Effect of Advertising Design on Click Attitude towards Click Intention: Mediating Impact of Emotion

• Main Author: Uyanga Bayarjargal
• Other Authors: Chien-Hsing Wu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/10773091988789632698

碩士 === 國立高雄大學 === 國際企業管理碩士學位學程 === 104 === Emotion has gradually been one of the antecedents that influence online browsing behavior. Literature has paid limited attention to the effect of online user’s emotion evoked by advertisement (ad) design on the click attitude toward click intention. The main propose of this research thesis is to empirically examine a research model that describes click behavior of online ads. The effect of design types of ad is compared. This study considers two design types of ad which are video and animated picture ad for the same product from the same company. Moreover, emotion that is evoked by the ad is tested for the alternation power of effect of design type and click attitude after seeing the ads. Based on the data analysis of 154 valid samples for video type advertisement and 177 valid samples for the animated picture ad, the main research findings are as follows: (1) Both video and non-video types of design of ad are highly associated with click attitude, (2) Both types of ads are significantly related to emotion that is evoked, (3) Mediation effect of emotion is confirmed partially significant in the video design type of ad whereas insignificant in the non-video one, mainly because of the strength of emotion induced. Discussion and implications are also addressed.