scholarly journals The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

2016 ◽  
Vol 8 (5) ◽  
pp. 41 ◽  
Author(s):  
May M. Fahmy ◽  
Ahmed I. Ghoneim
Keyword(s):  
New Media ◽  
Purchase Intention ◽  
Advertising Effectiveness ◽  
Mediated Moderation ◽  
Corporate Websites ◽  
Perceived Interactivity ◽  
Moderation Model ◽  
The Impact ◽  
Moderating Role

<p>Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and advertising effectiveness measures has yielded inconclusive results. The purpose of this study is to perform a systematic investigation of the underlying mechanisms between the actual interactivity and the advertising effectiveness measures.</p><p>This paper proposes a model that empirically examines the role of the perceived interactivity in mediating the impact of actual interactivity on advertising effects; moreover, it studies the moderating role of individual differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and purchase intention, the attitude towards the brand, and the attitude towards the website; additionally, it reveals that age plays a significant moderating role between actual and perceived interactivity. Thus, the mediated moderation model is supported. Furthermore, this paper tackles the implications of the interactivity theory building in the practice of marketing communications and interactive advertising.</p>

The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

2017 ◽  
Vol 21 (4) ◽  
pp. 367-374 ◽  
Author(s):  
Tijo Thomas ◽  
Johney Johnson
Keyword(s):  
Path Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Sampling Method ◽  
Advertising Effectiveness ◽  
Effectiveness Research ◽  
Mediating Role ◽  
Area Sampling ◽  
The Impact

The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of the advertisement. This study evaluates the effect of celebrity expertise on advertising effectiveness. Research participants ( N = 109) were selected based on area sampling method. The respondents completed a questionnaire that measured the respondent’s perception of celebrity’s expertise, celebrity brand fit, attitude towards advertisement, attitude towards brand and purchase intention. Path analysis was used to evaluate the hypothesis. The study found that celebrity expertise has got a very significant influence on purchase intention indicating that the practitioner should focus on celebrity’s field of expertise before deciding on the endorsement. The study also found that influence of celebrity brand fit on purchase intention is mediated by the attitude towards advertisement and attitude towards the brand.

scholarly journals Impact of Sexual Jealousy on Partner Infidelity among University Students: Gender as Moderator

2020 ◽  
Vol 1 (1) ◽  
pp. 22-29
Author(s):  
Dr Muhammad Saleem ◽  
Amna Nazeer ◽  
Areeha Khan Durrani
Keyword(s):  
University Students ◽  
Positive Impact ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Sexual Jealousy ◽  
Moderation Model ◽  
The Impact ◽  
Moderating Role ◽  
Significant Moderator

This research was aimed to examine the moderating role of gender on the impact of sexual jealousy on partner infidelity among university students. For the purpose, a sample of 352 students were recruited through simple random sampling technique from four cities (Bahawalpur, Multan, Lahore, Rawalpindi) of Punjab, Pakistan. Respondents were given two questionnaires; Interpersonal Jealousy Scale and Infidelity Questionnaire. After data collection, results were analysed through SmartPLS (3.0) for moderation model.  The results showed that sexual jealousy had significant positive impact showing 59% variance on partner infidelity, whereas, gender was found to be a significant moderator between sexual jealousy and partner infidelity (R2= 0.594, t= 2.403, p<.01). The results of this research are discussed in detail with limitations and future suggestions for the future researches related to impact of sexual jealousy on partner infidelity.

Does product display quantity increase purchase intention? The mediation of diminished pain of payment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tengfei Guo ◽  
Shiquan Zhong ◽  
Xuelian Wang ◽  
Geng Li
Keyword(s):  
Purchase Intention ◽  
Field Experiments ◽  
Positive Impact ◽  
Mediating Effect ◽  
Content Type ◽  
Online Purchase ◽  
Psychological Mechanism ◽  
The Impact ◽  
Moderating Role

PurposeIn this research, the authors aim to investigate the impact of product display quantity on consumers' online purchase intention through the diminished pain of payment, in light of signaling theory and mental accounting theory. Additionally, the authors test the role of price in this psychological mechanism.Design/methodology/approachThe authors use a combination of online studies and field experiments to test our predictions. Four online studies are conducted to test the main effect of product display quantity on purchase intention (Studies 1A and 1B), the mediating effect of the diminished pain of payment (Study 2), and the moderating role of price (Study 3). Two field experiments are conducted to strengthen the robustness of our findings.FindingsThe findings suggest that product display quantity has a significantly positive impact on purchase intention, mediated by the diminished pain of payment, and this effect is moderated by price.Originality/valueThis is the first study to investigate the effect of product display quantity on online purchase intention. This research advances the discussion of product display quantity, which provides retailers and consumers with a convenient way to communicate with each other and leads to a more relaxed purchase experience.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

Impact of Product Presentation on Purchase Intention

2019 ◽  
pp. 1-18
Author(s):  
Devkant Kala ◽  
D. S. Chaubey
Keyword(s):  
Purchase Intention ◽  
Online Shopping ◽  
Sensory Attributes ◽  
Purchase Behavior ◽  
Online Shoppers ◽  
Product Presentation ◽  
The Impact ◽  
Moderating Role ◽  
Virtual Product

Effective visual product presentation gives consumers a sense of appropriateness and supplementary perceptible experience to lessen the degree of apparent risk, compensate the absence of sensory attributes, and offer delightful online shopping experiences. The purchase of lifestyle products has become a matter of happiness to consumers that is convincingly regulated by the mood. Mood—a direct indicator of the subjective wellbeing—plays a prominent role in consumers' purchase behavior. This chapter attempts to examine the impact of product presentation on purchase intention of lifestyle products and moderating role of mood by obtaining data from 356 Indian online shoppers. Results revealed that mood moderates the impact of product presentation on purchase intention in online shopping context. The study recommends that marketers must offer pleasant and lively virtual product experiences for creating favorable shopping atmospherics and encouraging consumers' purchase intention.

scholarly journals The Country of Origin (COO) Model of the Indonesian and Chinese Printed Batik Products

2019 ◽  
Vol 54 (4) ◽  
Author(s):  
M.S. Mahrinasari
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Consumer Preference ◽  
Brand Preference ◽  
Global Business ◽  
Global Brand ◽  
The Impact ◽  
Moderating Role

Indonesia has become one of the destination countries to market their products and services, and there are various products that are quite widely available in the Indonesian market. The country of origin (COO) model in this research is a new developed model that aims to analyze the moderating role of Ethnocentrism in the effect of the COO and brand preference (BP) on purchase intention toward the Indonesian and Chinese Batik. To address this research purpose, 414 respondents took part in the survey, and the data obtained were analyzed by Structural Equation Model (SEM) with Lisrel 8.80 application. The result of this study shows that Ethnocentrism plays a role as the moderating variable in the effect of COO on purchase intention. However, whenever the effect of the brand preference on purchase intention exists, there is no moderating role of Ethnocentrism. Consumer Ethnocentrism shows that the Chinese batik is purchased in the case if the Indonesian batik is unavailable. It implies that consumer preference to the Chinese Batik exists, because it has a superior quality, a unique or authentic design, and more experience, as the impact of Global Business aspect. The study concluded that the company management must apply global Brand Repositioning Strategy in terms of the superior quality and unique design in fulfilling the global consumers’ needs.

Impact of Product Presentation on Purchase Intention

2021 ◽  
pp. 1477-1491
Author(s):  
Devkant Kala ◽  
D. S. Chaubey
Keyword(s):  
Purchase Intention ◽  
Online Shopping ◽  
Sensory Attributes ◽  
Purchase Behavior ◽  
Online Shoppers ◽  
Product Presentation ◽  
The Impact ◽  
Moderating Role ◽  
Virtual Product

Effective visual product presentation gives consumers a sense of appropriateness and supplementary perceptible experience to lessen the degree of apparent risk, compensate the absence of sensory attributes, and offer delightful online shopping experiences. The purchase of lifestyle products has become a matter of happiness to consumers that is convincingly regulated by the mood. Mood—a direct indicator of the subjective wellbeing—plays a prominent role in consumers' purchase behavior. This chapter attempts to examine the impact of product presentation on purchase intention of lifestyle products and moderating role of mood by obtaining data from 356 Indian online shoppers. Results revealed that mood moderates the impact of product presentation on purchase intention in online shopping context. The study recommends that marketers must offer pleasant and lively virtual product experiences for creating favorable shopping atmospherics and encouraging consumers' purchase intention.

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