Online advertorial attributions on consumer responses: materialism as a moderator.
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| Title: | Online advertorial attributions on consumer responses: materialism as a moderator. |
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| Authors: | Chang, Hsin Hsin1 easyhhc@mail.ncku.edu.tw, Wong, Kit Hong1 vinwongkh@gmail.com, Chu, Tsun Wei1 waynechu80@gmail.com |
| Source: | Online Information Review. 2018, Vol. 42 Issue 5, p697-717. 21p. |
| Subject Terms: | *Attribution (Social psychology), Advertorials, Internet advertising, Consumer behavior, Materialism |
| Abstract: | Purpose Based on the Mehrabian–Russell theory, the purpose of this paper is to view the attributes of advertorial information as a stimulus in an online environment to examine the emotional states of consumers and their sequential behavioral responses. Moreover, materialism is proposed as a moderator in the relationship between advertorial attributions and emotion.Design/methodology/approach By adopting a quantitative approach, 421 consumers with browsing forums or blog experience participated in the study. SEM techniques were adopted for the formal data analysis.Findings There was a causation found among control, arousal and pleasure. Advertorial attributes influenced the consumers’ emotional states via control, and emotional states directly affected the information acceptance and purchase intention. Materialism partially moderated the relationship between the advertorial information attributions and emotional states.Practical implications Advertorial editors should provide detailed product information with credible sources in a positive manner and should attach videos or interesting pictures to avoid boredom and attract reader attention, especially in the case of materialists. In addition, editors should also provide some related hyperlinks for consumers to stimulate their further reading and then should observe the number of clicks and shares to estimate the popularity of the advertorial, so adjustments can be made if necessary.Originality/value This paper confirmed the causation of pleasure, arousal and the validity of the dominance (PAD) emotional model and found a partially moderating effect of materialism on the relationship between the attributes of advertorials and the emotional states of consumers. [ABSTRACT FROM AUTHOR] |
| Copyright of Online Information Review is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Text: Availability: 0 |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 131351724 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Online advertorial attributions on consumer responses: materialism as a moderator. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Chang%2C+Hsin+Hsin%22">Chang, Hsin Hsin</searchLink><relatesTo>1</relatesTo><i> easyhhc@mail.ncku.edu.tw</i><br /><searchLink fieldCode="AR" term="%22Wong%2C+Kit+Hong%22">Wong, Kit Hong</searchLink><relatesTo>1</relatesTo><i> vinwongkh@gmail.com</i><br /><searchLink fieldCode="AR" term="%22Chu%2C+Tsun+Wei%22">Chu, Tsun Wei</searchLink><relatesTo>1</relatesTo><i> waynechu80@gmail.com</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Online+Information+Review%22">Online Information Review</searchLink>. 2018, Vol. 42 Issue 5, p697-717. 21p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Attribution+%28Social+psychology%29%22">Attribution (Social psychology)</searchLink><br /><searchLink fieldCode="DE" term="%22Advertorials%22">Advertorials</searchLink><br /><searchLink fieldCode="DE" term="%22Internet+advertising%22">Internet advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Materialism%22">Materialism</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Purpose Based on the Mehrabian–Russell theory, the purpose of this paper is to view the attributes of advertorial information as a stimulus in an online environment to examine the emotional states of consumers and their sequential behavioral responses. Moreover, materialism is proposed as a moderator in the relationship between advertorial attributions and emotion.Design/methodology/approach By adopting a quantitative approach, 421 consumers with browsing forums or blog experience participated in the study. SEM techniques were adopted for the formal data analysis.Findings There was a causation found among control, arousal and pleasure. Advertorial attributes influenced the consumers’ emotional states via control, and emotional states directly affected the information acceptance and purchase intention. Materialism partially moderated the relationship between the advertorial information attributions and emotional states.Practical implications Advertorial editors should provide detailed product information with credible sources in a positive manner and should attach videos or interesting pictures to avoid boredom and attract reader attention, especially in the case of materialists. In addition, editors should also provide some related hyperlinks for consumers to stimulate their further reading and then should observe the number of clicks and shares to estimate the popularity of the advertorial, so adjustments can be made if necessary.Originality/value This paper confirmed the causation of pleasure, arousal and the validity of the dominance (PAD) emotional model and found a partially moderating effect of materialism on the relationship between the attributes of advertorials and the emotional states of consumers. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Online Information Review is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1108/OIR-08-2016-0214 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 21 StartPage: 697 Subjects: – SubjectFull: Attribution (Social psychology) Type: general – SubjectFull: Advertorials Type: general – SubjectFull: Internet advertising Type: general – SubjectFull: Consumer behavior Type: general – SubjectFull: Materialism Type: general Titles: – TitleFull: Online advertorial attributions on consumer responses: materialism as a moderator. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Chang, Hsin Hsin – PersonEntity: Name: NameFull: Wong, Kit Hong – PersonEntity: Name: NameFull: Chu, Tsun Wei IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 08 Text: 2018 Type: published Y: 2018 Identifiers: – Type: issn-print Value: 14684527 Numbering: – Type: volume Value: 42 – Type: issue Value: 5 Titles: – TitleFull: Online Information Review Type: main |
| ResultId | 1 |
