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AbstractA Study on Attention and Complexity of Internet Advertisement of Hierarchy of effects(Aad→Ab→PI)Yang, Young-Jong
The testing that has been conducted has mainly been done with the traditional print and broadcast media; no known examination of the internet advertising effects has been made of the new medium that has come to be known as the Internet. Unlike the traditional advertising media, familiarity and experience with the internet cannot be assumed for the majority of consumers at this time and may play a role in advertising effectiveness. The research wan conduct that it provides a relatively controllable environment where computers are available for subjects to use. A total of 340 subjects take part in the experiment to each of the three treatments. Based on research results, the attitudes toward internet advertising were shown to have a very high degree of relation with attitude toward brands, and purchase intention, verifying that the hierarchy-of-effects is in force. Although the theory that such layer efficacy can be applied in the existing media is a prevailing one, it could also be shown that it also applied in internet advertising as well. In other words, the hierarchy-of-effects was confirmed to have its presence felt in the form of attitude-toward-the-ad(Aad) °E brandattitude(Ab)° Epurchase intention(PI), all regarding internet advertising. Moreover, complex internet advertisements with a diverse range of changes elicited more favorable responses than simple ones. This result can be attributed to the fact that internet users are more likely to selectively accommodate and digest information on their own rather than being dictated by a theory that complexity imbues negativity. The attention to the commercial were shown to have a high degree of relation with attitudes toward internet advertising. key word: hierarchy-of-effects, Aad, Ab, PI, attention and complexity of internet advertisement |
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