Congruence Theory and Ad Contextual Priming effects in web advertisements: The congruence of website attribute and Message attribute and the congruence of website subject and advertising product
| Autor: | Ai-Yun Hsieh, 謝艾芸 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 With the increase of internet users and the prosperity of e-commerce, internet has become the one of important media for advertiser to insert advertisements. A number of studies suggest that the type of advertisement can influence the audience’s perception of the ad, but ignore the context where ad place is also an important effectiveness on consumer’s attitude. This study divides the context into two groups, website attribute and website subject. Further, dividing website attribute into commercial website and non-commercial website. This study is proceed from congruence theory and ad contextual priming effects and argue that the congruence of website attribute and message attribute would get higher advertising effectiveness than incongruence. With collected 203 successful subjects, the research executed online experiment design. The research has shown that when commercial ad is placed in commercial website, the attitude toward the ad, the attitude toward the brand and purchase intention were significant higher than incongruence, but its effects on advertising recall were not significant. On the other side, the advertising effectiveness of the congruence of website subject and advertising product is significantly higher than incongruence. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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