The Impact of Feeling, Judgment and Attitude on Purchase Intention as Online Advertising Performance Measure

NCUTIR > College of Management > Department of Business Administration > 【企業管理系所】期刊論文 > Item 987654321/2707

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Title:	The Impact of Feeling, Judgment and Attitude on Purchase Intention as Online Advertising Performance Measure
Authors:	Wu, Shwu-Ing
Date:	2006-06
Issue Date:	2009-08-19 07:24:24 (UTC+8)
Publisher:	European Marketing Association
Abstract:	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.
Relation:	Journal of International Marketing & Marketing Research, 31(2), 89-108
Appears in Collections:	[Department of Business Administration] 【企業管理系所】期刊論文

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