Influencing factors of online advertising towards consumer purchase intention
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Date
2009
Authors
Hongyan, Ren
Journal Title
Journal ISSN
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Abstract
Nowadays, with the rapid growth and increasing accessibility of the Internet, computer and
communication technologies play an important role in current business advertisement
environment, which have changed the traditional ways of advertising. Many companies are
aware of this tendency and widely using online advertising as a communication tool to enhance
the market strategy and build strong brand image to attract potential consumers and improve
their overall mar!cet performance.
The present study attempts to explore the relationship between the personal beliefs, namely
product information, social image, enjoyment and falsity (no sense) 'and purchase intention,
whilest attitude towards online advertising is included as a mediator. Finding from this study
could help companies enhance the effectiveness of online advertising implementation as part of
market communication strategy.
A survey has been carried out in Beijing, China and a total of 207 completed questionnaires
are collected for further analysis. The results indicate that the personal beliefs of product
information, social image and enjoyment are positively and significantly related to purchase
intention and attitude towards online advertising. Falsity (no sense) shows significant but not
negatively related to purchase intention and attitude. Besides, attitude towards online advertising
has a mediating effect between personal beliefs and purchase intention. These findings would be
helpful for advertisers on how to effectively utilize online advertising as their market
communication.