The effects of engagement factors of virtual advertising on purchase intention: The mediating role of advertising attitude
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Choi, Yun-Seul | - |
dc.contributor.author | Han, Sang-Pil | - |
dc.contributor.author | Yu, Seung-Yeob | - |
dc.date.accessioned | 2021-06-22T18:05:06Z | - |
dc.date.available | 2021-06-22T18:05:06Z | - |
dc.date.created | 2021-01-22 | - |
dc.date.issued | 2016-10 | - |
dc.identifier.issn | 0974-6846 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/15640 | - |
dc.description.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. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | Indian Society for Education and Environment | - |
dc.title | The effects of engagement factors of virtual advertising on purchase intention: The mediating role of advertising attitude | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Han, Sang-Pil | - |
dc.identifier.doi | 10.17485/ijst/2016/v9i39/103238 | - |
dc.identifier.scopusid | 2-s2.0-84995376468 | - |
dc.identifier.bibliographicCitation | Indian Journal of Science and Technology, v.9, no.39, pp.1 - 7 | - |
dc.relation.isPartOf | Indian Journal of Science and Technology | - |
dc.citation.title | Indian Journal of Science and Technology | - |
dc.citation.volume | 9 | - |
dc.citation.number | 39 | - |
dc.citation.startPage | 1 | - |
dc.citation.endPage | 7 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | Advertising Attitude | - |
dc.subject.keywordAuthor | Advertising Effects | - |
dc.subject.keywordAuthor | Engagement | - |
dc.subject.keywordAuthor | Purchase Intention | - |
dc.subject.keywordAuthor | Virtual Advertising | - |
dc.identifier.url | https://indjst.org/articles/the-effects-of-engagement-factors-of-virtual-advertising-on-purchase-intention-the-mediating-role-of-advertising-attitude | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
55 Hanyangdeahak-ro, Sangnok-gu, Ansan, Gyeonggi-do, 15588, Korea+82-31-400-4269 sweetbrain@hanyang.ac.kr
COPYRIGHT © 2021 HANYANG UNIVERSITY. ALL RIGHTS RESERVED.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.