How Does Product Advertising Information Affect Consumers’ Online Shopping Intention in the Context of Cognitive Lock-in

Abstract

Under the situation of online shopping, the effectiveness of online advertising has become the focus of theoretical and practical circles. Using the experimental research method, this paper explores the influence mechanism of the interaction between consumers’ cognitive lock-in regulation focus and online advertising information framework on consumers’ purchase intention, and the mediating role of consumers’ purchase decision-making model. The results show that consumers’ cognitive lock-in moderation focus has a moderating fitting effect in the interaction between online advertising information framework and consumers’ purchase decision-making model and purchase intention. Consumers’ purchase decision-making model is the intermediary variable of consumers’ cognitive lock-in moderation focus and online advertising information framework influencing consumers’ purchase intention. Therefore, the e-commerce platform should have a more in-depth insight into consumers, set up more rich online shopping experience scenarios, improve the pertinence of advertising content, and achieve accurate push.