The effects of engagement factors of virtual advertising on purchase intention: The mediating role of advertising attitude
- Title
- The effects of engagement factors of virtual advertising on purchase intention: The mediating role of advertising attitude
- Author
- 한상필
- Keywords
- Advertising Attitude; Advertising Effects; Engagement; Purchase Intention; Virtual Advertising
- Issue Date
- 2016-11
- Publisher
- Indian Society for Education and Environment
- Citation
- Indian Journal of Science and Technology, v. 9, No. 39, Article no. 103238
- Abstract
- Background/Objectives: There has been an increasing interest in virtual advertising in a variety of contents. The current research aims to identify the effect of engagement features of virtual advertising in soap operas and entertainment programs on advertising attitude and purchase intention. Methods/Statistical Analysis: Data was collected from a group of 234 subjects who had experienced virtual advertising and analysis of covariance was conducted to the collected data. Findings: It was found that all the engagement features - visibility, amusement and usefulness - had a positive effect on advertising attitude. Second, visibility and usefulness exerted a positive influence on purchase intention. Third, attitude towards virtual advertising had a positive effect on purchasing intention. Finally, visibility and usefulness had a partial mediating effect, while amusement had a complete mediating effect. Improvements/Applications: The findings of the present research are expected to provide suggestions to find a way to enhance the effect of virtual advertising.
- URI
- http://www.indjst.org/index.php/indjst/article/view/103238https://repository.hanyang.ac.kr/handle/20.500.11754/102966
- ISSN
- 0974-6846; 0974-5645
- DOI
- 10.17485/ijst/2016/v9i39/103238
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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