The effect of web advertising visual design on online purchase intention

Volume: 60, Pages: 622 - 634
Published: Jul 1, 2016
Abstract
With web advertising growing to be a huge industry, it is important to understand the effectiveness of web advertisement. In this study we investigate the effects of web advertising visual design (WAVD) purchasing intention within the framework of an integrated model. Nine hypotheses were developed and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural equation modeling (SEM) indicate that...
Paper Details
Title
The effect of web advertising visual design on online purchase intention
Published Date
Jul 1, 2016
Volume
60
Pages
622 - 634
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