Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness

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题名:	Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness
作者:	Wang,K;Wang,ETG;Farn,CK
贡献者:	資訊管理研究所
关键词:	ELABORATION LIKELIHOOD MODEL;TELEVISION COMMERCIALS;MODERATING ROLE;ENCODING VARIABILITY;INFORMATION SEARCH;PERIPHERAL ROUTES;BRAND ATTITUDE;REPETITION;PERSUASION;ATTENTION
日期:	2009
上传时间:	2010-06-29 20:37:38 (UTC+8)
出版者:	中央大學
摘要:	Determining the best way to utilize on-line media for advertising purposes is a critical question. This research, based on the Elaboration Likelihood Model (ELM), incorporates consumer goal-directedness and involvement as moderators influencing when a particular advertising strategy (i.e., variation strategy vs. appeal strategy) will be appropriate for Web advertisements. The results of a laboratory experiment supported the use of ELM in the Web environment and showed how advertising strategies should be designed and implemented in accordance with consumer goal-directedness and involvement to achieve Web advertising effectiveness. The results demonstrated the uniqueness of the Web media and the importance of goal-directedness and consumer involvement in the Web advertising context.
關聯:	INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE
显示于类别:	[資訊管理研究所] 期刊論文

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