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Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping |
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| Authors: | Jong Uk Kim Woong Jin Kim Sang Cheol Park |
| Affiliation: | 1. Sungkyunkwan University, #324, Business Building, 53 Myeongnyun-dong, 3-ga, Jongno-gu, Seoul 110-745, Republic of Korea;2. HyupSung University (HSU), Distribution Management Department, Business Management College, # 14 Sang-ri, BongDam-eup, HwaSung-City, KyungKi-do 445-745, Republic of Korea;3. Sogang University, Service Systems Management & Engineering, Graduate School of Business, #1, Shinsu-dong, Mapo-gu, Seoul 121-742, Republic of Korea |
| Abstract: | The principal objective of this study was to investigate the mediating and moderating effects of product involvement and trust toward websites in relation to the effects of the attributes of web advertisements on customers’ purchase intentions. We collected data consisting of a total of 264 responses from individuals with previous experience with purchasing products from online shopping mall sites, and utilized the PLS (partial least squares) method to analyze the collected data. |
| Keywords: | Perceived informativeness Perceived entertainment Trust Product involvement Intention to purchase |
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