The effect of web advertising visual design on online purchase intention: An examination across gender |
| |
| Affiliation: | 1. Key Laboratory of Design Intelligence and Digital Creativity of Zhejiang Province, Hangzhou 310027, China;2. Modern Industrial Design Institute, Zhejiang University, Hangzhou 310027, China;3. International User Experience Business Unit, Alibaba Group, Hangzhou 310000, China;1. Department of Merchandising, East Carolina University, Greenville, NC 27858, USA;2. School of Design and Human Environment, College of Business, 228 Milam Hall, Oregon State University, Corvallis, OR 97331, USA |
| |
| Abstract: | With web advertising growing to be a huge industry, it is important to understand the effectiveness of web advertisement. In this study we investigate the effects of web advertising visual design (WAVD) purchasing intention within the framework of an integrated model. Nine hypotheses were developed and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural equation modeling (SEM) indicate that while web advertising visual cues influence consumers' purchasing intention through advertising attitudes and brand attitudes, they do not have direct effects on purchasing intention. Further results on the moderating role of gender suggest that web advertising visual cues have direct effect on consumers' purchasing intention for male groups but not for female groups. This study contributes to the understanding the role of visual dimensions in forming online purchase intentions. |
| |
| Keywords: | Web advertising Advertising attitudes Brand attitudes Purchase intention Gender differences |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
