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

被引：63
|
作者：
Wang, Kai [1 ]
Wang, Eric T. G.
Farn, Cheng-Kiang [2 ]
机构：
[1] Natl Kaohsiung Univ Appl Sci, Dept Informat Management, Kaohsiung 807, Taiwan
[2] Natl Cent Univ, Dept Informat Management, Chungli, Taiwan
来源：
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE | 2009年 / 13卷 / 04期
关键词：
Appeal strategy; consumers' involvement; Elaboration Likelihood Model; goal-directedness; variation strategy; Web advertising; ELABORATION LIKELIHOOD MODEL; TELEVISION COMMERCIALS; MODERATING ROLE; ENCODING VARIABILITY; INFORMATION SEARCH; PERIPHERAL ROUTES; BRAND ATTITUDE; REPETITION; PERSUASION; ATTENTION;
D O I：
10.2753/JEC1086-4415130404
中图分类号：
F [经济];
学科分类号：
02 ;
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.
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页码：67 / 95
页数：29
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