In an effort to understand the comparative effect of internet advertising on different product involvement clusters in the cell phone industry, this study attempts to compare and explain the relationships between variables that influence the effects of advertising, namely ad exposure, beliefs, judgments, feelings, and attitudes. Data were obtained from a sample of 638 Taiwanese Internet users. The study first proposes a valid and reliable measurement method for Internet advertising effects. Second, the relationship structure is developed and an empirical test is performed using ANOVA, factor analysis, and Structural Equation Modeling (SEM). The results show that different involvement clusters have significant differences between influence variables and the relationship structure of advertising effect. The high involvement cluster has a greater chance of experiencing Internet advertising and a more positive attitude toward Internet advertising. The low involvement cluster has a more complex relationship structure than the high involvement cluster. This study presents an alternate approach to the conceptualization and measurement of Internet advertising effect and shows the differences between the different product involvement clusters. The findings will aid in understanding consumers' attitudes toward Internet advertising and developing effective advertising strategies.
關聯:
Journal of International Marketing & Marketing Research, 33(2), 87-111
