Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness

Authors:
Kai Wang;Eric Wang;Cheng-Kiang Farn
Affiliations:
Department of Information Management, National University of Kaohsiung, Taiwan, R. O. C.;William E. Simon Graduate School of Business Administration, University of Rochester;Department of Information Management, National Central University, Taiwan, R. O. C.
Venue:
International Journal of Electronic Commerce
Year:
2009

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Abstract

Determining the best way to utilize on-line media for advertising purposes is a critical question. This research, based on the Elaboration Likelihood Model (ELM), incorporates consumer goal-directedness and involvement as moderators influencing when a particular advertising strategy (i. e., variation strategy vs. appeal strategy) will be appropriate for Web advertisements. The results of a laboratory experiment supported the use of ELM in the Web environment and showed how advertising strategies should be designed and implemented in accordance with consumer goal-directedness and involvement to achieve Web advertising effectiveness. The results demonstrated the uniqueness of the Web media and the importance of goal-directedness and consumer involvement in the Web advertising context.