Consumer Behavior IV
Shaun Webbs
ConsumerBehaviorUnitIVArticle3HowAdvertisingTypesofE-CommerceWebsitesInfluenceEffectivenessofAdvertising.pdf
Journal of Accounting, Finance & Management Strategy, Vol. 11, No. 2, Dec. 2016, pp137-166
137
How Advertising Types of E-Commerce Websites Influence
Effectiveness of Advertising?
Hsiao-Chen Chang1*
Abstract
This study investigated the differences of advertising effects on
consumers, as caused by the use of different advertising models and level
of involvement by online shopping websites. The variables of this study
architecture advertising types, consumer involvement, a total of two
independent variables to explore individual and various combinations of
advertising performance. There are in total 336 effective questionnaires
in the research. This study found that, the compound advertising model
has significant influence on cognitive response, affective response, and
behavioral intention response of advertising effect. It has significant
influence on consumers with both high and low levels of involvement.
Moreover, the advertising effect of the compound advertising model also
affects consumers with low levels of involvement; the advertising effect on
consumers with low levels of involvement is higher than that on those with
high levels of involvement through the single advertising model.
Keywords: E-commerce Websites, Advertising Effectiveness, Advertising
Model, Consumer Involvement
JEL Classification: M30, L81
1 Department of Banking and Finance, Chinese Culture University, Taipei, Taiwan.
E-mail: [email protected]
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1. Introduction
E-commerce is a process where computer networks, including the
internet, are used to purchase, sell, or exchange products, services, and
information. E-commerce overcomes the limitations of marketing areas of
enterprises or individuals. The diversity of online e-commerce websites
enables online shopping to become the most popular internet industry in
various countries around the world. The diffusion of the Internet and its
applications enables firms to streamline and integrate the supply chain
with a more universal and easier to implement e-business format (Liu, Ke,
Wei, and Lu, 2016). The market output value of e-commerce in Taiwan in
2015 will be approximately 1006.9 billion NTD. The B2C enterprise to
consumer e-commerce market will be 613.8 billion NTD, and the C2C
consumer to consumer market will be 393.1 billion NTD. The data
mentioned above show that the future development of e-commerce is
promising. The developments and changes of the online shopping market
have attracted a great deal of attention, and have rapidly affected the
business model of the traditional retail market.
According to the research data of a study on Access Rating Online
(ARO), as conducted by CyberPanel in October 2011, in October 2011,
among the individual websites of online shopping centers, the arrival rate
of the Yahoo Shopping Center was in first place, followed by Yahoo
Supermall and Momoshop. Regarding the arrival rate, two of Yahoo’s
affiliations, as well as PChome’s Online Shopping and PCstores were in
the top 10. Therefore, these two website operators are devoted to the
operation of online shopping. Online shopping websites are channels
selling goods as their service, and using a variety of approaches to
promote their marketing. However, past studies did not investigate what
kind of advertising model is effective, and whether it is significantly
beneficial to sales. The development of online advertising has changed
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from the text-based email advertising of the early days to the current
popular banner advertising. With the increase of network bandwidth,
streaming technology enables online advertising to be combined with
dynamic (sound and image) and static (text and picture) forms. Therefore,
online advertising is no longer restricted to the Graphics Interchange
Format (GIF), as the internet is equipped with the video and audio
advertising effects that are similar to TV advertisements to enhance visual
effects.
Despite that business to customers web sites (B2C) are growing very
fast and is becoming an important marketing and purchasing channels,
customers are still not very keen to shop online and are not satisfied with
the current design and operation of the shopping websites (Kuo and Chen,
2011). Therefore, Companies need to find more appropriate advertising
models. Past studies mainly investigated the influence of advertising
media on marketing effectiveness, website patterns, and advertising appeal.
(Mehta, 2007； Hsiao, Tsai, and Tu, 2011；Wu and Tan, 2014), and online
shopping (Dittmar, Long, and Meek, 2004；Cyr et al., 2007); e-loyalty in
Internet service provider (Maltby, Chudry, and Wedande 2003 ；
Sanchez-Franco, Ramos, and Velicia, 2009); blog posting use (Lu and
Hsiao, 2009); and customers’ elaboration processes towards
recommendation agent advices (Doong and Wang, 2011). There is a lack
of studies on the influence of difference in advertising models on
advertising effect, especially in the field of online shopping websites.
Online shopping websites are not only sales channels, but also offer media.
They use promotional activities to increase sales, and must be able to
introduce new advertising approaches at any time.
Specifically, this study mainly investigates the influence of the
promotional advertising model and consumers’ advertising involvement on
advertising effect. Advertising effect includes the responses to cognitive,
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emotional, and behavioral intentions. Furthermore, clarify the
relationship of difference in advertising models and consumers’
advertising involvement on advertising effect. Thus, the research purposes
are: 1) to understand the influence of difference in advertising models on
advertising effect; 2) to understand the influence of difference in
advertising models and consumers’ advertising involvement on advertising
effect.
2. Literature Review
2.1 Involvement
Involvement is the level of attention paid to information by
information recipients. (Greenwald and Leavitt, 1984) Zaichkowsky
(1986) indicated that involvement is defined as: the difference in the level
of connection with a matter, as perceived by individuals, due to the
differences in personal needs, values, and interests. The types of
involvement are divided into “product involvement advertising
involvement’, and “involvement of purchase decision-making”.
Product involvement is the level of connection between consumers
and a product and specific situational objective, as well as the level of
importance of a product to which consumers attach. Individuals’
subjective consciousness regarding a product and level of involvement are
defined according to the level of connection between individuals and a
product, and individuals’ perceptions of a product. (Bloch and Richins,
1983) It is suggested that consumers with high levels of product
involvement will actively search for information concerning products,
while those with low levels of product involvement will not.
(Zaichkowsky, 1986)
Advertising Involvement: Batra and Ray (1986) indicated that the
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level of advertising involvement is regarded as the state of consumers, and
their cognitive response, when they see advertisements. Moreover,
Laczniak, Muehling and Grossbart (1989) consider the motivations
triggered in individuals by specific stimulations or situations when they
are exposed to advertisement include concentration and neglect. Only
when consumers suggest that a product is importantly related to them will
they change their purchase strategy. Consumers with high levels of
involvement in purchase decision-making will collect more information
regarding the product during the purchase process, and spend more time
on consideration. Purchase decision-making refers to the level of attention
paid to purchasing activities by consumers. Furthermore, advertising
involvement and product involvement had a positive direct effect on ad
effectiveness (Te’eni-Harari, 2014).
2.2 Advertising Models
The function of internet multimedia transmission can be combined
with text, figures, sound, animation, and video. The hyperlink function
facilitates the rapid and vigorous development of internet media. Dynamic
effects can attract users’ internal attention and increase the interactions
between users and computer. Online advertisements of streaming video
can be divided into two types: internet-based and TV-based online
advertisements. Internet-based advertisements include general banner
advertisements. When internet users browse websites, they can
concurrently see advertisements and text on one webpage, and such type
of advertisement is called video advertisement. TV-based advertisement is
that internet users can watch image content and video advertisements in a
viewing area, and such type of advertisement is usually inserted in video
on demand. In addition, online advertisements include 4 types of
presentations: banner advertisements, button advertisements, sponsored
text advertisements, and overlay advertisements.
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Dijkstra, Buijtels and Raaij (2005) according to the comparison of the
differences in sensory characteristics and level of involvement among TV
media, print media, and internet media, TV and internet media offer visual
and audio sensory effects, while print media only offers visual sensory
effect. In terms of consumers’ level of involvement, because TV is a
multisensory media, it has a more significant influence on consumers with
low involvement. Peng et al. (2014), indicated that online advertising to
the automobile companies and can help companies improve their decision
making in online advertising allocation strategies. Therefore, this study
intends to investigate the influences of advertising models and levels of
involvement on advertising effect.
2.3 Advertising Effectiveness
Ducoffe (1996) definitions advertising effect refers to the potential
communication trading of advertising information between advertisers and
consumers. Advertising effectiveness in markets refers to market response
to a firm’s (or a brand’s) advertising (Tellis, 2009). The effectiveness of
internet advertising has become an important line of research (Kim and
McMillan, 2008). The literature have addressed many issues related to
internet advertising and e-commerce from various viewpoints, including
attitudes of online shoppers about social presence (Hassanein and Head,
2006), online advertising strategies (Wang et al., 2009), banner ads
effectiveness (Wang et al., 2013), and social cues affect advertising
effectiveness (Liu, 2014).
Past studies indicated that, advertising attitude, advertising
involvement, brand attitude, and purchase intention create a hierarchical
effect, and there is a positive correlation among these variables. (Bruner
and Kumar, 2000) In addition, Lavidge and Steiner (1961) indicated the
advertising hierarchy of the effects model suggests that, consumers’
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purchase behavior progresses from a series of responses, including the
following three stages: cognitive stage, affective stage and behavioral
stage. Therefore, according to past studies, improving advertising attitude,
cognitive attitude, affective attitude, and purchase intention can improve
purchase behavior. Therefore, in this study, the said variables can be used
as appropriate indices for assessing advertising effect.
3. Methodology
3.1 The Framework of Research
This study investigated the differences of advertising effects on
consumers, as caused by the use of different advertising models and level
of involvement by online shopping websites. Advertising models can be
divided into two forms: single type (graphic) and compound type
(graphic + video). Advertising effects can be divided into cognitive
response, emotional response, and behavioral intentions response.
Cognitive responses include two dimensions: advertising recognition and
brand recognition. Emotional response also includes two dimensions:
advertising recognition and brand recognition. Behavioral intention
responses use the purchase intentions as the dimensions for assessment.
The different level of involvement and advertising model will resulting in
different results to advertising effects (as Figure 1).
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IV DV
Figure 1. The Framework of Research
3.2 Hypotheses of Research
3.2.1The effect of the level of involvement to advertising effects
Greenwald and Leavitt (1984) indicated that if consumers’ level
of involvement in advertising information is higher, they pay more
attention to and reflect more on advertising content, and are less likely
to be easily persuaded by advertising content unless its argument
quality is better. The investigation of the correlation between
consumers’ level of involvement and advertising effect found that,
when making a purchase decision for a product with a low level of
involvement, consumers are more likely to be affected by groups,
meaning they take action first and then assess the product afterwards
(Shukla, 2004). Therefore, consumers only engage in more thinking
behaviors when they face a product with high level of involvement. In
Advertising Effects
Cognitive response-Advertising recognition Cognitive response-Brand recognition
Emotional response-Advertising recognition Emotional response-Brand
recognition Behavioral intentions response
Advertising Model
Single type (Graphic)
Compound type
(Graphic + Video)
Level of Involvement
Involvement (Higher) Involvement (Lower)
H1
H2
H3
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this study, exporting the following hypotheses H1: Level of
Involvement has a significant influence to Advertising Effects
(Cognitive response-Advertising recognition; Cognitive
response-Brand recognition; Emotional response-Advertising
recognition; Emotional response-Brand recognition; Behavioral
intentions response).
3.2.2The effect of the advertising model to advertising effects
Yaveroglu and Donthu (2008) indicated that advertisements are
important because they can help consumers increase their recall
capacity through repeated information. Advertisements containing
music can improve consumers’ purchase intention, and reduce their
level of perception of advertising information. Most users browsing
webpages may ignore the existence of advertisements, as they
excessively focus on reading the webpage content. Therefore, users’
cognitive processing of information varies with their advertising
models. Thus, this study proposes the following hypotheses H2:
Advertising model has a significant influence to Advertising
Effects (Cognitive response-Advertising recognition; Cognitive
response-Brand recognition; Emotional response-Advertising
recognition; Emotional response-Brand recognition; Behavioral
intentions response).
3.2.3The interaction of the involvement and advertising model affect to
advertising effects
The level of involvement with a product affects the advertising
information and level of purchase intention. In addition, Zhang and
Zinkhan (2006) indicated that consumers with high involvement have
a greater commitment to brand choice. Moreover, consumers will
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develop a favorable impression regarding a product because they like
its advertisement, especially when their involvement is low. Music,
images, or humorous emotions in advertisements can be used to
enhance consumers’ preference for an advertisement, and further affect
their attitude towards both the advertisement and the product. In this
study, exporting the following hypotheses H3: The interaction of the
involvement and advertising model has a significant influence to
Advertising Effects (Cognitive response-Advertising recognition;
Cognitive response-Brand recognition; Emotional
response-Advertising recognition; Emotional response-Brand
recognition; Behavioral intentions response).
3.3 Research Design
The questionnaire method was mainly used investigate the influence
of advertising model and level of involvement on advertising effect;
therefore, the single-factor questionnaire was used. The independent
variable was advertising model, including single (graphic) and compound
(graphic + video) advertisements. The dependent variable was advertising
effect, including cognitive response, affective response, and purchase
intention. The questionnaire was divided into 4 parts: personal information,
advertisement appreciation, advertising effect, and shopping experience.
Advertisement appreciation was to play advertisement video content
during questionnaire completion; as the questionnaire was completed
online, the subjects watched the video content through a website link.
Regarding advertising effect, in addition to measuring the overall
advertising effect on the subjects, this study also measured the advertising
effect of the advertisement video content. This study used statistical
package software version SPSS20.0 as the tool for data analysis. The
following statistical methods were used for data analysis, including:
descriptive statistics, reliability and validity analysis, and ANOVA.
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4. Empirical Analysis
4.1 The Demographics of Samples
This study used descriptive statistics to analyze the distribution of the
demographic variables of samples, including distribution frequency and
percentage. The research samples were the general public, no matter
whether or not they had online shopping experience. Through the
propaganda of internet messages, the respondents completed the
questionnaire online via the online platform. This study collected a total of
337 questionnaires. As the platform is equipped with mandatory
completion function, after invalid questionnaires were excluded, there
were 336 valid questionnaires. (as Table1.)
Table 1. The Demographics of Samples
Basic Information Number
of samples
(%) Basic Information Number
of samples
(%)
Age
(years old)
19 or under 5 1%
Educational
background
junior high school 0 0%
20~29 104 31% senior high school 8 2%
30~39 159 47% university 205 61%
40~49 49 15% graduate school 123 37%
50 or over 19 6%
Monthly
Disposable
(NT)
9,999 or under 47 14%
Sex female 168 50% 10,000~19,999 60 18%
male 168 50% 20,000~29,999 44 13%
Occupation
information
industry 67 20% 30,000~39,999 62 18%
business 45 13% 40,000~49,999 43 13%
service industry 91 27% 50,000 or over 80 24%
engineering 8 2% Marriage
single 218 65%
education 47 14% married 118 35%
studedd 40 12%
self-employed 12 4%
others 26 8%
4.2 The Analysis of Reliability and Validity
4.2.1The Analysis of Reliability
This study analyzed the Cronbach's α and composite reliability of
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the potential variables. The composite reliability of potential variables
is the combination of all reliabilities observed, and Fornell (1992)
suggested the recommended value is >0.7. If the composite reliability
is higher, it is more like to use observation variables to test potential
variables. In other words, the internal consistency of potential
variables is higher. The composite reliability of the dimensions of
various variables were all >0.8 (as Table 2.); therefore, the internal
consistency of potential variables in this study reached the standard.
Table 2. The Reliability Analysis of Various Dimensions
Dimensions Combination of
reliability AVE Cronbach's α
The Level of
Involvement
Advertising
recognition 0.800 0.667 0.841
Brand
recognition 0.947 0.855 0.909
Cognitive
Response
Advertising
recognition 0.852 0.920 0.801
Brand
recognition 0.833 0.629 0.794
Emotional
Response
Advertising
recognition 0.941 0.762 0.883
Brand
recognition 0.958 0.821 0.906
Behavioral
Intentions
Respons
Single type
(graphic) 0.947 0.817 0.900
Compound type
(graphic + video) 0.957 0.848 0.927
4.3 The Analysis of Variance (ANOVA)
4.3.1Analysis Results of Level of Involvement and Advertising Effect
Firstly, this study tested the mean of the influence level of
involvement on advertising effect. Among the samples, 163 subjects
were consumers with high levels of involvement, while 173 subjects
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were consumers with low levels of involvement (as Table 4). The
means of the influence of high level of involvement on cognitive
response, affective response, and behavioral intention response to
various advertising effects were higher than those of low level of
involvement. The data showed that, the mean (4.012) of influence of
the high level of involvement on cognitive response to internet brand
was the highest, followed by (3.893) cognitive response to advertising
content. The mean (3.345) influence on behavioral intention response
was the lowest. Therefore, the influence of the high level of
involvement on the response to internet brand was most significant.
However, its influence on behavioral intention response was most
insignificant.
A comparison of the differences in the means of influence
between the high level of involvement and low level of involvement
on various advertising effects showed that, the difference (0.87) in
means of influence between the high level of involvement and low
level of involvement on behavioral intention response was most
significant, while that (0.28) on affective response to internet brand
was most insignificant. Therefore, the difference in the influence of
high level of involvement on behavioral intention response was most
significant, while that on affective response to internet brand was most
insignificant. As a result, the influence of level of involvement on
attitude towards behavioral intention response was most significant.
Based on the above, the influence of level of involvement on internet
brand was most significant. However, the difference in influence on
behavioral intention response between the high level of involvement
and low level of involvement was most significant. (as Table 3)
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Table 3. The Mean Test of Involvement and Advertising Effects
Number Mean
Standard
deviation
Standard
error
Cognitive response-
advertising recognition
Involvement
(lower) 173 3.493 0.717 0.054
Involvement
(higher) 163 3.893 0.543 0.042
Total 336 3.687 0.669 0.036
Cognitive response-
brand recognition
Involvement
(lower) 173 3.725 1.015 0.077
Involvement
(higher) 163 4.012 0.789 0.061
Total 336 3.864 0.922 0.050
Emotional response-
advertising recognition
Involvement
(lower) 173 2.633 0.603 0.045
Involvement
(higher) 163 3.413 0.476 0.037
Total 336 3.011 0.670 0.036
Emotional response-
brand recognition
Involvement
(lower) 173 2.731 0.620 0.047
Involvement
(higher) 163 3.434 0.503 0.039
Total 336 3.072 0.666 0.036
Behavioral intentions
response
Involvement
(lower) 173 2.472 0.706 0.053
Involvement
(higher) 163 3.345 0.638 0.050
Total 337 2.894 0.801 0.043
The variance homogeneity test in Involvement and Advertising
Effects as Table 4, cognitive response- advertising recognition
(P<0.05); cognitive response- brand recognition (P<0.05); emotional
response- advertising recognition (P<0.05); emotional response- brand
recognition (P<0.05), and behavioral intentions response (P<0.05).
Therefore, the result of homogeneity test in Involvement and
Advertising Effects are up to significant level. The verification of
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involvement and advertising effects as showed in Table 5. In this study,
involvement to advertising effects: cognitive response- advertising
recognition (P<0.05); cognitive response- brand recognition (P<0.05);
emotional response- advertising recognition (P<0.05); emotional
response- brand recognition (P<0.05), and behavioral intentions
response (P<0.05), all have significant differences. Therefore, the
hypotheses H1, are all established.
Table 4. The Variance Homogeneity Test of Involvement and Advertising
Effects
Levene Statistics
DF of
Numerator
DF of
Denominator P-value
Cognitive response-
advertising recognition 18.522 1 334 0.000
Cognitive response- brand
recognition 17.083 1 334 0.000
Emotional response-
advertising recognition 12.017 1 334 0.001
Emotional response- brand
recognition 7.366 1 334 0.007
Behavioral intentions
response 5.583 1 334 0.019
Table 5. The Verification of Involvement and Advertising Effects
Sum of
square DF
Average
sum of
squares
F P-value
Cognitive
response-
advertising
recognition
Between groups 13.455 1 13.455 32.921 0.000
Within the group 136.51 334 0.409
Sum 149.965 335
Cognitive
response-
brand
recognition
Between groups 6.905 1 6.905 8.29 0.004
Within the group 278.184 334 0.833
Sum 285.089 335
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Emotional
response-
advertising
recognition
Between groups 51.057 1 51.057 171.6 0.000
Within the group 99.376 334 0.298
Sum 150.432 335
Emotional
response-
brand
recognition
Between groups 41.425 1 41.425 128.872 0.000
Within the group 107.363 334 0.321
Sum 148.788 335
Behavioral
intentions
response
Between groups 63.896 1 63.896 140.557 0.000
Within the group 151.833 334 0.455
Sum 215.729 335
4.3.2Analysis Results of Advertising Model and Advertising Effect
This study tested the mean of the influence of the advertising
model on advertising effect. Among the samples, 194 subjects
preferred the compound advertising model, while 142 subjects
preferred the single advertising model. In the Table 6, the means of
influence of the compound advertising model on cognitive response,
affective response, and behavioral intention response to various
advertising effects were higher than those of the single advertising
model. The data showed that, the mean (3.914) of influence of the
compound advertising model on cognitive response to internet brand
was the highest, followed by (3.823) cognitive response to advertising
content. The mean (3.292) of influence on the behavioral intention
response was the lowest. Therefore, the influence of compound
advertising model on responses to internet brand was most significant.
However, the influence on behavioral intention response was most
insignificant.
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Table 6. The Compare Means of Advertising Model and Advertising Effect
Number Mean
Standard
deviation
Standard
error
Cognitive
response-
advertising
recognition
Single type (graphic) 142 3.502 0.749 0.062
Compound type
(graphic + video) 194 3.823 0.567 0.040
Sum 336 3.687 0.669 0.036
Cognitive
response-
brand
recognition
Single type (graphic) 142 3.795 1.093 0.091
Compound type
(graphic + video) 194 3.914 0.773 0.055
Sum 336 3.864 0.922 0.050
Emotional
response-
advertising
recognition
Single type (graphic) 142 2.585 0.643 0.053
Compound type
(graphic + video) 194 3.323 0.495 0.035
Sum 336 3.011 0.670 0.036
Emotional
response-
brand
recognition
Single type (graphic) 142 2.692 0.659 0.055
Compound type
(graphic + video) 194 3.350 0.519 0.037
Sum 336 3.072 0.666 0.036
Behavioral
intentions
response
Single type (graphic) 142 2.353 0.679 0.057
Compound type
(graphic + video) 194 3.292 0.637 0.045
Sum 337 2.894 0.801 0.043
The variance homogeneity test of advertising model and
advertising effect as in Table 7, the advertising effect of cognitive
response- advertising recognition (P<0.05); cognitive response- brand
recognition (P<0.05); emotional response- advertising recognition
(P<0.05); and emotional response- brand recognition (P<0.05).
Therefore, the variance homogeneity test in advertising effect achieves
significant level. However, the Variance homogeneity test in
behavioral intentions response not achieve significant level (P>0.05).
Therefore, the variance homogeneity test in behavioral intentions
response will be analyzed in this study.
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Table 7. The Variance Homogeneity Test of Advertising Model and
Advertising Effect
Levene
Statistics
DF of
Numerator
DF of
Denominator P-value
Cognitive response-
advertising recognition 16.903 1 334 0.000
Cognitive response- brand
recognition 20.570 1 334 0.000
Emotional response-
advertising recognition 13.762 1 334 0.000
Emotional response-
brand recognition 11.230 1 334 0.001
Behavioral intentions
response 1.246 1 334 0.265
Finally, the F test in analysis of advertising model and advertising
effect as in Table 8, the advertising effect of cognitive response-
advertising recognition (P<0.05); emotional response- advertising
recognition (P<0.05); emotional response- brand recognition (P<0.05);
and behavioral intentions response (P<0.05). Therefore, the F test in
analysis of advertising effect achieves significant level. Besides,
cognitive response- brand recognition does’t achieve significant level
(P>0.05). Wherefore, hypothesis H2 have be confirmed. However,
hypothesis H2 (Cognitive response- brand recognition) not confirmed.
Table 8. The F test in analysis of Advertising Model and Advertising
Effect
Sum of
square DF
Average
sum of
squares
F P-value
Cognitive
response-
advertising
recognition
Between
groups 8.431 1 8.431 19.896 0.000
Within the
group 141.534 334 0.424
Sum 149.965 335
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155
Sum of
square DF
Average
sum of
squares
F P-value
Cognitive
response-
brand
recognition
Between
groups 1.164 1 1.164 1.307 0.243
Within the
group 283.924 334 0.850
Sum 285.089 335
Emotional
response-
advertising
recognition
Between
groups 44.63 1 44.63 140.888 0.000
Within the
group 105.803 334 0.317
Sum 150.432 335
Emotional
response-
brand
recognition
Between
groups 35.450 1 35.450 104.470 0.000
Within the
group 113.338 334 0.339
Sum 148.788 335
Behavioral
intentions
response
Between
groups 72.237 1 72.237 168.143 0.000
Within the
group 143.492 334 0.430
Sum 215.729 335
4.3.3Analysis Results of Influence of Interaction between Level of
Involvement and Advertising Model on Advertising Effect
In the Table 9, the means of influence of a combination of high
level of “involvement*compound advertising model” on cognitive
response, affective response, and behavioral intention response were
higher than those of other combinations. The mean (4.015) of
influence on cognitive response to internet brand was the highest,
while that (3.474) on behavioral intention response was the lowest.
Therefore, the higher the level of involvement is, the more significant
the influence of the use of the compound advertising model on
advertising effect is.
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Table 9. The Compare Means of Interaction between Involvement
and Advertising Model on Advertising Effect
Dimension Interaction of combination Number Mean Standard
deviation
Standard
error
Cognitive
response-
advertising
recognition
Involvement (lower)*
Single type (graphic) 108 3.388 0.762 0.073
Involvement (lower)*
Compound type (graphic +
video)
65 3.676 0.595 0.073
Involvement (higher)*
Single type (graphic) 34 3.882 0.561 0.096
Involvement (higher)*
Compound type (graphic +
video)
129 3.896 0.541 0.047
Sum 337 3.688 0.668 0.036
Cognitive
response-
brand
recognition
Involvement (lower)*
Single type (graphic) 108 3.733 1.108 0.106
Involvement (lower)*
Compound type (graphic +
video)
65 3.715 0.833 0.103
Involvement (higher)*
Single type (graphic) 34 4 1.015 0.174
Involvement (higher)*
Compound type (graphic +
video)
129 4.015 0.723 0.063
Sum 337 3.864 0.921 0.050
Emotional
response-
advertising
recognition
Involvement (lower)*
Single type (graphic) 108 2.433 0.595 0.057
Involvement (lower)*
Compound type (graphic +
video)
65 2.966 0.446 0.055
Involvement (higher)*
Single type (graphic) 34 3.070 0.536 0.092
Involvement (higher)*
Compound type (graphic +
video)
129 3.503 0.416 0.036
Sum 337 3.010 0.669 0.036
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Dimension Interaction of combination Number Mean Standard
deviation
Standard
error
Emotional
response-
brand
recognition
Involvement (lower)*
Single type (graphic) 108 2.544 0.653 0.062
Involvement (lower)*
Compound type (graphic +
video)
65 3.033 0.413 0.051
Involvement (higher)*
Single type (graphic) 34 3.147 0.432 0.074
Involvement (higher)*
Compound type (graphic +
video)
129 3.510 0.494 0.043
Sum 337 3.069 0.668 0.036
Behavioral
intentions
response
Involvement (lower)*
Single type (graphic) 108 2.199 0.591 0.056
Involvement (lower)*
Compound type (graphic +
video)
65 2.930 0.639 0.079
Involvement (higher)*
Single type (graphic) 34 2.852 0.702 0.120
Involvement (higher)*
Compound type (graphic +
video)
129 3.474 0.554 0.048
Sum 337 2.894 0.801 0.043
The variance homogeneity test of interaction between
involvement and advertising model on advertising effect as in Table 10,
the advertising effect of cognitive response- advertising recognition
(P<0.05); cognitive response- brand recognition (P<0.05); and
emotional response- brand recognition (P<0.05). Therefore, the
Variance Homogeneity Test of advertising effect achieves significant
level. Besides, behavioral intentions response not achieve significant
level (P>0.05).
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158
Table 10. The Variance Homogeneity Test of Interaction between
Involvement and Advertising Model on Advertising Effect
Levene statistics
DF of
numerator
DF of
denominator P-value
Cognitive response- advertising
recognition 7.148 3 332 0.000
Cognitive response- brand
recognition 8.901 3 332 0.000
Emotional response- advertising
recognition 6.337 3 332 0.000
Emotional response- brand
recognition 13.311 3 332 0.000
Behavioral intentions response 0.477 3 332 0.698
Finally, the F test in analysis of interaction between involvement
and Advertising model on advertising effect as in Table 11, the
advertising effect of cognitive response- advertising recognition
(P<0.05); cognitive response- brand recognition (P<0.05); emotional
response- advertising recognition (P<0.05); emotional response- brand
recognition (P<0.05); and behavioral intentions response (P<0.05).
Therefore, the F test in analysis of advertising effect achieves
significant level. Wherefore, hypothesis H3, all have be confirmed.
Table 11. The F test in analysis of Interaction between Involvement
and Advertising Model on Advertising Effect
Sum of
square DF
Average sum
of squares F P-value
Cognitive
response-
advertising
recognition
Between
groups 16.973 3 5.658 14.124 0.000
Within the
group 132.992 332 0.401
Sum 149.965 335
Cognitive
response- brand
recognition
Between
groups 6.922 3 2.307 2.754 0.043
Within the
group 278.167 332 0.838
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159
Sum of
square DF
Average sum
of squares F P-value
Sum 285.089 335
Emotional
response-
advertising
recognition
Between
groups 67.628 3 22.543 90.384 0.000
Within the
group 82.804 332 0.249
Sum 150.432 335
Emotional
response- brand
recognition
Between
groups 54.471 3 18.157 63.913 0.000
Within the
group 94.317 332 0.284
Sum 148.788 335
Behavioral
intentions
response
Between
groups 96.164 3 32.055 89.007 0.000
Within the
group 119.565 332 0.360
Sum 215.729 335
5. Conclusions and Implications
5.1 In the Level of Involvement Influence Advertising Effects Aspect
The influence of high level of involvement on cognitive response,
affective response, and behavioral intention response to various
advertising effects was more significant than that of low level of
involvement. Moreover, the influence of high level of involvement on
cognitive responses to internet brand of advertising effect was most
significant, while that on behavioral intention response was most
insignificant. The research results can be provided as reference for
operators. The higher the level of involvement in advertisement is, the
more significant the response to internet brand is. However, the influence
on behavioral intention response was most insignificant. The comparison
on the difference in influence on various advertising effects between high
level of involvement and low level of involvement showed that, the
influence on behavioral intention response was most significant, while that
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on affective response to internet brand was most insignificant. Based on
the above, operators are advised to enhance level of involvement in
advertisement to improve consumers’ behavioral intention response.
5.2 In the Advertising Model Influence Advertising Effects Aspect
The influence of the compound advertising model on cognitive
response, affective response, and behavioral intention response to
advertising effect was higher than that of the single advertising model, and
the difference reached significance. The influence on cognitive response to
internet brand of advertising effect was most significant. Therefore, the
research results can be provided as reference for online shopping website
operators. The use of an advertising model with video and audio content
was not only significantly beneficial to various advertising effects, but also
had the most significant influence on internet brand of advertising effect.
If the marketing strategy of websites focused on brand awareness,
compound advertising model can be used. Moreover, the comparison of
the difference in influence between the compound advertising model and
single advertising model on various advertising effect showed that, the
difference in behavioral intention response was most significant,
suggesting that, compared with the single advertising model, the
compound advertising model had the most significant influence on
consumers’ purchase behavior.
5.3 In the Involvement and Advertising Model Interaction Aspect
The influence of “high level of involvement*compound advertising
model” on advertising effect was most significant, and was superior to that
of interaction between “high level of involvement*single advertising
model”, “low level of involvement*compound advertising model”, and
“low level of involvement*single advertising model”. In other words, a
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161
higher level of involvement and the compound advertising model with
video and audio content could achieve the best advertising effect. The
means of influence of “low level of involvement*single advertising model”
on affective response and behavioral intention response were lower than
those of other interactions. However, the advertising effect of cognitive
response to internet brand was better than that of “low level of
involvement*compound advertising model”. Therefore, the advertising
effect on internet brand of consumers with level of involvement through
the single advertising model was better.
5.4 Management implications
As the role of virtual channel facing invisible consumers, and internet
characteristics of ever-changing messages, how can online shopping
websites engage in marketing promotions, attract customers to browse
their websites, entice them to stay there, and purchase product. To
complete the overall procedures involves complicated management issues,
thus, this study focused on the first step of purchase behavior, namely,
how to attract consumers’ interest in website activities and increase their
motivation and willingness to purchase. Among the target consumers of
online shopping websites, behavioral intention response in advertising
effect of consumers with higher levels of involvement in advertisement
was most significant, and was higher than that of cognitive response and
affective response. Therefore, consumers’ response to advertisement is
very direct, and provided promotional advertisement is attractive to them,
they may directly take action to purchase products, which is a
phenomenon that online shopping operators most care about and enjoy
seeing.
This study defined two types of advertising models: single and
compound. The former is a combination of image and text in
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advertisement, while the latter separately provides advertising video
content. This study found that, the compound advertising model has
significant influence on cognitive response, affective response, and
behavioral intention response of advertising effect. It has significant
influence on consumers with both high and low levels of involvement.
Therefore, online shopping operators are advised to provide auxiliary
advertising video in promotional advertisements to improve advertising
effect and stimulate purchase intention. Moreover, the advertising effect of
the compound advertising model also affects consumers with low levels of
involvement; this study found that the advertising effect on consumers
with low levels of involvement is higher than that on those with high
levels of involvement through the single advertising model.
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