||The Effect of Interactivity on Online Banner Ad
||Department of Business Administration
Internet Advertising Effectiveness
This study investigates how interactivity influences the online advertising effectiveness. In addition, the moderating effects of task type and curiosity trait are examined as well. Based on the literature review, three hypotheses are developed to address the main effect of interactivity, the interaction effect of interactivity and task type, and the interaction effect of interactivity and curiosity on advertising effectiveness. Interactive banner ads with four different interactive levels, two experimental WebPages including search engine and specialized layout, and online questionnaire are designed.
In general, results shows that increasing interactivity of banner ads raise higher attention, recall, recognition, intention to interact, attitude toward the ad, attitude toward the brand, and purchase intention. H1a, H1b, and H1c are all supported.
The moderating effect of task type on attention, intention to interact, attitude toward the ad, attitude toward the brand are significant but no significant differences on recall, recognition, purchase intention are found. As the interactivity level increases, web browsers do show higher attention, intention to interact, attitude toward the ad, attitude toward the brand; whereas information searchers show no difference on ad, brand attitudes, and purchase intention. H2a and H2b are partially supported.
The moderating effect of curiosity on intention to interact, ad and brand attitudes are significant but there is no difference on recall, recognition, and purchase intention. H3a is partially supported. However, increasing interactivity raises both high and low curious group’s attention, intention to interact, attitude toward the ad, attitude toward the brand. Thus, H3b is not supported.
CHAPTER I INTRODUCTION 1
CHAPTER II LITERATURE REVIEW 7
Interactivity in Web Advertising 7
Advertising Effectiveness of Interactive Web Banners 9
The Effect of Interactivity on Advertising Effectiveness 10
Task type 11
The Moderating Effect of Curiosity on Advertising Effectiveness 14
Conceptual Model 15
CHAPTER III METHODOLOGY 16
Selection of Research Webpage 16
Ad Content development 16
Operational Definition of Variables 17
Independent Variable 17
Moderating Variable 20
Dependent Variable 21
Covariate Variable 25
Research Design 25
Sampling and Procedures 26
Formal Data Collection 32
Experimental Material 32
CHAPTER IV RESULTS AND DISCUSSION 37
Data Handling 37
Data Coding 38
Factor Analyses 42
Hypothesis Testing 51
Other Findings 80
CHAPTER V CONCLUSIONS AND SUGGESTIONS 82
Empirically Tested Model 84
Research Contributions 84
Academic Contributions 84
Managerial Implications 86
Limitations and Future Research Suggestions 88
Appendix A: Pretest Questionnaire 99
Appendix B: Formal Questionnaire 107
Appendix C: Experimental Webpage 114
Appendix D: Task Type 117
Appendix E: Advertisement 119
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