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| Author: | Wu, S-I. |
| Title: | The impact of feeling, judgment and attitude on purchase intention as online advertising performance measure |
| Journal: | Journal of international marketing and marketing research
2006 : JUN, VOL. 31:2, p. 89-108 |
| Index terms: | advertising Internet consumer behaviour attitudes purchasing performance measurement models |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | In this study, the impact of feeling, judgment, beliefs and attitude on purchase intention (hereafter as: p-int.) were examined to understand online advertising performance (here as: onl-adv-perf). The influencing factors' causal models for onl-adv-perf. are proposed and tested. Measures of advertising performance and relationship structure are developed. An empirical test is performed using ANOVA, factor analysis and SEM. The results show interconnected effects among feeling, judgment, beliefs, attitude, and p-int. relating to onl-adv-perf. |
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