Adopting Experiential Marketing on Narrative Online Advertising
| Autor: | Hung Yen Chen, 陳虹燕 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 More and more companies strive to create complete and wonderful shopping experiences to their consumers. Furthermore, some studies begin discussing the effects and implications of practicing experiential marketing on the physical or virtual environment. However, there are few studies put the focus on experience of online advertising. This study suggests that marketers can adopt narrative online advertising to design consumers’ virtual experiences. In addition, this study indicates four important elements --- interactivity, vividness, entertainment and self-referencing ---of narrative online advertising and demonstrates the effects on the attitudes toward the products and purchase intentions. Three moderating variables are also proposed in this framework --- product involvement, purchase involvement, and advertisement involvement. In order to examine the framework, this study designs a questionnaire and collects 816 samples via an online survey system. The study uses AMOS5.0 to estimate the structure model and moderating effects. The results indicate that interactivity, vividness, entertainment and self-referencing are all have positive effects on attitude toward the product, and further, there are several variables verified to serve as moderators in the relations between elements of narrative online advertising and attitude toward the product and between attitude toward the product and purchase intentions. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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