{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,7]],"date-time":"2026-04-07T13:02:07Z","timestamp":1775566927634,"version":"3.50.1"},"reference-count":51,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2023,9,7]],"date-time":"2023-09-07T00:00:00Z","timestamp":1694044800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>This study, based on the AISAS model, explores the impact of the interaction effect between visual and auditory signals on consumer purchase behavior. Using experimental methods, 120 participants were randomly assigned to four different visual and auditory signal combinations, and their purchase intentions and actual purchase behavior were measured. The results show that the interaction effect between visual and auditory signals has a significant impact on both purchase intentions and actual purchase behavior, and there is a significant positive relationship. Specifically, when visual and auditory signals are mutually consistent, consumers have the highest purchase intentions and actual purchase behavior; when both visual and auditory signals are absent, consumers have the lowest purchase intentions and actual purchase behavior; when either the visual or auditory signal is missing, consumers\u2019 purchase intentions and actual purchase behavior are between the two extremes. This study provides a new perspective for understanding consumers\u2019 decision-making processes in multi-sensory environments and offers valuable insights for the development of marketing strategies.<\/jats:p>","DOI":"10.3390\/jtaer18030078","type":"journal-article","created":{"date-parts":[[2023,9,7]],"date-time":"2023-09-07T10:11:07Z","timestamp":1694081467000},"page":"1548-1559","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":11,"title":["Impact of Interaction Effects between Visual and Auditory Signs on Consumer Purchasing Behavior Based on the AISAS Model"],"prefix":"10.3390","volume":"18","author":[{"given":"Hui","family":"Li","sequence":"first","affiliation":[{"name":"College of Fine Arts, Guangxi Normal University, Guilin 541006, China"},{"name":"Department of Smart Experience Design, Kookmin University, Seoul 02707, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0745-6687","authenticated-orcid":false,"given":"Younghwan","family":"Pan","sequence":"additional","affiliation":[{"name":"Department of Smart Experience Design, Kookmin University, Seoul 02707, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2023,9,7]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"332","DOI":"10.1016\/j.jcps.2011.08.003","article-title":"An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior","volume":"22","author":"Krishna","year":"2012","journal-title":"J. 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