Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Advertising to children wikipedia , lookup
Advertising campaign wikipedia , lookup
Advertising management wikipedia , lookup
Racial stereotyping in advertising wikipedia , lookup
Ad blocking wikipedia , lookup
Product placement wikipedia , lookup
Online advertising wikipedia , lookup
Targeted advertising wikipedia , lookup
Proceedings of 23rd International Business Research Conference 18 - 20 November, 2013, Marriott Hotel, Melbourne, Australia, ISBN: 978-1-922069-36-8 The Influence of Internet Advertisement Appeal and Product Category on Emotion and Purchase Intention Liang Yun Lin* Chin-Shan Wu** and Fei-Fei Cheng*** In recent years, due to the increase in Internet users and online purchases, Internet advertising has become one of the important channels for advertisers to communicate product information to consumers. This study is an attempt to examine factors that might influence the ad effectiveness. The factors include ad appeals (rational, emotional), product categories (search, experience and credence products) and personality traits (faith in intuition, need for cognition). Using a sample of 643 subjects, the study showed that different ad appeals had significant main effect on emotional responses, which in turn influenced consumers’ purchase intention. 1. Introduction With the rapid growth of the computers and Internet technologies, more and more advertisers have started to take advantages of using computer-mediated communications. Internet advertising revenues in the U.S. hit $36.6 billion for the year 2012, representing a 15 percent increase over from 2011 (IAB, 2013). As spending on Internet advertising continues to rise (eMarketer, 2011), advertisers are increasingly looking for new ways to increase advertising effectiveness budgets. Therefore, this research aimed to explore the combinations of different product categories and ad appeals based on their emotional responses on purchase intention. 2. Methodology The research objective of this study is to examine the effect of different ad appeals and emotional responses in online consumers’ purchase intentions. In addition, the moderating effect of personality traits and different product categories on the relationship between ad appeals and emotional responses were also examined. The study is a 2 (ad appeal: rational/ emotional) x 2 (product category: search/ experience/ credence) between-subjects factorial design experiment, which included twelve scenarios. The focal products in current study for search product were digital camera and laptop; while perfume and teeth whitening were used for experience product. Vitamin C and stock market investment were used for credence product. The rational appeal is designed with messages such as product specifications, numeric figures or price, while the emotional advertising appeal emphasize on the psychological requirements as of how the subjects feels (such as happy, warm, love, joy etc.) when viewing the ads. * Mr. Liang Yun Lin, Institute of Technology Management, National Chung Hsing University, Taiwan. Email: [email protected] ** Dr. Chin-Shan Wu, Department of Information Management, Tunghai University, Taiwan Email: [email protected]; corresponding author *** Dr. Fei-Fei Cheng, Institute of Technology Management, National Chung Hsing University, Taiwan. Email: [email protected] Proceedings of 23rd International Business Research Conference 18 - 20 November, 2013, Marriott Hotel, Melbourne, Australia, ISBN: 978-1-922069-36-8 3. The Findings To evaluate the effect of ad appeals on emotion responses with moderating effect of personality traits and different product categories, analysis of variance (ANOVA) was conducted. The advertisement appeal had significant main effect on pleasure, but no significant effect on arousal was observed. Emotional ad appeal will result in more pleasured feeling than rational ad appeal. The interaction effects of ad appeal and product category and two personality traits were not significant. Surprisingly, the product category had significant main effect on pleasure. The results indicated that experience product is more likely to result in pleasured emotions. In order to examine the relationship between emotional responses and the respondents’ purchase intention, regression analysis was used. The results indicated that both emotional responses are significant indicators of purchase intention (R-square=0.224, p<0.001). Pleasure is more influential (beta=0.288) than arousal (beta=0.226) on purchase intention. 4. Summary and Conclusions The main purpose of this paper was to understand the difference of consumer emotional responses towards different ad appeals, as well as to find out that if personality traits and different product categories has any moderating effect between ad appeal and emotions. The experimental results indicated ad appeals had significant main effect on pleasure. Specifically, emotional ad appeals will result in more pleasured feelings. Results from current study will be able to provide practical implications for the marketers, advertisers and other online media professionals for better understanding the factors leading to more effective banner ads, which in turn help them get higher returns on investments. For advertisement to be more effective the advertiser should consider the emotional responses of the users as it would lead to different responses in purchase intention. Acknowledgment Funding of this research work is supported by the National Science Council (grant number, NSC 101-2410-H-029-005-MY2), Taiwan. References EMARKETER 2011. US Online Ad Spending, 2010-2015. IAB. 2013. 2012 Internet Advertising Revenue Full-Year Report [Online]. Available: http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_ 2012_rev.pdf [Accessed].