Exploring the Effect of the Cues of Online-advertising on Online-shopping Behavior Based on ELM

• Main Authors: Hung-Ru Chang, 張虹儒
• Other Authors: Wen-Chin Tsao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/75375230673089020015

碩士 === 國立勤益科技大學 === 企業管理系 === 98 === With online shops (e-stores) popping up at a rapid rate in the 21st century, brick-and-mortar stores (physical stores) are no longer the only outlet that attracts consumer spending. The purpose of this study based on the Elaboration Likelihood Model (MLE) is mainly to investigate effects of two persuasive routes on online-shopping behavior. A structural equation model (SEM) is developed to test the postulated causal model. The empirical results show that (1) the peripheral cue of the e-ads has a significant positive effect on hedonic value; (2) the central cue of the e-ads has a positive effect on utilitarian value; (3) utilitarian value will positively impact on searching intention, while hedonic value doesn’t; (4) searching intention will positively influence on purchase intention; (5) the moderating effect of the Big Five personality traits on the causal model cannot be verified in this study. In summery, online shoppers will be persuaded by the central cues, and they will comply with the central route to make the purchase decision. The managerial implications for e-marketing mangers, the limitations of this study, and further research ideas for future researchers are discussed in depth.