The effect of web advertising visual design on online purchase intention: An examination across gender
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- 作者：Abubaker Shaoufa ; Abubaker.Shaouf@brunel.ac.uk" class="auth_mail" title="E-mail the corresponding author ; Kevin Lü ; a ; kevin.lu@brunel.ac.uk" class="auth_mail" title="E-mail the corresponding author ; Xiaoying Lib ; Xiaoying.Li@keele.ac.uk" class="auth_mail" title="E-mail the corresponding author
- 关键词：Web advertising ; Advertising attitudes ; Brand attitudes ; Purchase intention ; Gender differences
- 刊名：Computers in Human Behavior
- 出版年：2016
- 出版时间：July 2016
- 年：2016
- 卷：60
- 期：Complete
- 页码：622-634
- 全文大小：551 K
文摘
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A model of the effects of web advertising visual design (WAVD) is proposed.
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Structural equation model (SEM) is adopted to test the model.
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WAVD positively influences online purchase intention via attitudinal effects.
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Gender moderates the effect of WAVD on consumers' attitudes and purchase intention.