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<p>The rapid expansion of e-commerce has made advertising on these platforms a crucial driver of consumer decision-making. However, as information overload continues to rise, improving advertising effectiveness and capturing consumer attention have become significant challenges for both e-commerce platforms and advertisers. The consumption of health products on e-commerce platforms has surged, particularly in the aftermath of the COVID-19 pandemic. This study employs the Elaboration Likelihood Model to investigate how consumer reading motivation, reading conditions, and reading ability affect the effectiveness of health product advertisements. The findings reveal that higher reading motivation enhances the effectiveness of advertising for health products, while favorable reading conditions further improve it. Moreover, reading conditions and abilities play a role in the relationship between reading motivation and advertising effectiveness, suggesting that motivation shapes advertising outcomes by improving reading conditions and skills. These insights enable advertisers to target consumer segments more effectively, thereby enhancing the appeal and conversion rates of their ads. This study contributes to the theoretical development of e-commerce advertising strategies and provides practical guidance for optimizing the effectiveness of advertising for health products.</p>

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The role of consumer reading factors in health product advertising effectiveness in e-commerce: an elaboration likelihood model perspective

  • 期刊论文

  • 发表日期：

    2026年7月8日

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  • Chengcheng Wang,
  • Jinsi Liu,
  • Xingxin Liu,
  • Hairong Wu,
  • Juhua Peng,
  • Edmund Wai Man Lai

摘要

The rapid expansion of e-commerce has made advertising on these platforms a crucial driver of consumer decision-making. However, as information overload continues to rise, improving advertising effectiveness and capturing consumer attention have become significant challenges for both e-commerce platforms and advertisers. The consumption of health products on e-commerce platforms has surged, particularly in the aftermath of the COVID-19 pandemic. This study employs the Elaboration Likelihood Model to investigate how consumer reading motivation, reading conditions, and reading ability affect the effectiveness of health product advertisements. The findings reveal that higher reading motivation enhances the effectiveness of advertising for health products, while favorable reading conditions further improve it. Moreover, reading conditions and abilities play a role in the relationship between reading motivation and advertising effectiveness, suggesting that motivation shapes advertising outcomes by improving reading conditions and skills. These insights enable advertisers to target consumer segments more effectively, thereby enhancing the appeal and conversion rates of their ads. This study contributes to the theoretical development of e-commerce advertising strategies and provides practical guidance for optimizing the effectiveness of advertising for health products.