation, Involvement, and Self-efficacy as stimulated by an Advertisement. The contribution to the practitioners in the field of marketing includes identifying those factors that lead to Action (brand or product trial). Understanding those factors provides a basis to use in creating appropriate advertising and direct product trials such as samples, coupons, demonstrations, and other means of appealing to the consumer.