Internet Advertising Pleasure and Purchase Intention

The purpose of this study is to provide some insights regarding the Internet advertising Pleasure, IAP. The recent negative trends and deficiencies in Internet advertising makes it imperative to study various factors affecting this area of marketing and explain why people have not enough willingness to click on advertisements. This study builds a comprehensive theoretical model explaining the internet advertising pleasure. By administrating a survey, the paper examined the 288 Internet users' reactions in Iran. A structural equation model and AMOS software were used to analyze the data. A total of five latent variables of internet advertising pleasure were examined: prior experience, website pleasure (attitude toward website), and arousal as antecedents; and attitude toward brand and purchase intention as consequences. The paper found that regardless of “Website pleasure” and “Arousal,” these constructs successfully explain Internet advertising pleasure by incorporating advertising relaxedness, advertising happiness, and advertising satisfaction. The prior experience was found to be the most significant for explaining Internet advertising pleasure. This study offers one of the first attempts to build a comprehensive theoretical model explaining Internet Advertising Pleasure, IAP. Second, this study offers a new scale for internet advertising pleasure with higher content validity.

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The Influence of Social Support on Customer Satisfaction Based on the Consumer Experience Theory

International Journal of Information Systems and Social Change ◽

10.4018/ijissc.2020100105 ◽

2020 ◽

Vol 11 (4) ◽

pp. 70-81

Author(s):

Pinghao Ye ◽

Liqiong Liu ◽

Linxia Gao ◽

Quanjun Mei

Keyword(s):

Social Support ◽

Customer Satisfaction ◽

Purchase Intention ◽

Structural Equation ◽

Equation Model ◽

Consumer Experience ◽

Factors Affecting ◽

Customer Feedback ◽

Support Theory ◽

The Social

Customer satisfaction (CS) is an important factor determining the success of online clothing shopping. This document tries to analyze factors affecting CS towards online clothing shopping through a systematic study, in a bid to help online clothing retailers improve CS for higher sales. Based on the social support theory, the authors created a model of factors affecting CS towards online clothing shopping and conducted a questionnaire survey to obtain customer feedback, which was then analyzed through a structural equation model. The analysis results indicate that sensory experience (SE), quality experience (QE), trust (TR), and recommendation (RE) exerted favorable effects on CS towards online clothing shopping, and CS, as a mediating variable, affected customer loyalty (CL), and purchase intention (PI) positively.

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E-Lifestyle And Internet Advertising Avoidance

Jurnal Manajemen ◽

10.24912/jm.v22i3.432 ◽

2018 ◽

Vol 22 (3) ◽

pp. 435

Author(s):

Widarto Rachbini, Iha Haryani Hatta

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Sampling Technique ◽

Factor Loading ◽

Internet Advertising ◽

Equation Modeling ◽

The Internet ◽

Lifestyle Behavior ◽

Internet Users ◽

Advertising Avoidance

E-lifestyle behavior towards avoiding internet advertising needs to be known to design an advertisement on the internet, so that the tendency of avoiding internet advertising can be reduced.Therefore, research on e-lifestyle and internet advertising avoidance is needed which aims to find out the influence of each e-lifestyle on Internet advertising avoidance and the behavior of each e-lifestyle towards Internet advertising avoidance activities. The population of this study is Internet users. A sample of 200 Jakarta residents were selected by purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM). The results obtained after the data were analyzed show that need-driven, interest-driven, entertainment-driven, sociability-driven, and novelty-driven influence the avoidance of Internet advertising. But Importance-driven and concern-driven e-lifestyle have no influence. In addition, entertainment-driven e-lifestyle has the largest factor loading value on average. This indicates that the majority of respondents are entertainment-driven in using the Internet everyday.

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Online Advertising

International Journal of Innovation in the Digital Economy ◽

10.4018/ijide.2017100101 ◽

2017 ◽

Vol 8 (4) ◽

pp. 1-17

Author(s):

Mehdi Behboudi ◽

Amir Abedini Koshksaray

Keyword(s):

Gender Differences ◽

Theoretical Model ◽

Latent Variables ◽

Structural Equation ◽

Online Advertising ◽

Equation Modeling ◽

The Internet ◽

Negative Experience ◽

Key Dimensions ◽

S Model

This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon (2004)'s model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables based on structural equation modeling, SEM. By using SEM the authors found that seven latent variables including user-perceived ad quality, internet life style, primary motives, gender differences (initial ad avoidance), perceived ad clutter, prior negative experience, and perceived goal impediment (further ad avoidance) collectively explain why people avoid advertising on the Internet. The authors found that avoidance has two key dimensions «initial ad avoidance» and «further ad avoidance.”

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Online Advertising

Ethics and Decision-Making for Sustainable Business Practices - Advances in Business Strategy and Competitive Advantage ◽

10.4018/978-1-5225-3773-1.ch009 ◽

2018 ◽

pp. 145-163

Author(s):

Mehdi Behboudi ◽

Amir Abedini Koshksaray

Keyword(s):

Gender Differences ◽

Structural Equation Modeling ◽

Theoretical Model ◽

Latent Variables ◽

Structural Equation ◽

Online Advertising ◽

Equation Modeling ◽

The Internet ◽

Negative Experience ◽

Key Dimensions

This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon's (2004) model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables based on structural equation modeling, SEM. By using SEM, we found that seven latent variables including user-perceived ad quality, internet life style, primary motives, gender differences (initial ad avoidance), perceived ad clutter, prior negative experience, and perceived goal impediment (further ad avoidance) collectively explain why people avoid advertising on the Internet. We found that avoidance has two key dimensions “initial ad avoidance” and “further ad avoidance.”

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The Right Format of Internet Advertising (RFIA)

Information Resources Management Journal ◽

10.4018/irmj.2013040102 ◽

2013 ◽

Vol 26 (2) ◽

pp. 20-42 ◽

Cited By ~ 1

Author(s):

Payam Hanafizadeh ◽

Mehdi Behboudi

Keyword(s):

Theoretical Model ◽

Latent Variables ◽

Product Type ◽

Internet Advertising ◽

Product Involvement ◽

Factors Affecting ◽

Advertising Strategy ◽

The Right ◽

Banner Blindness

This study was designed to provide some insights into how Iranian marketers can find the right format of Internet advertising. Recent negative trends in Internet advertising, such as “banner blindness” and extremely low click-through rates, make it imperative to study various factors affecting the right format of Internet advertising. Therefore, this study builds a comprehensive theoretical model explaining how marketers are able to find the right format of Internet advertising. Accordingly, seven latent variables related to the right format of Internet advertising were examined: objective ad features, subjective ad features, product type, user types, ad types, advertising strategy, and ICT condition. It was found that these constructs successfully explain how marketers can find the right format of Internet advertising. Product involvement is found to be the most significant antecedent explaining the right format of Internet advertising.

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How can online store layout design and atmosphere influence consumer shopping intention on a website?

International Journal of Retail & Distribution Management ◽

10.1108/ijrdm-01-2013-0035 ◽

2013 ◽

Vol 42 (1) ◽

pp. 4-24 ◽

Cited By ~ 47

Author(s):

Wann-Yih Wu ◽

Chia-Ling Lee ◽

Chen-Su Fu ◽

Hong-Chun Wang

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Design Methodology ◽

Emotional Arousal ◽

Positive Influence ◽

Equation Model ◽

Layout Design ◽

Online Retailing ◽

Content Type ◽

Internet Users

Purpose – Online retailing has attracted a lot of attention in recent years due to its great potential and significant implications for buyers and sellers. This study adopts the stimulus-organism-response (S-O-R) framework to illustrate how store layout design and atmosphere influence consumers' shopping intention on the website. Design/methodology/approach – The sample for this study comprised 626 respondents from the internet users. A structural equation model was employed to identify the interrelationships of store layout design, atmosphere, emotional arousal, attitude toward the website, and purchase intention. Findings – The analytical results of this study indicate that store layout design has significant impacts on emotional arousal and attitude toward the website, and thus has a positive influence on purchase intention. In addition, atmosphere has a more influential effect on emotional arousal than store layout design. Originality/value – This study provides new insights into the influences of store layout design and atmosphere on consumer online shopping intentions.

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The Model of Customer Experience and Purchase Intention in Online Environment

Sukkur IBA Journal of Management and Business ◽

10.30537/sijmb.v4i1.101 ◽

2017 ◽

Vol 4 (1) ◽

pp. 1

Author(s):

Muhammad Zahid Maitlo ◽

Neelam Jugwani ◽

Rehman Gul Gilal

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Sampling Technique ◽

Customer Experience ◽

Equation Model ◽

Purchase Decision ◽

Online Environment ◽

Online Purchase ◽

Internet Users ◽

Convenience Sampling

The online purchase intention is very critical and fascinating in today’s e-environment. It has direct involvement in customer decision making in terms of purchase. Thus, corporations use various marketing tools to seize customer attention for product purchase decision. This study provides the model of customer experience and purchase intention in e-environment. A total of 326 internet users were requested to provide the data through distributed questionnaire using non-probability e-convenience sampling technique. Further, Analysis of Moment Structure was employed and Structural Equation Model was used to measure the model of customer experience and online purchase intention with customer experience sub-dimension i.e. online hedonic elements, online aesthetics and online functional elements. The result of the study clearly indicates that customer with tremendous experience tends to purchase frequently in an online environment. In other words, customer online experience is directly proportional to purchase intention. Hence, increase in online customer experience will increase purchase intention.

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How China’s internet commonweal platform improves customer participation willingness? An exploratory study of Ant Forest

Chinese Management Studies ◽

10.1108/cms-03-2020-0106 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Xiangdong Shen ◽

Li Wang ◽

Xiangmeng Huang ◽

Shuai Yang

Keyword(s):

Latent Variables ◽

Structural Equation ◽

Equation Model ◽

Customer Participation ◽

Public Welfare ◽

The Internet ◽

Online Questionnaire ◽

Content Type ◽

Managerial Implications ◽

The Relationship

Purpose The purpose of this paper is to investigate the influence of internet commonweal characteristics on consumers’ participation willingness, mainly predicated on the stimulus-organism-response model. Furthermore, co-creation value is tested as a mediator of the relationship between internet commonweal characteristics and consumers’ participation willingness, by using the project of Ant Forest issued by Ali-pay as an example. Design/methodology/approach An online questionnaire survey was conducted among Ant Forest’s consumers with a final sample of 584 valid data. Moreover, to test the hypotheses in the relationship among latent variables, structural equation model analysis was used in this study. Findings The findings show that openness and interactivity as two kinds of characteristics of internet commonweal have positive effect on customers’ co-creation value; while co-creation would mediate the relationship between internet commonweal characteristics and customers’ participation willingness. As a result, more co-creation value would be created between the companies and their customers for higher level of internet commonweal to gain a sustainable image. Practical implications Two managerial implications derived in this paper to explain how to manage the internet public welfare platform and how to promote the social public welfare undertakings. In short, consumers’ co-creation value, green value, personal achievement value and social relationship value would be aroused by the internet commonweal characteristics and will finally affect consumers’ participation willingness. Originality/value The originality and value in this paper is enriching the importance of customers’ co-creation value in the field of internet commonweal. And demonstrating that openness and interactivity of internet commonweal characteristics would increase customers’ co-creation value.

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Analisis Pengaruh Informativeness, Credibility, Entertainment, dan Irritation Terhadap Advertising Value Serta Implikasinya Terhadap Purchase Intention (Telaah Pada Iklan Gillette Mach 3 di Youtube)

Jurnal Manajemen ◽

10.31937/manajemen.v8i2.590 ◽

2016 ◽

Vol 8 (2) ◽

pp. 13-31

Author(s):

Gregorius Rivaldo

Keyword(s):

Theoretical Model ◽

Structural Equation Model ◽

Purchase Intention ◽

Structural Equation ◽

Equation Model ◽

Intention To Purchase ◽

Negative Effect ◽

Minimum Age ◽

Mach 3 ◽

Positive Effect

With the growth of YouTube users, it’s advertising features gave an opportunitiy for many manufacturers and companies to market their products. One of the companies that advertise through YouTube is Gillette. Gillette uses YouTube to advertise one of their main products Gillette Mach 3 Turbo. The issues raised in this study is to determine whether or not the customer’s intention to purchase of Gillette Mach 3 Turbo inflicted by their Youtube Ad is influenced by informativeness, credibility, entertainment, and irritation through advertising value. The theoretical model presented in this study includes 5 hypotheses and to be tested using Structural Equation Model. The sample in this study were 120 respondents, androgynous male, shaved at least 3 days, have a minimum age of 17 years, a YouTube user, and have never bought Gillette Mach 3 Turbo razor. A questionnaire is designed to gather information from prospective buyers of Gillette Mach 3 Turbo razor based on the YouTube ad. Results of the analysis showed that informativeness, credibility and entertainment positive effect on purchase intention through advertising value. While irritation negative effect on purchase intention through advertising value. The conclusion of this study is that Gillette Mach 3 Turbo advertisement provides high value to prospective customers that is YouTube users. Keywords: informativeness, credibility, irritation, entertainment, advertising value, purchase intention

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