关键词: 适应水平理论, 信息提示方式, 折中效应

Abstract: Abstract The Adaptation Level Theory indicates that consumer's buying behavior is not only subject to the impact of product characteristics, but also are moderated and mediated by the purchasing situation and consumer cognition. Based on The Moderator-Mediator Model, this paper makes three times analysis about how condition factor and individual's cognitive factors affects on The Compromise Effect by using the Two Classification Logistics Regression Model. In this paper, by setting the information display format as condition factor, element of ELM and risk cognitive as cognitive factors, and use Two Classified Logistics regression model, mechanism of ELM and risk to The Compromise Effects are analyzed. We have following findings: First, information display format has main effects one The Compromise Effect; meanwhile one sided display format and non-display format have more The Compromise Effects than two sided format. Second, the information display format and the elaboration degree, the information display format and the risk perception level both have a significant interaction effect on The Compromise Effects. Third, the product involvement and knowledge of consumer has a negative relationship with The Compromise Effects, and risk perception has a positive relationship with The Compromise Effects. These results confirmed that ELM and risks have not only a single mechanism，but also have dual mechanism for The Compromise Effects under different information display formats. Therefore, these results still supported stability characteristics of The Compromise Effects. Bedsides we also found that the information display format and the information cognitive factor have moderated and mediated effects on The Compromise Effect. The especially , at the time of promotion and advertising effectiveness decline，effective using to potential information dissemination and hidden communication technology is becoming increasingly important. It is not only the challenge of marketing communications studies, but also the field which is that the companies need to constantly improve and try.

Key words: The Adaptation Level Theory, Information Display Format, The Compromise Effect