Exploring Conventional Models of Purchase Intention: Consumer Attitudes Towards Smartphones Advertisement.

서지정보

ㆍ발행기관 : 한국감성과학회 ㆍ수록지정보 : 감성과학 / 17권 / 2호
ㆍ저자명 : Ahmad Azaini Manaf, Lee Sung-Pil

목차

1. Introduction.
1.2 Hypothesis development and Conceptual Model.
2. Method and Process
2.1 Instrument of Development
3. Participants and Measurement
4. Results and findings
4.1 Reliability and Validity
4.2 Structural Model Testing
4.3 Hypothesis Testing and Assessment
5. Conclusion,
6. Limitation of research and Future Research.
Reference

영어 초록

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers’ emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners’ attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads – Attitude to Brands – Purchase Intention), showing significant value of (β=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

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