Advertising exposure and public attitude toward the advertising are the key influencing factors of product quality perception and advertising performance. To understand online advertising performance, the impact of feeling, judgment, beliefs and attitude on purchase intention were examined. This study proposes and tests the influencing factors' causal models for online advertising performance. Measures of advertising performance and relationship structure are developed. An empirical test is performed using ANOVA, factor analysis and SEM. This study presents an alternate approach to the conceptualization and measurement of online advertising performance, and demonstrates the relationship among the components of performance model. The results showed that there are interconnected effects among feeling, judgment, beliefs, attitude, and purchase intention relating to online advertising performance.
關聯:
Journal of International Marketing & Marketing Research, 31(2), 89-108
