Shaouf, A, Lu, K and Li, X (2016) The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, 60. 622 - 634. ISSN 1873-7692

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With web advertising growing to be a huge industry, it is important to understand the effectiveness of web advertisement. In this study we investigate the effects of web advertising visual design (WAVD) purchasing intention within the framework of an integrated model. Nine hypotheses were developed and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural equation modeling (SEM) indicate that while web advertising visual cues influence consumers' purchasing intention through advertising attitudes and brand attitudes, they do not have direct effects on purchasing intention. Further results on the moderating role of gender suggest that web advertising visual cues have direct effect on consumers' purchasing intention for male groups but not for female groups. This study contributes to the understanding the role of visual dimensions in forming online purchase intentions.

Item Type: Article
Additional Information: This article is made available online in accordance with publisher policies.
Uncontrolled Keywords: web advertising; advertising attitudes; brand attitudes; purchase intention; gender differences
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Divisions: Faculty of Humanities and Social Sciences > Keele Management School
Depositing User: Symplectic
Date Deposited: 09 Mar 2017 15:19
Last Modified: 11 Apr 2019 08:29

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