The effect of web advertising visual design on online purchase intention: An examination across gender

Shaouf, Abubaker; Lü, Kevin; Lü, Xiaoying

doi:10.1016/j.chb.2016.02.090

Cited by 222 publications

(174 citation statements)

References 115 publications

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“…Such differences have a neurological basis, with women associating with greater levels of engagement and trust (Riedl et al, 2010), as well as Hedonic shopping activities (Huang and Yang, 2010;Kalia, 2017;Kotzé et al, 2012). Earlier research by Chen (2007) and Shaouf et al (2016) found that men prefer e-Commerce channels more than women, who show a greater preference for high street retail. However, these conclusions focus on western consumers and therefore the generalisability to the Chinese market is untested.…”

Section: The Influence Of Demographics In Fashion Retailmentioning

confidence: 99%

What influences Chinese fashion retail? Shopping motivations, demographics and spending

Parker

Lü

2019

JFMM

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Purpose The purpose of this paper is to establish the influence of shopping motivations on Chinese fashion retail engagement relative to demographics, monthly spend on fashion items and high street/electronic commerce (e-commerce) preference. This is to determine how international fashion retailers should design more effective retails channels, expanding upon established theory in Hedonic and utilitarian motivations. While earlier research suggests shopping motivations associate with demographics while influencing retail channel preference and consumer spending, much of this exploration is Western focused, with all variables being influential. However, the degree to which these apply to China, and the unique fingerprint of influential motivations remains unknown. This paper answers these questions to allow international retailers to develop more efficient marketing strategies and design more effective retail channels. Design/methodology/approach In all, 403 Chinese consumers generalisable to the broader population were surveyed on their hedonic and utilitarian motivations to shop for fashion apparel in high street and e-commerce environments. Statistical analysis was commenced through direct logistic regression and MANOVA. Findings Demographics have limited association with shopping motivations, with gender and age only producing small effect sizes, while occupation, income and education has no significance. High street store preference is influenced by adventure and social shopping and e-commerce preference only by idea shopping. Spending over ¥1k per month on fashion apparel is influenced by gratification and idea shopping, and regular spending habits inspired by value shopping. Originality/value This empirical paper characterises the fingerprint of shopping motivations’ influence as singular to China while proving their limitation and need for a wider plethora of influential factors to be recognised.

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Section: The Influence Of Demographics In Fashion Retailmentioning

confidence: 99%

What influences Chinese fashion retail? Shopping motivations, demographics and spending

Parker

Lü

2019

JFMM

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“…It is important for hoteliers to determine the factors that influence purchase intention at this stage of the prepurchase (Lien et al, 2015). The level of purchases will increase if positive purchase intention is more powerful than the weak intention (Shaouf et al, 2016). Based on the results of a survey conducted by Nielsen Global Survey of e-commerce, it is found that travel services are the most widely planned by consumers to purchase online.…”

Section: Introductionmentioning

confidence: 99%

The Influence of Website Quality on Online Purchase Intentions on Agoda.Com with E-Trust as a Mediator

Octavia

Tamerlane

2017

Binus Business Review

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In e-commerce market, there is no physical interaction between buyers, sellers, and payments. The confidence to buy online e-trust can raise or lower the perceived risk and security issues, so e-trust is crucial for the success of e-commerce companies, such as Agoda.com. The sorting of online businesses is vital to avoid losses when doing the online business transaction, such as by looking at the quality of the website and the company's ability to provide e-trust. The methods used in this research were quantitative and causal. The research sample was collected using non-probability sampling method which was purposive sampling by taking 200 respondents. Data analysis techniques used SEM (Structural Equation Modeling).The conclusion shows the existence of a significant influence on the website's quality towards e-trust, and e-trust on the online purchase intentions. Moreover, there is an insignificant impact on the quality of the site towards online purchase intentions.

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“…(2) In addition, it has been reported that the advertisement's design influences consumers' purchasing intentions through advertising and brand attitudes. (3) Therefore, for more effective marketing, it is important to consider the advertisement's design, such as the placement and color of the scheme.…”

Section: Introductionmentioning

confidence: 99%

Evaluation of Online Advertisement Design Using Near-infrared Spectroscopy

Kurahashi¹,

Misawa²,

Yamashita³

2018

Sensors and Materials

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Sales from online advertisements have increased, and this market is expected to expand further with the spread of the Internet of Things (IoT). To enable more effective marketing, it is important to consider the advertisement's design. In general, questionnaires are typically used to evaluate the marketing effectiveness. However, neuromarketing based on brain activity has attracted attention in recent years as a new marketing method. In this study, we examined the effects of advertisement rating, placement, and color on brain activity using near-infrared spectroscopy (NIRS). For that, we used 34 pictorial advertisements, 34 verbal advertisements, and 34 webpages on which the two advertisement types were placed on the right and the left sides of webpage content. First, seven participants viewed the 34 webpages. Subsequently, they viewed the 68 advertisements and rated them on a 7-point scale. Brain activity was measured simultaneously while they viewed the advertisements. The NIRS results indicated that the concentration of oxygenated hemoglobin increased when the participants viewed highly rated advertisements compared with poorly rated ones. In addition, a significant difference in brain activity was also observed in accordance with the placement and color of the pictorial advertisements and the color of verbal advertisements.

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The effect of web advertising visual design on online purchase intention: An examination across gender

Cited by 222 publications

References 115 publications

What influences Chinese fashion retail? Shopping motivations, demographics and spending

What influences Chinese fashion retail? Shopping motivations, demographics and spending

The Influence of Website Quality on Online Purchase Intentions on Agoda.Com with E-Trust as a Mediator

Evaluation of Online Advertisement Design Using Near-infrared Spectroscopy

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