Indian Journal of Science and Technology

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The Effects of Engagement Factors of Virtual Advertising on Purchase Intention: The Mediating Role of Advertising Attitude


Affiliations
1 Department of Advertising, Namseoul University, Korea, Democratic People's Republic of
2 Department of Advertising, Hanyang University, Korea, Democratic People's Republic of
 

Background/Objectives: There has been an increasing interest in virtual advertising in a variety of contents. The current research aims to identify the effect of engagement features of virtual advertising in soap operas and entertainment programs on advertising attitude and purchase intention. Methods/Statistical Analysis: Data was collected from a group of 234 subjects who had experienced virtual advertising and analysis of covariance was conducted to the collected data. Findings: It was found that all the engagement features – visibility, amusement and usefulness – had a positive effect on advertising attitude. Second, visibility and usefulness exerted a positive influence on purchase intention. Third, attitude towards virtual advertising had a positive effect on purchasing intention. Finally, visibility and usefulness had a partial mediating effect, while amusement had a complete mediating effect. Improvements/Applications: The findings of the present research are expected to provide suggestions to find a way to enhance the effect of virtual advertising.

Keywords

Advertising Attitude, Advertising Effects, Engagement, Purchase Intention, Virtual Advertising.
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  • The Effects of Engagement Factors of Virtual Advertising on Purchase Intention: The Mediating Role of Advertising Attitude

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Authors

Yun–Seul Choi
Department of Advertising, Namseoul University, Korea, Democratic People's Republic of
Sang–Pil Han
Department of Advertising, Hanyang University, Korea, Democratic People's Republic of
Seung–Yeob Yu
Department of Advertising, Namseoul University, Korea, Democratic People's Republic of

Abstract


Background/Objectives: There has been an increasing interest in virtual advertising in a variety of contents. The current research aims to identify the effect of engagement features of virtual advertising in soap operas and entertainment programs on advertising attitude and purchase intention. Methods/Statistical Analysis: Data was collected from a group of 234 subjects who had experienced virtual advertising and analysis of covariance was conducted to the collected data. Findings: It was found that all the engagement features – visibility, amusement and usefulness – had a positive effect on advertising attitude. Second, visibility and usefulness exerted a positive influence on purchase intention. Third, attitude towards virtual advertising had a positive effect on purchasing intention. Finally, visibility and usefulness had a partial mediating effect, while amusement had a complete mediating effect. Improvements/Applications: The findings of the present research are expected to provide suggestions to find a way to enhance the effect of virtual advertising.

Keywords


Advertising Attitude, Advertising Effects, Engagement, Purchase Intention, Virtual Advertising.



DOI: https://doi.org/10.17485/ijst%2F2016%2Fv9i39%2F126380