The effects of engagement factors of virtual advertising on purchase intention: The mediating role of advertising attitude
- Authors
- Choi, Yun-Seul; Han, Sang-Pil; Yu, Seung-Yeob
- Issue Date
- Oct-2016
- Publisher
- Indian Society for Education and Environment
- Keywords
- Advertising Attitude; Advertising Effects; Engagement; Purchase Intention; Virtual Advertising
- Citation
- Indian Journal of Science and Technology, v.9, no.39, pp.1 - 7
- Indexed
- SCOPUS
- Journal Title
- Indian Journal of Science and Technology
- Volume
- 9
- Number
- 39
- Start Page
- 1
- End Page
- 7
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/15640
- DOI
- 10.17485/ijst/2016/v9i39/103238
- ISSN
- 0974-6846
- 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.
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Collections - COLLEGE OF COMMUNICATION > DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS > 1. Journal Articles
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